I was very happy to read a recent GigaOm post that described the importance of social media for clean technology companies.
For years, Greenough has represented a number of green-tech firms, and this roster is continuously growing.
It is a fun and exciting opportunity to work with a clean-tech firm; the complexities of the technology and the often conflicting opinions towards them can require adaptation and a more targeted approach to outreach. While there is a niche community that understands the implications of clean-tech, common knowledge of the sector is limited. People may understand the theory of a technology, but not its practice, and social media becomes the important tie that binds. As PR professionals, we make it our goal to overcome the stigma caused by misunderstanding, and educate the market about our clients’ true practices.
As GigaOm referenced, and we affirm, the secret weapon of this educational component is social media. Social media allows information about clean technology to become more accessible, and so gradually people become more comfortable with all of its implications. We’d like to share with you a few successful social media endeavors of our clients.
The Carbon Neutral Company
One of our clients, The CarbonNeutral Company, is a provider of carbon reduction solutions around the globe. As you can imagine, not many people grasp what this means at the outset. So, the CarbonNeutral Company uses social media for educational purposes and to achieve its B2B goals. With an active Twitter stream, YouTube Channel, and Company Blog, The CarbonNeutral Company paints a comprehensive picture of what is services are and how these services are beneficial to the global environment. The company also does well by engaging on LinkedIn. Individual employees have taken the initiative to not only participate in but lead discussions on relevant topics such as Corporate Social Responsibility and Carbon Offsetting, allowing them to educate the audience about the company’s practices. The company’s effective use of social media demonstrates that these channels need not be limited to strictly consumer-facing industries. Check out their online videos:
Another client, Harvest Power, produces renewable energy and soil enhancement products from discarded organic materials. To help educate people about its cause, Harvest Power has an active Company Blog, Facebook Page, and Twitter Stream that ensure its followers to develop a broader sense of the technology. Using these outlets, the Company ensures that its audience also has an understanding of how the technology influences its community, and just like that, organic waste management becomes relatable and fun.
We could talk all day about our clients, but we won’t. Instead, we will leave you with a few cool clean-tech initiatives taking place in the social media sphere. Remember that there is always more to explore in social media, so long as you engage and educate your clean-tech mission:
- Ford is using YouTube and Facebook to determine what engine they will use for the newest line of Electric Vehicles. See here for Vehicle Test Sound A.
- SunPower, a designer and manufacturer of high-efficiency solar panels and arrays, is using a Facebook contest to educate consumers about solar technology. Check it out here.
- OK, social media isn’t really the backbone of this clean-tech contest, but it’s too awesome to pass up. Google + NASA teamed up to sponsor the Green Flight Challenge, offering a cash prize to the most energy-efficient aircraft. ( The aircraft must be able to fly 200 miles in under two hours, and achieve the equivalent of 1 gallon of gas per passenger)
Contributed by Sarah Hurley: @Sarah_Hu
Image courtesy of Flickr Creative Commons, user: BFS Man