Top 3 Reasons Waste Management Companies Need Social Media

Today social media is one of the most powerful ways to connect with customers, educate consumers and increase visibility in what has become a highly-competitive $50-billion-a-year industry. At the top of the social media stack stands U.S. based Waste Management. And the reason they are so successful at leveraging social media is because they engage with and maintain a continual dialogue with their fans, followers and customers.

A quick snapshot of their Twitter account shows that the stream of over 14,000 followers is carefully monitored, tweets to the company are responded to in a timely manner and there is never an instance in which they negatively engage with followers or defend their position; they simply provide solutions, answers and immediate feedback.

On Facebook, they provide a variety of opportunities for engagement, from “caption this picture” contests to links to their latest blog posts. Not all of the feedback on their page is positive; customers complain about missed pick-ups and increases in prices. But the company does not hide or delete any comments, and they allow fans to engage with each other. The company blog is updated regularly, and on all platforms, the company maintains a consistently positive message, promoting sustainability and green efforts while making it clear they are accessible and available.

Social Media Takeaways for the Waste Recycling Industry from Waste Management:

• It is not enough to just have social media accounts; they need to be monitored, and followers and fans need to feel like they are being heard.
• Developing a consistent message across all platforms is crucial.
• Don’t hide negative comments; use them as an opportunity to engage, provide support and strengthen your position.
• Take every opportunity to highlight your company’s culture and personality – make it personal!
• Know your company’s goals and mission, and align social media messages.

Top 3 Reasons Your Waste Management Company Needs Social Media:

1. Your current customers are on social media. 95% of Australians are using social media. Chances are your business and residential clients are on social media so connect with them!
2. Your potential customers are on social media. Looking at the same statistic above there's a good likelihood your potential client is on LinkedIn, Twitter, Google+ or Facebook as well.
3. Help grow brand awareness. Waste management and recycling businesses using social media today are growing and enhancing their brand by being engaged with their online audience and updating them on their values and story.
4. Can reduce marketing costs. Social media marketing in many cases can cost less than traditional print marketing and advertising and with a has a longer shelf-life.
5. Better for the environment. More and more businesses are looking to green their supply chain and 2 out of 5 Australian residential consumers seek out eco-friendly alternatives before making a buying decision. Using a less paper-based marketing solution social media can help you reach this market.

Next week, we’ll explore ideas for improving social engagement for the waste management industry.

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