Corporate communication, sustainability, and social media: It’s not easy (really) being green Harvard Case Solution & Analysis

This experimental research explores how 16 international corporations from four differentiated business sectors technology gear, food/beverage/tobacco --retail, and consumer goods --use social media platforms and corporate social responsibility (CSR) reports to communicate about sustainability. Facebook, Twitter, CEO letters from yearly reports and CSR/sustainability reports, and other company documentation are analyzed to compare the content and scope of these companies' corporate communication. The sample is split into two subsamples (Not Green businesses and Green) using Newsweek's Greenest Company 2012 positions, and compared for differential utilization of corporate as well as social networking reports.

Results portray communication changes across firm and business related to types of sustainability initiatives reported, metrics deployed and communication media used, and that Green firms must be somewhat more active and robust than Not Green firms both in encountering sustainability and in general media activity. Consequences are discussed and recommendations are presented for companies seeking to better understand the successful utilization of sustainability and the latest social media communicating.

PUBLICATION DATE: November 15, 2014 PRODUCT #: BH641-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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