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Green Light Distrikt
Green Light Distrikt is about entrepreneurship focused on the cleantech sector. Edited by Chris Williams with frequent guest posts from friends, experts and industry insiders from clusters across the globe. Our goal is to provide a place where cleantech entrepreneurs in various clusters across the globe can learn from one another. Green Light Distrikt is creating the "Hitchikers Guide to Clentech" to provide a resource for cleantech entrepreneurs. Read more
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Tag Archives: green business
July 27th, 2010
Green Marketing or Green Washing?
TOPICS: BOSTON, Marketing, What is 'green'?
So last month I spouted off about labels on food and the enforcement behind them. The topic is a confusing once since there is very little regulation, which leads to consumer confusion. There are however, guidelines with the FTC that prevent green washing in marketing under the banner of Truth in Advertising. Unfortunately most businesses have very little knowledge of these guidelines, due to their lack of enforcement, and therefore even the most sustainably-minded companies are often guilty of green washing. But the Obama administration has stated that enforcement of these guidelines is a priority going forward, so consumers are about to get some clarity!
To check out the green guides for yourself you can read them at the FTC website. Or you can keep reading for a snarky summary. 
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Tagged advertising, FTC, green business, green guides, green marketing, green washing, Marketing, Obama, Sustainable Business
2 Comments
June 23rd, 2010
What is Content Curation and How Can it Help Shape Green Business
BOSTON -
Content curation refers to the work of aggregating and editing digital content (news, blogs, social media, events, etc) as part of an online strategy to nurture leads and build an online community. Just as a museum curator is in charge of collecting, displaying, editing and cataloging relevant gallery objects for a physical display, so to does a website content curator with digital resources. Providing automation enables web content publishers and curators to focus on providing relevant, contextual and topical information for its users, while stretching its marketing budget which is especially relevant for new, green companies entering the marketplace.
It is becoming increasingly important to consider content curation to help synchronize a community (Christy Barksdale, PR 20/20), bring order to information overload (Steve Rosenbaum, Fast Company & Magnify.net), and is the key to building visibility, authority and value (Robin Good, MasterNewMedia). The tipping point may have been reached when, WordPress, the world’s biggest blogging platform added a curation feature recently. According to Pawan Deshpande, the CEO of HiveFire, content curation is a win-win because it allows companies to more effectively use marketing dollars while providing a better service to its end-users.
Weather it’s done solely by a human or with the help of automation software, many green businesses are paying attention. A good example content curation in action can be found at Greentech Media, Green Data Center News and Go Green Web Directory. By providing current and contextual information companies can provide considerable value to its users, building their sales pipeline and positing your company as the though leader – a win/win for everyone.
Challenges for adoption include rules and ethical questions around content aggregation, as well as budgetary and ROI considerations. There are several players in the content curation space, namely HiveFire (Boston, MA), Magnify.net (NY, NY) and OneSpot (Austin, TX).
Does your company utilize content curation? Why or why not?
Tagged content curation, green business, hivefive, information overload, social media, wordpress
