By James Watson, Beausoleil Sustainability Solutions
Dear CEO,
We, the world, require your leadership. Lest your head has been under a rock for the past few years, there are two things that you have no doubt been hearing a lot about: social media and sustainability. Together, they represent a great opportunity to begin engaging your customers and stakeholders on the issues that matter to them.
First, the bad news: your inability (or unwillingness) to embrace the duo has been a mistake. Now, the good news: it’s not too late to save face by making mistakes well – starting with admitting to the mistake of your prior inaction.
Social media is that gospel your marketing department has been endlessly singing praises for. How wrong so many of us were a few years back, when we figured that Twitter was no more than a mindless, passing fad? Now it’s central to any well-planned communications strategy and the last time you checked, your payroll probably had a dedicated social media “guru” position.