Author(s) : Réseau Femmes et Développement Durable (FDD)
For the past 15 years, the world has witnessed the phenomenon of social networks. Social networks are difficult to define, one could say it is a huge sharing and strengthening social ties between people (around the center of similar interests …). Networks were quickly integrated into the challenges of sustainable development, thanks to a predominantly digital innovation. Therefore, the use of social networks by professionals is increasing. Thus, it would be interesting to ask:
– How social networks are building around sustainable development for professionals?
– Does social networks may transform the behavior of users?
– What are the benefits and the risks in terms of communication?
1. Social networks and sustainable development
Crédit Agricole has launched a project to integrate students with disabilities easier in companies. The goal is to find new ways of collaboration with disabilities and learn to work together, to improve communication for the generations coming. Social networks appear as the most effective and viral communication tool.
Crédit Agricole has proposed a challenge to 50 students by asking them to imagine a strategy of integration for the disabled people. The results showed that social networks are fundamental; it allows multiple sources of inspirations and sharing.(example of a tutorial about social networks and sustainable development. Please see the Youtube link)
There is another example with WiserEarth, a vertical network serving the collective intelligence. There are many associations, communities or organizations dedicated to sustainable development in the world. We must come together to achieve objectives more easily and quickly. It also can help to promote partnerships. Once again, social networks appear to be the ideal solution to get there! Its model is similar than Wikipedia, the internet user can propose its own content, becoming an activist and participating to the changes of communication tools. The new trend is to be connected, to gather, to collaborate and to grow! It then come an obvious change of the society through the use of new communication tools. This phenomenon is called “connectivism”.
2. Social networks are changing the behavior of society.
As shown by the phenomenon of “retweet”. We are becoming a zapping generation, because everything is and must be shortened (Example: Twitter and its tweet about 140 characters like a SMS). It is obvious that the information knows an incomparable speed. However, we can wonder about the content’s quality.
Nowadays, what seems to be more important isn’t the accuracy but the quickness of the exchange. The media “Down to the Earth” from Danone can be an example to understand the issues of professional social networks. This social link was created by Danone and operates on four themes (Nature, Nutrition, and Social Business Ecosystem) on the reputation of the company, in order to be more credible to its consumers. The aim is to have influence thanks to the users’ interaction and to make the platform a reference on the issues covered.
3. Benefits and risks of using social networks
Advantages: Using social networks also allows professionals to develop their reputation, and to support or develop expertise on a subject, and to manage their after-sales service (Example: a customer who complains via Twitter is visible by everyone). In addition, a social network can also help to federate its employees and for recruitment. These networks can create new modes of communication such as carpooling, as it facilitates exchanges and also to develop new services. Sustainable development also encourages users to choose virtuous communication. There is the phenomenon of “crowd sourcing”, the content creators have the power to influence business companies (Example: restaurants’ rating, 70% of Internet users rely on it while they don’t know each other). These new means of communication show that the consumer first!
Risks: There are still some risks associated with this communication. Company credibility cannot be defined by the number of followers or subscribers. The company must continue to listen and accept conversation whatever happens. That is to say, to be reactive and to should remain humble. In addition, it is important to be “transparent” and to accept every comment. It is not recommended to use fake profiles because it is very badly received.
A facebook page static and “non-living”, for example, can be seen as a company non reactive, with a lack of dynamism.
To conclude, the use of social networks is very beneficial for sustainable development and to improve the image of a company. However, it is necessary to know the advantages and the risks, to define communication objectives, and to manage its presence on selected media.
Using social networks as an amplifier is a very difficult art but is becoming essential in an era when Internet, “that’s our world”.
In short, companies who want to use social networks should:
– Be transparent
– Accept the conversation / critics
– To be humble
– Create content relevant, innovative and authentic