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The 6th Annual Social Media Sustainability Index PDF
The 6th Annual Social Media Sustainability Index PDF
COMPANIES –
WHAT ARE THEY GOOD FOR?
12 KEY FINDINGS
17 THE TOP 10
28 THE TOP 100
33 ABOUT
Which companies do you really care about? Is there one you
simply couldn’t do without?
It’s a question that we rarely ask ourselves – so prevalent and
dominant are companies and brands in our everyday lives. But
while we’re obviously dependent on the consumer products
and services that enable our modern existence, do we really
care who makes them?
Apple, many people will cry. Surely we can’t live without Sili-
con Valley’s minimalist yet superbly functional pads, pods and
phones. Perhaps, but remember Apple was dead on its feet
just 15 years ago before it sized up a music industry ripe for
disruption and well and truly disrupted it. What about Coca-
Cola then? It is perhaps the most iconic and best-loved brand
the world has ever seen. Yet, when you scratch below the
marketing veneer of universal Happiness, you’ll find a compa-
ny grappling with changing consumer attitudes to sugar.
In fact, everywhere you look, our relationships to companies
and brands are changing. A big part of that shift is attributable
to the growth of social media – the communication revolution
that has given every person a voice, a community to connect
and learn from, and, in some cases, a mini bully pulpit to hold
SHARING ECONOMY
WORLD HUNGER
ENVIRONMENTAL AWARENESS
Food Waste
STEM OR
TEEN BULLYING
VETERANS
YOUTH LITERACY
& EDUCATION STEAM
RECYCLING
Paris COP 21
SUSTAINLY I THE 6TH ANNUAL SOCIAL MEDIA SUSTAINABILITY INDEX I 9
ABOUT THE SOCIAL MEDIA SUSTAINABILITY INDEX
The 6th Social Media Sustainability Index takes an exhaustive
look at how 475 global companies communicate their sustain-
ability actions and initiatives using social media. We select the
initial 475 from a variety of sustainable company indices in-
cluding the Dow Jones Sustainability Index and the FTSE-
4GOOD. We also include a few companies that warrant inclu-
sion on their communication efforts alone.
Our team of researchers has looked at every online and social
media channel used by each of the companies for communi-
cation. This year we have assessed more than 2,500 corpo-
rate sites and social media channels.
Our initial benchmark for success is to identify whether com-
panies have a real commitment to social media sustainability
communications. We do that primarily by evaluating which
companies have social media channels, platforms, campaigns
or projects dedicated to communicating sustainability. Howev-
er, things are never that simple and, increasingly, companies
are talking about sustainability through their brands and corpo-
rate voices rather than relying on more niche sustainability
platforms.
This year, we were able to select a long list of 283 companies
that have some form of dedicated social media sustainability
efforts (an increase from 273 in 2014, 230 in 2013, 176 in 2012
and a marked improvement from the 120 of 2011). We then
looked at how those 283 companies used their social media
sustainability voice and whether they had a joined-up strategy
for sustainability communication. (We didn’t include compa-
nies that rely only on foundations to talk about CSR.) Of those
283, we selected a short list of 200 that we then evaluated to
create the Top 100 featured in the Index.
Given the volume of information that we consider to create
this index, we realize that some sustainability efforts may
have slipped through the cracks. Please let us know if you
think we’ve missed your company’s social media sustainabil-
ity efforts.
E P OR T S T H AT C A N
SUSTAINABILITY R L MEDIA
H A RE D V IA SO C IA
BE S
64
55
40 42
36
15
UK: 14 NETHERLANDS: 4
DENMARK: 4 NORWAY: 1
FRANCE: 10 SPAIN: 4
GERMANY: 6 SWEDEN: 3 EUROPE: 52
IRELAND: 1 SWITZERLAND: 4
ITALY: 1
TWITTER
LINKEDIN
FACEBOOK
YOUTUBE
BLOGS AND MAGAZINES
INSTAGRAM
PINTEREST
TUMBLR
SNAPCHAT
PODCAST
VINE
1 1 2 6 12 12 56 66 80 93 96
That Twitter is the leading social channel YouTube remains pretty much a graveyard
companies choose to communicate for sustainability content. While 66 compa-
sustainability should come as no surprise. nies host some sustainability-themed
Nearly every company nowadays has a content on the platform very few compa-
corporate Twitter feed and most are now nies are actually committed to developing
committed to some form of sustainability a YouTube audience. Perhaps it’s time
and CSR messaging. A few companies for non entertainment brands to consider
also maintain dedicated sustainability whether YouTube is the right place to be?
Twitter accounts (BT Better Future for Finally a note about the innovators. This
example). The same is true for Facebook. year GE has started a Snapchat channel to
Interestingly, and this mirrors the growth talk innovation while a few companies
of Linkedin as a content hub, nearly as have imbraced podcasts. IBM’s Wild
many companies (93) now use the busi- Ducks series is particularly interesting.
ness social network for sustainability
comms as they do Twitter (96).
13
CONSUMER GOODS SECTORS
10
FINANCIAL SERVICES
11
FOOD & BEVERAGE
5
HEALTHCARE
20
INDUSTRIALS
6
MEDIA
6
OIL, GAS & CHEMICALS
7
RETAIL
7
TECHNOLOGY
6
TELECOMS
5
UTILITIES
STORYTELLING FOCUS –
FACEBOOK FOOD WASTE VIDEOS
How best to get the attention of that short-attention Facebook
community – especially around an issue as serious as food
waste? The answer for Sainsbury’s was to create short, funny,
animated videos that are easily shareable and also link back to
the retailer’s main hub about food waste.
STORYTELLING FOCUS
Health care provider Aetna understandably has an interest in
mental as well as physical wellbeing. Its 30-day mindfulness
challenge (#Mindful30) in January 2016 enlisted the help
of bloggers to share tips and help add mindfulness to daily
routines.
A lively campaign tumblr includes contributions from bloggers
on a whole range of mindfulness aspects, ranging from rela-
tionships to eating, from bathtime to laughter, from breathing
to posture, and from work-life balance to sleeping. Readers
are invited to get involved too, by sharing posts and making
their own contributions through social media.
It makes sense for a healthcare company to help improve
health, and the ability of mindfulness to reduce stress could
be a big help towards that goal.
4 Sainsbury’s Retail UK 7 89
12 Pearson Media UK 13 86
15 AT&T Telecoms US 39 85
British Sky
20 Broadcasting Group
Media UK 18 84
22 Autodesk Technology US 24 84
23 Monsanto Industrials US 46 83
25 Cigna Healthcare US 22 82
43 Walmart Retail US 85 77
52 IBM Technology US 6 75
64 PwC Industrials UK 40 71
65 Comcast Media US 84 71
73 Hewlett-Packard Technology US 34 69
Credits