ESG, how do companies communicate via social media? In July, Sace, Inwit and Webuild stand out

The results of the monthly focus by the ESG Culture LAB of Eikon Strategic Consulting Italia

How much is it how large companies are communicating ESG issues on their social networks? Which hashtags do they use and which areas do they favor? And what results do they get in terms of engagement? The answers in a monthly focus by theESG Culture LAB of Eikon Strategic Consulting Italy, in collaboration with Adnkronos, which measures the impact of ESG issues in the social communication of the 300 main Italian companies according to the Mediobanca R&D study. For the month of July, three companies stand out: Sace, Inwit and Webuild.

The main results

In July 2023, 61% of the companies included in the monitoring published ESG content on social networks (68% in June). Of these, 52% published fewer than 5 posts (the same figure as in June). There are two main indications: the engagement rate generated by ESG posts is confirmed as indicative; there is a physiological summer drop in the number of posts produced and in total interactions. 1,487 posts on ESG topics were produced (1,840 in June); total user interactions down compared to previous months (116K). Content engagement, despite a drop in total interactions, recorded a rate of 0.38% for ESG topics. The other themes recorded an engagement rate of 0.24%. ESG issues therefore involve the public more, consequently generating more interactions.

The topics we talk about the most

In the month of July, 3 main peaks can be identified: 3 July, sustainable mobility projects; July 13, initiatives on gender equality and employee well-being; July 19, sustainability and the third sector. Compared to the previous month, there is no common theme in the publications of the various companies. The contents are very heterogeneous and linked to the relaunch of company projects/initiatives.

What companies are talking about, area by area

In July 2023 area E (environmental) grew, reaching 67%, the highest figure recorded in 2023. Area S (social) was down but still significant with 29%. The weight of area G (governance) is still limited at 4% (in any case, an increase compared to the previous months). What is the most viral content? The highest engagement rate is associated with S themes, closely followed by E themes. However, both areas recorded a decline compared to previous months. On the other hand, the G themes are increasing.

The most used hashtags

Among the most frequent hashtags, #sustainability, #ESG and #mobility stand out, as well as #sdgs, #innovation, #sustainability, #training and #inclusion.

Sector focus

How many companies have published ESG posts? The companies in the banking-financial sector prevail (88%), followed by energy-oil (75%) and by telco (73%) and transport (72%). The greatest incidence of ESG issues on the total social content produced is recorded for the Energy-Oil sector (30%), followed by Pharma (22%). Again in July, the two sectors were the most active in ESG publications. The highest engagement rate is recorded in the Transport sector (0.72%), followed by Telco (53%), Food (0.53%) and Pharma (0.52%). ‘E’ is mostly controlled by Energy-Oil (84%), followed by Automotive (78%) and Transportation (74%). The ‘S’ is mainly controlled by Media (76%) and Pharma (62%). The Banking-Financial sector is the most relevant for area ‘G’ (15%).

The companies that stand out in July 2023, Sace

SMEs are at the center of Sace’s new strategy and communication, which with the INSIEME2025 Industrial Plan has embraced the well-being of the community and sustainable growth as a corporate objective. Small and medium-sized enterprises are dedicated listening, co-design and training initiatives on exports, digitization and green transition and some, as in the case of Varvaglione, an Apulian winery, have become true testimonials of a way of doing business in which competitiveness and sustainability go hand in hand. “ESG issues, which are an integral part of our Business Plan, are now attracting widespread and high attention also on social media, and we are here – said Marcello Marra, Brand & Digital Marketing Manager of SACE – ‘Content is king’ he said Bill Gates, but today it is no longer enough, the tools have changed and thanks to social networks today we reach our users in a faster and more enriched way. We are talking about videos, podcasts and animated graphics, which increase interest in content and facilitate engagement. The rest is done by our SACE People who we involve from a multi-spokeperson perspective and the results of recent months show that this is highly appreciated by our followers on the various channels. We have reached 100,000, of which 8,000 in the last year alone”.

The companies that stand out in July 2023, Inwit

INWIT’s business model is intrinsically sustainable, because with digital and shared infrastructures, it allows its customers, i.e. telecommunications operators, greater economic and industrial efficiency. It also allows for greater environmental efficiency, thanks to the lower use of natural resources and land and therefore also lower CO2 production. “Digitalisation and sustainability are two sides of the same coin, and our infrastructures are also at the service of the environment, generating a tangible contribution in the fight against pollution and in the protection of ecosystems and biodiversity – declares Michelangelo Suigo, Director of External Relations, Communication and Sustainability of INWIT – With WWF and Legambiente we have, for example, carried out two environmental monitoring projects”. The project with WWF Italy envisaged the installation of smart video cameras on INWIT infrastructures to promptly detect the presence of fires in the wooded oases of Macchiagrande (RM), Bosco di Vanzago (MI) and Calanchi di Atri (TE). The collaboration with Legambiente, on the other hand, concerns the installation on INWIT towers of IoT sensors and gateways for data collection, to measure and monitor air quality, through some environmental parameters in natural areas of the Central Apennines, the National Park Abruzzo, Lazio and Molise, the Maiella National Park, the Zompo lo Schioppo Nature Reserve, the Monte Genzana Alto Gizio Nature Reserve and the Punta Aderci Nature Reserve.

Companies that stand out in July 2023, Webuild

Webuild’s commitment on ESG issues focuses on three strategic areas: Green, Safety & Inclusion and Innovation, with the aim of improving the indicators relating to greenhouse gas emissions, those on injuries and accelerating investments in innovative projects with high potential. Webuild’s attention to these issues is reflected in the various projects it is building, whether it be roads, railways, bridges or dams. In Milan, the construction of the M4, the new line that will connect the city from west to east, will have a very significant impact on the mobility of the Lombard capital. The start-up of the new line, scheduled for next year, will in fact be able to reduce traffic in the city by around 180,000 vehicles every day, with an annual reduction in CO2 emissions of up to 75,000 tonnes. The Blue Line construction sites were designed to allow the conservation of 169 trees and reduce felling by 24% compared to the initial design ideas, and once the works were completed, the Municipality of Milan undertook to plant 1,900 new trees along the line connecting the many green areas along the route, from the Forlanini Park to the Idroscalo up to the Rice Fields Park. Even during the construction phase, activities were carried out to try to minimize the impact on the environment, and to minimize the impact of the construction site on citizens, such as, for example, the disposal of tunnel excavation earth using conveyor belts underground instead of resorting to using trucks in the city centre.

Esg Social Channel Tracker, the complete infographic