Most adults in the United States regularly get their news from social media outlets. Companies have...

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Most adults in the United States regularly get their news from social media outlets. Companies have noticed the trend. Those that have undertaken sustainability and corporate social responsibility efforts use social media to update stakeholders about their green values and initiatives. Patagonia is an outdoor clothing company known for its environmental activism. It created a Tumblr campaign called Worn Wear featuring vintage images of its jackets to remind people that its brand is made to last and shouldn't need replacing. But if it does, Patagonia will repair it for free or recycle it for you. The social media campaign was so successful that the company took it on the road-literally. It launched a "Worn Wear" road trip, in which a Patagonia team travels around the country repairing for free not only Patagonia products but any garments that need repairs. Along the way, the Patagonia Worn Wear team posts updates to Twitter and Instagram, as do the people they are helping. According to Patagonia, keeping clothing in circulation just 9 months longer can "reduce the related carbon, water and waste footprints by 20 to 30 percent." To emphasize this point, Worn Wear now includes a line of clothing made of recycled clothing. While many companies try to send convincing green messages, Patagonia does an exceptional job of communicating its brand and values through social media. Discussion Questions . Why might companies prefer to use social media to promote their green efforts rather than other forms of media? • Have you encountered corporate communications about sustainability or social responsibility on social media? How effective were they, and why? Most adults in the United States regularly get their news from social media outlets. Companies have noticed the trend. Those that have undertaken sustainability and corporate social responsibility efforts use social media to update stakeholders about their green values and initiatives. Patagonia is an outdoor clothing company known for its environmental activism. It created a Tumblr campaign called Worn Wear featuring vintage images of its jackets to remind people that its brand is made to last and shouldn't need replacing. But if it does, Patagonia will repair it for free or recycle it for you. The social media campaign was so successful that the company took it on the road-literally. It launched a "Worn Wear" road trip, in which a Patagonia team travels around the country repairing for free not only Patagonia products but any garments that need repairs. Along the way, the Patagonia Worn Wear team posts updates to Twitter and Instagram, as do the people they are helping. According to Patagonia, keeping clothing in circulation just 9 months longer can "reduce the related carbon, water and waste footprints by 20 to 30 percent." To emphasize this point, Worn Wear now includes a line of clothing made of recycled clothing. While many companies try to send convincing green messages, Patagonia does an exceptional job of communicating its brand and values through social media. Discussion Questions . Why might companies prefer to use social media to promote their green efforts rather than other forms of media? • Have you encountered corporate communications about sustainability or social responsibility on social media? How effective were they, and why?

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1 Companies might prefer to use social media to promote their green efforts for several reasons Wide Reach Social media platforms have a massive user base providing companies with the opportunity to r... View the full answer