Given that the internet and social media platforms provide individuals, communities, businesses, and non-government organizations the ability to connect with business in meaningful discussion from anywhere in the world in real time, stakeholder engagement through the social media can positively impact the outcome of business sustainability decision making in the following ways:
-The use of social media collaboration technologies can help organizations break down silos and facilitate knowledge sharing across business units and corporate functions.
-Social media can make CSR more visible . “A Reputation Institute 2011 survey found that a company’s CSR program (in its broadest sense), can be responsible for more than 40% of a company’s reputation, whilst companies with stronger social leadership programs have 55% better internal morale and 43% more efficient business processes.”
-Social media creates bridges between the corporate world and its stakeholders.
-Social media closes the gap on knowledge management and business intelligence. Specifically so if sustainable communications and performance is valued by your stakeholders.
-The rise of social media has led companies to form new relationships with their stakeholders.
-Monitoring, listening, and dialoguing with key stakeholders in the social space not only offers a competitive advantage but also provides other key ingredients for successful social media engagement.
Stakeholders are increasingly looking for authentic, transparent, two-way communication with executives, leaders, and management. In fact, thought leadership on the social web is becoming the sustainability professional’s new power tool.