A concerned constituent is more likely to tweet a concern straight to an organization versus writing a letter, sending it to a far away address, and having the chance of never hearing about it again. Social media is the key because it allows for instant gratification as well as the opportunity for people to express their concerns and opinions. When using social media people feel as if the opinion is being heard. Another advantage to using social media is that it allows for the organizations to connect electronically as opposed to older forms of communication that are becoming outdated and expensive for example flyers, mail, and billboards.
Social media empowers the consumers and makes them feel that their voice (or text) will make a change. In partnership with trying to achieve constituencies’ approval companies are more likely to listen. A marketing strategy that Environmental organizations use is the acceptability of allowing consumers to be heard on different social media platforms. People can share their thoughts among a vast group of individuals who think like them. These organizations see awareness rising and they are willing to help stand for the cause.
In the growing age of technology large corporations can no longer be bullies. If consumers do not like a company’s environmental standpoint, they make note of it, they talk about it, tweet about it, post about it, blog about it. Consumers speak their concerns about it and someone is always listening. Environmental organizations crave for the consumers input; it drives them, excites them, and empowers them. Environmental organizations aim to help concerned followers like you. Viral revolutions can be started by the click of a YouTube video due to data and information being a click of a button away.
Want to sign a petition? Do you want to show interest? Just click on the link. Getting consumers involved in a vast network of communication has never been easier. Sharing and clicking on post leads to defused movements.
This rise of independent activist continues to make a mark on social media globally. When people are informed and educated, they are more likely to take action. A study done by Cone Communications Digital Activism Study in 2014, links the connection between a socially responsible organizations need to support the cause by donating, volunteering, or sharing. Environmental organizations are doing more than informing their audiences through social media platforms, they are motivating and encouraging their followers to take action. According to the Recyclist webpage 70 percent of users are likely to learn about their environmental impacts and the changes they can do to reduce it. Only 25 percent reported keeping up with the activities they originally committed to do.
So as the research suggest, people are clicking, but the next big move for these environmental organizations for their goal to truly be accomplished is getting people to take on actions besides clicking the share button. Overall environmental organizations have accomplished tremendous amounts of feedback from the uses of social media platforms. The next step is to create an open conversation for users to allow them to express their feedback. This encourages new independent activists that will go and thus creating a brand ambassador creating a communication feedback loop.