YouTubing towards sustainability: StakeholderTube
9 juni 2008
The trend this article identifies is not new. However, I believe that we “ain’t seen nothing yet” on how YouTubing will influence sustainable development. An image says more than a 1000 words. A new generation is growing up that prefers communication through images. Business uses internet to pre-run commercials and test them among global audiences. The use of internet for videos is maturing rapidly.
Meanwhile, both business and many stakeholders are struggling with the notion of stakeholder dialogue. Drinking a cup of coffee every now and then is fine. Agreeing on action plans too. Even identifying areas “where we agree to disagree” is helpful. But in a "YouTube world" it is to be expected that many are going to leverage the power of images to transfer a stakeholder dialogue into stakeholderTube. Every mobile phones has an integrated camera: pictures / vidoe's can be made everywhere, any time. Any incident, any example of an adverse event, every dying polar bear, is launched on the world wide web.
I think that dialogues will just be the carrots in stakeholder interactions and Tubes will become the stick. StakeholderTubing will not always be fun. But it will require both business and activists to do their homework, live up to their claims and promises. The boxing arena which I have described before, the need to be agile to have a powerful “social antenna”, is ever more important. For business and any stakeholder.
Do you have any good examples to share with us?
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