Social media can be both a carrot and a stick. The new media serves the growth of sustainability as a powerful communications tool and as a persuasive means of pushing for pro-social change. Social media gives organizations and individuals the ability to correspond with vast audiences. In addition to its tremendous reach, social media is largely about collaboration and community, which is entirely consistent with the values inherent in sustainability and CSR.
For organizations involved in sustainability, social media affords a multitude of benefits including increased consumer trust. While social media can benefit responsible organizations by enhancing their brand reputations, it is also a platform capable of exerting tremendous pressure on irresponsible businesses.