Who is this for? (4minute read)
The blog brands or SME who are looking for a new way to connect with their audience, grow their brand, and join the hottest conversations on the internet. It’s also for anyone who is curious about Threads, the new social media app from Meta that’s made Elon Musk somewhat uncomfortable.

Threads: The New Social Media App That’s Taking the World by Storm

If you’re looking for a new way to connect with your audience, grow your brand, and join the hottest conversations on the internet, you need to check out Threads. Threads is a new app from Meta (formerly Facebook) that lets you share text updates and join public discussions with people who share your interests. It’s like Twitter, but better.

Threads launched on July 6, 2023, and in just four days, it reached 100 million users, according to the head of Instagram Adam Mosseri. That’s comparable to the growth of Chat GPT, the popular chatbot app that uses artificial intelligence to generate realistic conversations.

So, what makes Threads so appealing?

And why should you join it as a startup or SME owner?

Here are the top five reasons to hop on Threads and start sharing your thoughts with the world.

1. Threads is simple and easy to use

Threads is designed to be a minimalist and focused platform for sharing text updates. You can log in using your Instagram account and your username and verification will carry over. You can also customize your profile for Threads separately from Instagram.

You can post up to 500 characters per thread, and include links, photos, and videos up to 5 minutes long. You can also reply to other threads, repost them, or like them. You can easily share your threads to your Instagram story or any other platform you choose.

Threads has a clean and intuitive interface that lets you browse threads from people you follow, as well as discover new creators based on your interests. You can also search for topics or hashtags to join relevant conversations.

2. Threads is a positive and creative space

Threads is built with tools to enable productive and respectful conversations. You can control who can mention you or reply to you within Threads. You can also filter out replies that contain specific words or block or report abusive profiles. Threads enforces Instagram’s Community Guidelines on content and interactions in the app.

Threads is also a place where you can express your ideas and opinions freely and creatively. You can use text, images, videos, links, emojis, and more to make your threads stand out. You can also join challenges, prompts, games, and other fun activities that spark your imagination.

3. Threads is compatible with the open web

Threads is not just another walled garden of social media. It’s part of Meta’s vision for an open and interoperable internet that connects different platforms and services. Threads is working toward becoming compatible with the open social networks that use open standards and protocols such as ActivityPub.

This means that you can potentially reach and interact with users from other platforms that support these standards, such as Mastodon, PeerTube, or Pixelfed. You can also own your data and move it across different services without losing your connections or content.

4. Threads is a great way to grow your brand

Threads is a platform where you can showcase your expertise, personality, and values as a brand. You can share useful tips, insights, stories, or opinions that resonate with your audience. You can also engage with them directly through replies or mentions.

An Opportunity to Blow up Brand Potential

Threads can help you build trust, loyalty, and awareness for your brand among potential customers. You can also drive traffic to your website or other platforms by including links in your threads. You can also collaborate with other creators or influencers who share your niche or vision.

Big name brands and big personalities are wasting no time. Should your brand be there too?

5. Threads is where the action is

Threads is where you can find the latest trends, news, memes, jokes, debates, and more on the internet. You can join the conversations that matter to you and your audience, or start your own. You can also learn from other creators and experts who share their knowledge and perspectives.

Threads is where you can have fun, be yourself, and not take yourself too seriously. You can experiment with different formats, styles, and tones to see what works best for you and your brand. You can also challenge yourself to be more creative and original with your content.

“Brands are racing in to gain followers and lead the way! This shows people love something new – it has Club House, TikTok energy. This time there’s a difference your fans come too, directly from Instagram”

Sue Prentice

How to get started with Threads

Getting started with Threads is easy. Just download the app from the App Store or Google Play Store and log in using your Instagram account. Then follow these steps:

• Customize your profile:

Choose a profile picture, bio, colour scheme, and display name for Threads.

• Follow some accounts:

Follow the same accounts you do on Instagram or find new ones based on your interests.

• Post your first thread:

Tap the compose button at the bottom of the screen and write up to 500 characters of text. You can also add a link, photo, or video if you want.

• Join a conversation:

Browse threads from people you follow or discover new ones based on topics or hashtags. Reply to threads that interest you or like or repost them.

• Share your threads:

Tap the share button on your thread and choose where you want to share it. You can share it to your Instagram story, copy the link, or share it to another app.

That’s it! You’re ready to join Threads and start connecting with your audience and the world.

         100 million users in 4 days. Wow! The world was blown away with the speed ChatGPT attracted users and now Threads.

Of course if you’re a Twitter user, you’ll know Elon Musk is not a fan of Threads. Knowing Meta does own WhatsApp and also Messenger, it could totally dominate further.
How does Threads differ from Twitter? You can’t send direct messages to anyone at the moment. And you can choose who can view your posts more easily. Also, Threads doesn’t have any hashtags or trending topics feature, and you can’t change your threads after you publish them.

In summary, Threads is a new social media app that lets you share text updates and join public conversations with people who share your interests. It’s simple, positive, creative, open, and exciting. It’s also a great way to grow your brand and reach new customers.

If you’re a startup or SME owner, you don’t want to miss out on this opportunity.

Join Threads to be a part of the conversation and start sharing your thoughts with the world. You’ll be glad you did! We did.

Who is this for? (6minute read)
The blog provides the key elements of sustainability in strategic planning while also emphasising the importance of authenticity and avoiding greenwashing. In a 6-9minute read, gain valuable insights for ecopreneurs, brands, eCommerce founders, business owners, and retailer owners who want to align their business strategies with sustainability goals.

Strategic Planning in 2023 and Beyond Involves Sustainability

Sue Prentice

Strategic planning is how an organisation’s executives outline their vision for the future and determine their company’s targets. It consists of figuring out how the management team should meet the company’s targets to ensure the company achieves growth and progress.

The purpose of strategic planning in companies may be to create strategic marketing plans to enhance revenue and profits, increase awareness, position themselves above competitors, or improve their overall look through entire rebranding. The management and operations teams collaborate to determine the targets, describe the steps, allocate tasks, and assess the effort’s performance.

Getting Clear on Vision, Mission and Purpose.

Before we continue, we’ll pause to continue, we find we’re often needing to clarify the meaning of vision, mission and purpose for the brands we work with.

Although they are related and often used interchangeably, they have distinct meanings and serve different functions in defining an organisation’s goals and direction:

1. Mission: A mission statement describes an organisation’s primary purpose, outlining its core function or the reason it exists. It addresses what the organisation does, who it serves, and what value it brings to its stakeholders. A well-crafted mission statement should be concise and focused, providing a clear understanding of the organisation’s objectives and guiding its daily operations.

2. Vision: A vision statement is a forward-looking declaration that describes the organisation’s long-term aspirations and desired future state. It is an inspirational and motivational statement that paints a picture of where the organisation wants to be in the future, usually in 5-10 years. The vision should be ambitious but achievable, serving as a guiding star for strategic planning and decision-making.

3. Purpose: An organisation’s purpose goes beyond its mission and vision to encompass the deeper meaning and impact it aims to create in the world. It reflects the organisation’s core values, beliefs, and its commitment to making a difference in the lives of its customers, employees, and the broader community. A clear and authentic purpose can help an organisation connect with its stakeholders on a more profound level, driving engagement, loyalty, and long-term success.

“Our mission is to build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.” – Yvon Chouinard, Founder of Patagonia

Are Purpose and Sustainable the Same Thing?

And purpose-driven brands and sustainable brands can be related, but they are not necessarily the same thing.

Purpose-driven brands are those that have a clearly defined purpose, often focused on making a positive impact on society, the environment, or the lives of their customers, employees, and stakeholders. Their purpose goes beyond profit-making and informs their decision-making, strategies, and business practices. A purpose-driven brand can have a wide range of objectives, such as addressing social inequalities, improving healthcare, promoting education, or fostering community development.

Sustainable brands, on the other hand, prioritise environmental and social responsibility in their business operations. They aim to minimise their negative impact on the environment, use resources efficiently, and contribute to the well-being of society. Sustainable brands often incorporate ethical sourcing, fair labour practices, and environmentally friendly production processes into their business models.

“Tesla’s mission is to accelerate the world’s transition to sustainable energy.” – Elon Musk, CEO of Tesla

While a purpose-driven brand can be a sustainable brand if its purpose centres on environmental and social responsibility, not all purpose-driven brands are necessarily focused on sustainability. Similarly, a sustainable brand may not have a broader purpose beyond its commitment to minimizing its environmental impact and promoting social responsibility.

Reasons Why Sustainability is Vital in Strategy Planning

There are specific reasons why sustainability is an essential component of strategic marketing planning:

• It creates resilience from a social and environmental perspective. Social, environmental, and regulatory constraints influence organizational decision-making. Strategic plans will help the organisation achieve stability regardless of the future internal or external social impacts.
• It promotes innovation in an organisation since the strategic marketing planning team may identify opportunities for innovation. A product or project undergoes a cyclic process. The process includes everything from the resources and manufacturing techniques employed to the finished product’s operation, lifespan, and disposal alternatives.
• It allows an organisation to adapt to the constantly changing environmental dynamics. These dynamics include but are not limited to new technological disruptions, population expansion, the effects of climate change, resource restrictions, and new business models.
• It’s why customers want to shop from you!

Integrating ESG Factors in Sustainable Strategic Planning

Incorporating ESG (Environmental, Social, and Governance) factors into strategic planning is crucial for sustainable brands. ESG factors offer a comprehensive framework for evaluating a company’s sustainability and ethical impact, which is increasingly important to investors, consumers, and other stakeholders.

By integrating ESG considerations into strategic planning, sustainable brands can:

1.Demonstrate a commitment to a holistic approach to sustainability, addressing not only environmental concerns but also social and governance issues.

2. Identify and manage potential risks and opportunities related to ESG factors, making their business more resilient and adaptable.

3. Enhance their reputation and attractiveness by showing investors, customers, and other stakeholders that the brand is aware of and actively addressing critical sustainability issues.

4. Improve long-term financial performance, as companies with strong ESG profiles have been shown to outperform their peers in various studies.

5. Considering ESG factors in strategic planning helps sustainable brands align their operations, policies, and goals with the expectations of an increasingly environmentally and socially conscious market. By addressing ESG factors, sustainable brands can create a positive impact on society, the environment, and their bottom line.

Avoiding Pitfalls: Accidental Greenwashing and Ensuring Authenticity

While embracing sustainability in strategic planning offers numerous benefits, it is essential to avoid pitfalls like “accidental greenwashing.” Accidental greenwashing occurs when a brand unintentionally overstates or misrepresents its environmental or social impact, leading to misconceptions about its sustainability efforts.

To build a genuinely sustainable brand that appeals to mainstream consumers, consider the following best practices:

1. Be clear on your brand message and authentic purpose: Communicate your commitment to sustainability and the specific actions your brand is taking to give back to the planet authentically. Ensure that your sustainability initiatives align with your core values and are integrated into your business operations.

2. Leverage social media for starters and other newsworthy media channels to display the impact your brand is having: Provide evidence of the tangible outcomes and positive changes your sustainability initiatives have generated. This proof can include metrics, case studies, and testimonials that demonstrate the real-world impact of your efforts.

3. Emphasise ‘buying better’: Clearly articulate how purchasing from your brand contributes to a more sustainable future and supports your customers’ values. Highlight the unique features and benefits of your products or services that promote sustainability and set you apart from competitors.

4. Market intentionally without greenwashing: Be transparent and honest in your marketing communications, avoiding exaggerated or misleading claims about your sustainability efforts. Focus on showcasing your genuine commitment to sustainability and the steps you are taking to make a positive impact.

“We have an opportunity to help build a world where everyone has enough food to eat and no child goes to bed hungry. Where every child lives to their fifth birthday and has the right to a happy childhood.” – Paul Polman, former CEO of Unilever

Sustainable Strategic Marketing Planning

Sustainability in strategic marketing planning involves managing finite resources to achieve the most optimum outputs despite the limited resources. The strategic management of limited company resources should be equitable and inclusive. As a result, sustainable strategic marketing planning, as identified, is a future-oriented cyclic process executed in the following chronological order:

1. Sensitising the organisation’s teams

2. Formulation of a mission and vision

3. Stakeholder and resource mapping

4. Conducting market research

5. Analysis of market research data 6. Plan alternatives

6. Formulation of the sustainable strategic plan

7. Monitoring and evaluation

Sustainability in strategic planning will help to navigate through the ever-challenging terrain, making businesses resilient to internal and external environmental and social shocks. The inclusivity of stakeholders, customers, and team members in the planning phase helps promote problem-solving innovation. Furthermore, different players will have a stake in formulating the final sustainable strategic plan for the organization. By avoiding accidental greenwashing and ensuring authenticity in your sustainability efforts, your brand can build trust and credibility with consumers while contributing to a more sustainable future.