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Causes and communities: how to tap into the power of social media

by Sara Bearchell, Edelman  

A significant shift has taken place in the media landscape. Whereas once we tuned into the television and picked up the newspaper for information, now we turn to our computers and mobile devices, and watch TV and read the newspaper – all at the same time.  The digital age has brought a plethora of social and online communications tools to bear, and with it, new opportunities for businesses – including those in the recycling and waste management sector.   

How can small- to mid-sized firms in this sector unlock the potential of social media? The answer is simple: causes and communities.   

In the never-ending fire hose of information that comprises our online lives, consumers are hungry to make sense and meaning of the world. One way to communicate in this media landscape is to demonstrate a sense of values.  The desire to protect the environment and manage our collective future is a common value shared across generations today, and that’s something recycling and waste management firms can tap into. It’s something that binds people together and empowers us to take actions – whether it’s organizing our recyclables, diverting waste from landfills or taking part in a consultation about waste management services in our communities.   

The very definition of a community is a group of people with a shared sense of values and goals. Tap into this world of online community, and your company and brand can experience significant support and growth.   

5 tips on tapping in

1) If you want to reel in a catch, “fish where the fish are.”  
Consumers are spending a lot of time in social media spaces. Websites and “owned” media spaces have tremendous value for companies, but so does setting up a little camp where people are already spending their time. Create a Facebook page for your business. Facebook is the number two destination online, second only to Google, and consumers spend more time there than any other place.

2) Start small and start today. 
Remember that for the most part, the tools your company needs are readily available to start using. Compared to traditional media tactics, there’s no need to purchase airtime, book a placement or pitch a journalist. With a little technical help, you can start up a Twitter channel, join a blogger community or build a quick Facebook page in pretty short order.    

3) Do not ‘market’ in social spaces. 
The first step to building a great community is to start listening. Then start talking. Talk about what matters to you, what you stand for and the values that your company shares with your audience.  

4) Let people know you’re there.  Got a mailing list or network of contacts that are already on your side? Start there. Get your family inside the tent first. Then don’t hesitate to advertise your Facebook page using ads. Start following the right people on Twitter, strike up conversations or connect with other like-minded bloggers.   

5) Seek help when you need it. 
Navigating the waters and communicating with multiple stakeholders online can be tricky. There are plenty examples of what not to do out there. Consider consulting a social media expert to bring your communications to the next level, and help you start to reel in the really big fish.  

Above all else, remember that you’re a human being, and so are the people you’re talking to you. Think of your online consumers as your community and you will have customers for life.  

visit www.edelman.ca.