3R Sustainability Social Media
Since 2023, I have coordinated and created social media content for 3R Sustainability, a sustainability consultancy headquartered in Pittsburgh, PA.
When I started my work with 3R, the company was posting once every two to three weeks and didn’t have a strategy for their content.
I led the way to help 3R to go from ad hoc posting to posting diverse, to strategic, (nearly) daily content. Over the course of working with them, their follower count has increased by over 2,000.
Categories of Content
I determined four main categories for 3R’s content based on content diversification best practices and 3R’s industry and goals:
Education & Thought Leadership
Educate the audience on sustainability concepts, regulations, standards, frameworks, tools, and more.
Promoting 3R’s Webinar Series is an important part of this
Present unique thoughts and responses to sustainability news and trends, highlighting the industry knowledge of 3R team members
Brand Awareness
Share 3R’s mission, vision, and values
Share 3R sustainability report, awards and recognitions, and memberships, which reflect what 3R is and what it works to do
Employee-focused
Feature individual employees via posts like “Meet the Team” or snapshots of individuals’ volunteer work, awards, etc.
Show photos of employees at conferences, meetings, seminars, training events, graduations, etc.
Selling services
Share testimonials and case studies
Describe our service offerings and support
*Note that many posts can fall into more than one category.
Some posts require input from specific team members who know about a particular topic. In these cases, I support the team member with the composition of their write-up and then copyedit and post it.
Sample: Education & Thought Leadership
“Ask a 3R Expert”
Intention: Demonstrate 3R’s expertise and willingness to help, highlight individual employees
My role:
Came up with “Ask a 3R Expert” concept (this series is still ongoing, with a new feature every few months)
Made formatting for LinkedIn post and blog post
Coordinated with Sara to complete the write-up for the blog and proofread the final piece
Created LinkedIn graphic
Wrote LinkedIn post
Made final post to LinkedIn
Here’s another example of an “Ask a 3R Expert” feature: Jason Clark on Carbon Emissions
Sample: Brand Awareness
Spotify Unwrapped
Intention: Create an engaging post that is both fun and informative, show 3R's accomplishments in 2024
My role:
Worked with a 3R team member to brainstorm what stats and accomplishments should be in the post
Wrote content that would be featured on LinkedIn graphics and in the text of the LinkedIn post
Designed the graphics that mimic Spotify Wrapped
Made final post to LinkedIn
Sample: Employee-focused
Rachel Bukowitz Volunteer Work
Intention: Recognize and promote the great volunteer work being done by 3R employees, put 3R faces in front of the 3R LinkedIn audience, show 3R cares about the planet and community
My role:
Interviewed Rachel regarding her work with Communitopia
Wrote article
Posted article 3R’s blog
Wrote 3R LinkedIn post
Made final post to LinkedIn
Sample: Selling Services
EcoVadis Services
Intention: Advertise 3R’s capabilities, highlight why you should choose 3R to provide this service versus another consultancy
My role:
Wrote first draft of LinkedIn post, making sure to include the “15-point score increase” statistic
Worked with one of 3R’s EcoVadis experts to get the post language to its final draft
Created LinkedIn graphic
Made final post to LinkedIn
