Levis’ Gareth Hornberger (@levisguy) and Starbucks (Jim Hanna @Jim_Starbucks) take a similar personal approach.
A special report byCustom Communication
About Custom CommunicationMatthew Yeomans is the director of CustomCommunication and co-founder of SMI. He has 20years’ experience as a journalist and editorialconsultant.He is the author of #FAIL, The 50 Greatest SocialMedia Screw-ups, Oil: Anatomy of an Industry, aswell as the Social Media Sustainability Index.He writes the Social Business column for GuardianSustainable Business, and he has written or editedfor Wired, the New York Times, NationalGeographic, Fortune, The Atlantic Monthly andother publications.He has advised PwC, BASF, P&G, Do The GreenThing, Lloyds Banking Group, HSBC, Volkswagenand Diageo, among others on editorial and contentstrategy.
Why focus on social media and sustainability?AuthenticityCreativityTransparencyCommunity
Are you talking about what your company is doing ratherthan saying it wants to do?Are you being authentic in the way you communicatesustainability?Two questions that keep cropping up
Our methodologyWe start by selecting the 400 companies listed on the DJSI and FTSE 4 Good indexes – companies alreadydeemed to be doing sustainable work. Then we look at how many have dedicated social media channelsor resource for sustainability communications (176). Then we reduce those to the top 100 practitionersof communicating sustainability using social media.
• How regularly do they publish and update their sustainability social mediachannels?• How transparent they are in allowing comments and responding tocomments and conversations?• How authentic is their social media content? Do they communicate what thecompany is doing or what it says it would like to do?• How creative and innovative is the social media content• How useful is the information and conversation to the community• How “social” is the Sustainability or Corporate Social Responsibility report?Judging Criteria