How are environmental organizations using social media?

Environmental organizations are turning to new innovative practices that allows for two-way communication channels between the organizations and their constituencies. Some of the Facebook dominating organizations include:

Green politics have become a hot topic as environmental awareness grows exponentially. Two-way communication is essential, as there have been rapid policy changes and debates amongst the ecosystems changes. These environmental organizations have been expanding their horizons and opening many doors in the industry. Since social media has become such a huge part of today’s society, it is easy for organizations like Environmental Working Group and Sierra Club, to give their audiences the advantage of staying updated on active news and policy changes by keeping their social media sites updated. Environmental organizations are educating and informing their followers as news progresses, having such an informed and caring crowd allows for easier feedback from the followers.

These organizations all have one thing in common, they are not selling a product; they are selling a goal, a dream, and a lifestyle choice. They have a niche market of outdoor lovers, environmentalist, tree-huggers, and do-gooders; people whom want and are willing to make a difference. What is selling them, is the organizations’ mission statements. Organizations are expected to remain truthful and trusting to their followers, in order to do this, these organizations rely on special branding techniques. These organizations are selling an intangible goal and mission; they are gaining followers as they increase awareness and education.

Some of the unique branding techniques they are using are #hashtags, shares, and likes to help the organizations spread their wings. Social media platforms are a break through for environmental organizations. The two-way communication allows feedback that can often sway the constituent and pull at their heartstrings. Sharing values and ethics through social media allowed the user to feel connected. Social media platforms such as, Facebook, Twitter, Instagram, YouTube, and blogs allow these environmental organizations and nonprofit organizations to reach out and interact with their followers which allows for a more connected relationship. Connection is key in maintaining and gaining followers. The users and followers of social media sites want to feel important and listened too. Organizations rely heavily on the feedback from their constituencies because after all, they are dictating what these environmental organizations are posting.

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#Hashtags can be seen here alongside customers who are posting their feedback. 
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2 thoughts on “How are environmental organizations using social media?

  1. I think you hit the biggest points here in how environmental organizations utilize social media and two-way communication. You mentioned how environmental organizations are using social media as means of updating constituents as policies change, insinuating that the organizations’ goals likely change too, depending on what these policies revolve around. This is a great point considering one of the biggest goals of an environmental organization is to raise awareness through education. This clearly requires up to the minute information, giving social media the upmost importance in this line of business.
    Advocacy advertising is also a huge proponent in this business. Goals and values are essentially the only thing they have to sell people, and these organizations have a huge advantage in today’s society by having access to social media. They must use it wisely to communicate their ethical standpoints.

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    1. Thank you for taking your time and leaving a comment, Julia. Advocacy advertising does play a major role in advertising for many organizations. I agree with you completely, companies need to communicate their ethical standpoints but they must tread lightly.

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