"Viral" is not a strategy - it is a social phenomenon and should be the result of social opinion and exuberance, not a calculated move by a corporate entity.

Social media makes things more personal, and there is an element of trust.

Should be a tool for transparency and dialogue but it is being misused:
ESPN forcing employees to twitter ONLY about ESPN
"viral" advertising campaigns

Internal policies should be common sense - if you wouldn't say it at a cocktail party, you shouldn't put it online. People should be free to speak for themselves and be themselves, otherwise the channel is being misused and becomes ineffective (construed as "fake").

Social media tools are very effective for small businesses - they're free and personal and small-scale. You are also able to show a history of communication re: sustainability -> trust.

Key steps:

1. Define goals.
2. Understand your audience.
3. Research the appropriate channels for your audience
4. Presence framework: prioritizing the opportunities for your online efforts: home base + outposts
5. Passports - have profiles on other sites to follow what is going on with community, competitors.

Other ideas:

• Set up a schedule for individuals to blog, tweet or facebook about the organization/company
• Generate ideas from the bottom up - listen to what employees are interested and excited about concerning sustainability, and find how that relates to the company.
• engage peoples' families - not social media, but just plain social!
  

Terrapass is a great example of the use of blogging. More than half of their business comes through their blog.



Resources

Look up papers written by:
Cameron Marlow
Danah Boyd (danah boyd)