Going Green with Google – 2022

GOING GREEN WITH GOOGLE

My Chosen Brand

Google Goes Green

Joining a slew of other hardware manufacturers, Google has announced that it will making a bigger move towards sustainability. While the company took steps to be more transparent in its environmental impact in 2018 by releasing environmental reports; Google is now taking its green initiative a step further. The sustainable solutions they are working on are:

*hardware and services will be carbon neutral by 2020.
*Made by Google products will include recycled materials also looking to maximize recycled content where possible by 2022
*Make technology that puts people first expanding the benefits of technology (Jones, T., 2019).

As of 2018, Google also announced they want to bring one million thermostats to families in need by 2023. This is how we will achieve our ambition to leave people, the planet, and our communities better than we found them (Megan, A., 2019).  This shows they are being socially and ethically responsible (Olsen, K., Veerman, B.).

How Google is Socially Responsible

Socially Responsible Investing - Chicory Wealth

To maintain its leadership as an innovative technology firm, Google must address the interests of its stakeholders through suitable corporate social responsibility (CSR) policies. The company’s current CSR efforts are comprehensive and satisfactory, based on international standards and expectations (Meyer, P., 2017). Their stakeholders included:

1. Users
2. Employees
3. Advertisers and customers
4. Investors
5. Governments
6. Communities (Meyer, P., 2017)

There is also details about how they need to do better in these areas and plan on doing more over the next two years. Based on the recent data, they are doing their due diligence in regards to social responsibility (Meyer, P., 2017).

Google and China, efforts to rewrite a tale, but with censorship
Google and China

Google had some issues with China in 2010. The company quietly developed a censored search engine for the country. They also participated in project Maven which uses artificial intelligence to interpret and categorize data for U.S. military forces, prompted internal controversy. Some Google employees quit, and thousands of others expressed opposition to work that could be used for weapons targeting (Sewall, S., 2018).

google legal
Legal/Ethical

Google has had legal cases involving ethics issues with China. When a Web-surfer searched “Tiananmen Square” on Google’s Chinese language Web site in Los Angeles, reports of the 1989 demonstrations popped up. So if the same surfer entered the same words on Google’s Chinese language site in Beijing (at various times either nothing or innocuous history came up) (Heineman, B., 2010). 

In a post on its Web site from its chief legal officer, Google said that recent, repeated hacker attacks originating from China had compromised its intellectual property and threatened the confidentiality of “gmail accounts of Chinese human rights activists.” These events, Google said, raise issues of security, privacy and global free speech.  As of today Google and China have arrived on new terms and they shut down the site (Google.cn). Their legal team handled (Heineman, B., 2010.).

The four pillars of sustainability
Environment or profit?

Google says they are a working to achieve a positive environmental impact throughout their value chain in five key ways:
1. by designing efficient data centers,
2. advancing carbon-free energy,
3. creating sustainable workplaces,
4. building better devices and services,
5. and empowering users with technology (Environmental Report, 2020).

In regards to technology and other Google tools they are making money. So I would suggest they are focused on both, but seem to tackle these areas separately.

Resources

Environmental Report (2019). Google Environmental Report 2019. services.google.com. Retrieved from https://services.google.com/fh/files/misc/google_2019-environmental-report.pdf.

Heineman, B. (2010). The Google Case: When Law and Ethics Collide. Theatlantic.com. Retrieved from https://www.theatlantic.com/politics/archive/2010/01/the-google-case-when-law-and-ethics-collide/33438/.

Jones, T. (2019). Google Goes Green. gizmodo.com. Retrieved from https://www.gizmodo.com.au/2019/08/google-goes-green/.

Meegan, A. (2019). Our hardware sustainability commitments. blog.google.net. Retrieved from https://blog.google/outreach-initiatives/sustainability/hardware-sustainability-commitments/?utm_source=ausdroid.net.

Meyer, O. (2017). Google Stakeholders & Corporate Social Responsibility (CSR). panmore.com. Retrieved from http://panmore.com/google-stakeholders-corporate-social-responsibility-csr-analysis.

Olsen, K., Veerman, B. (2010). Corporate Social Responsibility. slideshare.net. Retrieved from https://www.slideshare.net/gvlk/one-smooth-stone-corporate-social-responsibility-2907719.

Sewall, S. (2018). Google was working on two ethically questionable projects. It quit the wrong one. Washingtonpost.com Retrieved from https://www.washingtonpost.com/opinions/google-was-working-on-two-ethically-questionable-projects-it-quit-the-wrong-one/2018/09/07/f95ee7b4-a639-11e8-97ce-cc9042272f07_story.html.





Benefits of Twitter/Social Media

Social Media marketing Services and Its Benefits - GeeksChip
Social Media Marketing & it’s Benefits
How to Post Videos on Twitter - The Complete Guide - Magisto Blog
TWITTER

Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase your business’ visibility. Implementing a social media strategy will greatly increase your brand recognition since you will be engaging with a broad audience of consumers. To get started, create social media profiles for your business and begin interacting with others. Staying present is key and will pay off eventually (Blue Fountain Media, N.D.).

Without marketing your business on social media, your inbound traffic is limited to your usual customers. The people familiar with your brand are likely searching for the same keywords you already rank for. Without utilizing social media as part of your marketing strategy, you’ll have much more difficulty reaching anyone outside of your loyal customer circle. Every social media profile you add to your marketing mix is a gateway to your website, and every piece of content you post is another opportunity to acquire a new customer (Blue Fountain Media, N.D.).

Twitter is an American micro blogging and social networking service on which users post and interact with messages known as “tweets”. Registered users can post, like, and retweet tweets, but unregistered users can only read them (Wikepedia, N.D.).

I have been a registered user of Twitter for about four years now. The past two years I use it primarily for my company. From hashtags and pinned tweets to Twitter lists and social media influencers, there’s a lot to Twitter. With the right marketing plan, businesses can use the platform to create successful social media campaigns to increase sales, boost brand recognition and increase customer service (Driver, S., 2019). 

I utilize the hashtag tips and use video ads for my posts/content. I get moderate engagement and a lot of views. I believe it is good to have Twitter just to present a strong social media presence, but I do not get any business from that particular page. My business opportunities come from LinkedIn and Alignable.

The Main Benefits of Online Marketing

The main benefits of marketing online are:
Advanced Targeting
Direct Access to customers
Brand Awareness
Lower Advertising Cost
Building a Community
Increased Leads & Sales (Lyfe Marketing, N.D.).


Each benefit of social media described above are all different factors that play a role in your campaign results. But knowing the benefits of social media will not be enough. However, knowing allows you to plan for success. Now you can implement the right strategies for your business to reap the results you want, namely insights for marketing campaigns (Lyfe Marketing, N.D.).

insights – digitalAudience – gain insights of your target audience ...
INSIGHTS

INSIGHTS FOR MARKETING

First off, let’s establish this:
Customer Insights are not solely data points. Yes, numbers are involved, but:

Marketing insights are the more reasoned thoughts and conclusions established based on analysis of data and information established from market research, surveys, and so forth.

According to a talk from Morgan Shorey, “Insight (is) a truth which until now has not been leveraged, but if leveraged will generate revenue.” Marketing insights are the more reasoned thoughts and conclusions established based on analysis of data and information established from market research, surveys, and so forth. With measurable data that is built withing the various platforms marketers can download information, manually track and measure in excel or through online analytics tools such as Hootsuite and Buffer (Windsor, A., 2019).

They can measure things such as number of likes, Customer reach, Engagement, impressions, number of followers/growth and more. With the world living in a time were technology can take business owners to the customer, being online makes sense (Windsor, A., 2019).

REFERENCES

Blue Fountain Media (N.D.). 10 Advantages of Social Media Marketing for Your Business. bluefountainmedia.com. Retrieved from https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing.

Driver, P. (2019). Twitter for Business: Everything You Need to Know. businessnewsdaily.com. Retrieved from https://www.businessnewsdaily.com/7488-twitter-for-business.html.

Lyfe Marketing (N.D.). What Are the Benefits of Social Media Marketing? lyfemarketing.com. Retrieved from https://www.lyfemarketing.com/benefits-social-media-marketing/.

Wikepedia (N.D.). Twitter. en.wikipedia.org Retrieved from https://en.wikipedia.org/wiki/Twitter.

Windsor, A. (2019). What are Customer Insights in Marketing? powerdigitalmarketing.com. Retrieved from https://powerdigitalmarketing.com/blog/what-are-customer-insights-in-marketing-2/#gref.



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