Courtney ForresterRecycling Manager
City of Newton
Outline
• Promoting Sustainable Behavior
• Using Social Media
– Blogs
– Facebook, Twitter
– Videos
• Using your Website
• Tips for Messaging
Promoting Sustainable Behavior:Crafting the right message
While education and advertising can be effective in creating public awareness and in changing attitudes, numerous studies show that behavior change rarely occurs as a result of simply providing information.
– Doug McKenzie-Mohr
Using Social Media to Change
Behavior
Web 2.0
• Good for volunteer groups to maintain
• Longer posts, detailed messaging
• Engage community with comments
• Examples:– Newburyport – Toward Zero Waste
– Newton – Virtual Recycling Tour
• Micro blogs
• No frills, straightforward, quick messaging
• Keeps messaging going between events/programs
• “elevator pitch”
• Creates an online presence/profile
• Encourage commitments – get likes, ask questions, get feedback
• Connect and engage
• Promote events
Videos
• Sites: YouTube, Vine, Vimeo• Examples:
• Salem – “You Gotta Recycle, Buddy”• Somerville – Single Stream Recycling toters• Newton – Virtual Recycling Tour
Using your Website
• Creating a Recyclopedia
• Frequently Asked Questions
• Maps
• E-newsletters
FAQs
Maps
E-newsletters
• Collect addresses – always offer unsubscribe link
• Set a frequency that will work with your schedule
• Promote social media
• Promote Events
• Highlight successes
• Quick links to Website
• Examples: Boston, Cambridge, Lowell, Newton, SSRC
• Be consistent
• Keep updated
• Keep web content concise
– Use heading to break up long text
– Use bullets, text formatting, spacing
• Use pictures and images
• Create one pagers that residents can print and post at home near recycling bin
Messaging
Questions?
