Sustainability and Social Media : Is It A Natural? – Take 2

In May 2008, Intelegia examined the Dow Jones Sustainability Index – 10 Supersectors Leaders in terms of the use of blogs in their approach to corporate social responsibility (CSR) and sustainable development (SD).    After conducting a thorough examination of the websites of the companies listed in the index, Intelegia discovered that Intel had a full compliment of Web 2.0 tools (i.e., blogs, podcasts, videocasts) and Web 1.0 applications (i.e., newsletter and news alerts) to deal with social responsibility issues.

With the acceptance of online social networks as viable communication tools during the past year, Intelegia decided to conduct the same exercise with the Dow Jones Sustainability Index (2008 / 2009).  The image below is the scorecard that was used to evaluate the company’s websites.

Source: Intelegia

Please Note: Only online social networks that are mentioned on the company’s website are considered.

Findings from the study include:

  • Of the 18 companies in the index, only two companies do not have a section of their corporation website discussing corporate social responsibility or sustainability development. Itausa-Investimentos Itau and TNT N.V.
  • Intel still leads the way in terms of adopting Web 2.0 applications when it is comes to promoting their dedication to corporate social responsibility.  This is seen through Intel’s official Facebook Fan page for their Inspired by Education project.  Although not located in their CSR section, the company has a channel on YouTube titled, Channel Intel.  It would not be a big shock if Intel creates a channel specifically for CSR content in the near future.
  • adidas AG does not offer much in terms of Web 2.0 tools when it comes to CSR or SD however; looking at their products website is a different story. offers an array of Web 2.0 tools such as podcasts
  • Eni, an integrated energy has a collection of videocasts discussing their various sustainability initiatives.
  • Air France-KLM in the airline industry does not have a presence on Web 2.0 which is surprising.  For a company that should be engaging with  clients, Air France-KLM must begin an effort to use social media tools.

With the power of the Web 2.0 or social media offer to connect with other, it is interesting to see who will be quickly adopting applications and who will be conducting “business as usual” over the next 12 months.