Social Media and Green Marketing Strategies: An exploratory study of selected leading companies

Abstract: Social media has become the most popular communication channel. Large amounts of information flows are being exchanged between users. The information shared on social media is seen as more reliable than the information found on traditional media. Companies have already incorporated social media as one of their communication channels. However, the evolution of social media has occurred in such a brief period that companies are uncertain of the appropriate amount to invest in these technologies. The percentage invested on an average marketing budget for social media in companies still accounts for less than 1%. Within companies’ marketing strategies, green marketing constitutes the focus that companies use to promote their green products and sustainability initiatives. The results from the research of this thesis showed that companies are using various communication channels to expose their commitment with social and environmental challenges. Websites contain detailed information about companies’ sustainability profiles, so they have become the main channel of information between companies and stakeholders. Second to these websites Facebook, Twitter, and YouTube are the social media channels that also depict a glimpse of the sustainability strategies that are detailed on companies’ websites. Social media is being used to increase reliability of companies’ sustainability claims through the use of pictures, videos, and other hypermedia that support companies’ taking actions in real life activities. Moreover, corporations have come to the realization that not all social media platforms are suitable for engaging stakeholders in longer sustainability discussions. Corporations have instead started to create sustainability blogs within their websites to encourage higher levels of engagement within their various stakeholders. Yet companies still rely on a high information push on social media, which leaves a large floor to develop further strategies that can encourage people to join initiatives that urge a stronger commitment with sustainability.