How leading companies use LinkedIn to promote sustainability messages

首先Sustainability Social Media Rankingfrom sustainability communications agency上下文，看着100家公司如何使用Twitter来交流可持续发展的消息。必威体育2018在一个new report，语境分析公司如何使用LinkedIn可持续发展的通信。必威体育2018

上下文发现，LinkedIn产生比Twitter更显著参与，以及一些公司成功地使用个人账户的可持续性领导企业，除了企业主帐户。必威体育2018

企业如何使用LinkedIn

On LinkedIn, as on Twitter, companies potentially can employ three types of accounts:

1. 主要企业
2. Dedicated sustainability
3. 个人账户可持续发展的领头羊的必威体育2018

Of the 100 companies in the survey, 99 made at least one sustainability post on their main corporate account, 47 sustainability leaders posted on their personal account, and only three companies used a dedicated sustainability account.

方法：企业如何进行排名

上下文从100家公司收集的数据，确定他们的主要企业和可持续发展的领头羊LinkedIn账户（专用账户的可持续性不包括由于小数目）。必威体育2018

使用可持续性的广泛定义 - 从气候战略，以志愿服务 - 必威体育2018上下文计算的帖子的频率，并记录他们产生互动。

成功测量方式：

1. Posting frequency- 可持续性内容的帖子数量必威体育2018
2. Engagement— the number of likes and comments received
3. Active listening— the number of times they liked or commented on other member posts (sustainability leader accounts only)

Which companies did it best?

BP头上的关于其企业主帐户每天1.3帖定期发布率总排名，达到平均每640个后订婚。BP是第一，而无需使用个人可持续发展的领头羊帐户。必威体育2018

联合利华是第二位的0.78每天发帖率和平均每个职位1061个订婚令人印象深刻的平均水平。像BP，联合利华没有使用其通信的个人可持续发展的领头羊帐户。必威体育2018

Third place Marks & Spencer adopted a very different strategy, relying mainly on the personal account of Mike Barry, its former sustainability director. Barry made an impressive 4.3 posts per day while the Marks & Spencer corporate account made only five sustainability posts in three months. Overall Marks & Spencer achieved an average of 120 engagements per post.

Here are the sector leaders

在100家公司的调查包含九个部门加五个一批年轻的公司，又称“新来者”。在LinkedIn社交活动的总体部门领导有：

Apparel:耐克

Beverages:Diageo

提取物：BP

FMCG:联合利华

餐饮：Mars

Pharma and healthcare:Merck

Retail:M&S

软商品：Olam International

技术和通信：谷歌

Newcomers:我们工作

The importance of being a good listener

必威体育2018可持续发展社交媒体是一个双向通话的潜力 - 把它作为数字晚宴。无聊的嘉宾在晚宴上吹嘘自己的成就不显示在别人的任何权益。所以，如果你想结交朋友在社交媒体上，使采取其他人的帖子，特别是有影响力的一个关注点。这意味着喜欢，评论和重新发布他们的内容。上下文称之为“积极的聆听。”

最活跃的听众是巴里，共1053个回复别人的帖子 - 平均12天的。紧随其后的是西门博阿斯Hoffmeyer，在嘉士伯的可持续发展总监，与832级的响必威体育2018应，平均九的日子。

LinkedIn versus Twitter, which works best?

我们有一种预感,但直到我们处理the numbers, we had no idea of the margin. LinkedIn generates three to five times more engagement for sustainability posts than Twitter. Despite this, many teams are putting as much — or more — effort into their Twitter feed than their LinkedIn one.

10 tips for sustainability communications teams

Sustainability teams and their communications colleagues recognize their only option is to connect with their stakeholders on social media or not connect at all.

虽然网站和报告是用于发布可持续发展计划和方案的详细信息的基础上，企业不能指望这些吸引高读者人数。必威体育2018如果他们想继续前进的认识针，企业必须挖掘社交媒体的潜力。

One key tactical question arising from the survey is whether businesses should use a personal account of the sustainability leader and other team members to share their messages. The power of this was clearly demonstrated by several companies, notably M&S, Google and Coca-Cola.

LinkedIn generates three to five times more engagement for sustainability posts than Twitter.

A social media-savvy CSO will come across as an authentic voice, more readily accepted by influencers, who tire of corporate PR. The downside is that the influence they establish is owned by the individual who may leave the company.

That said, it could be better for the company to benefit from the personality while it can, rather than miss out. Social media influence is just one talent a person brings to a company. Why view an employee’s social media contribution differently from their other work roles?

调查显示企业如何在社交媒体上接近可持续发展和他们所发现的挑战。必威体育2018常见的问题是：我们如何创建引人注目的短消息？什么是处理负面问题的最佳方式是什么？我们如何以可持续发展影响力搞？必威体育2018

以下10个简单的技巧有助于建立对LinkedIn和其他平台的有效的可持续发展活动：必威体育2018

1.平衡短信和收听

主要目标可能是让内容发现。但这只是一半的工作。通过与其他用户的柱接合你的团队可以打开一个对话：“积极地倾听。”同时使用短信和收听更好的参与。

2.定制内容平台和受众

LinkedIn是更专注于专业的社区比其他平台。观众包括现有的员工，潜在的新兵，业务伙伴和影响力。创建发人深省的职位，这些群体的火花谈话。

3. Focus on relevant topics

Participate in conversations that are timely and relevant to your work. Follow people, companies, topics and hashtags to ensure you don’t miss a beat and your posts are relevant to broader conversation.

4. Repurpose content

Tremendous effort goes into your sustainability reports, media campaigns, press releases and events. Adapt this content for LinkedIn, expanding your audience and improving your ROI.

5.创建社区

Ask your colleagues to post their content and to share yours. Being generous by sharing and commenting on other people’s posts makes it more likely they will return the favor.

6.使用图片和视频

Every post should feature a visual element relating to the text, such as videos, photos, or branded graphics. Videos should be 30 seconds or less and uploaded directly to the platform — this means they will play automatically.

7.包含一个链接

Include a hyperlink to learn more through a LinkedIn article or external website. Use link-shortening sites such as bit.ly.

8. Optimize timing

LinkedIn用户在工作日期间最为活跃。研究表明，以职位的最佳时间是下午2点上午8点之间至周五星期二。

9. React, in real time

定期监测LinkedIn活动，以便能够迅速作出反应。这有助于对话的感觉更真实和驱动器的参与。如果你的团队提出的问题，确保有人响应快。

10. Measure progress

Set yourself simple LinkedIn goals, and track your progress. Look to build followers and even more important, engagement. LinkedIn Analytics is the tool for company pages.

For sustainability managers and communicators, it’s no longer a question of whether to use social media, it's how to use social media. Context’s surveys have revealed the approaches that work best on Twitter and LinkedIn. Its forthcoming research will focus on the big consumer social media platforms.