Yesterday, I wrote about my adventure last year trekking through social media. What I’ve arrived at today is that sustainability officers and green marketers need to concentrate on telling compelling and authentic stories first, then create a social media strategy to share their sustainable stories with the world.

Case in point:  Scott Harrison of Charity Water.

He not only works the camera well, Scott’s entire organization and on-line presence is all about helping you share their story and getting involved. I can’t think of another socially charged organization that does a better job of giving their ideas handles. And it all begins with telling a great story first.

The  2009 results are nothing short of a storybook ending.

• 40% company growth
• 8.5 million dollars raised
• New projects in Cambodia and Sierra Leone
• 1,145 new freshwater projects added including 200 schools and 26 health clinics

I’ll leave you with a Charity Water PSA staring Jennifer Connelly.

I don’t mean just “green.” By sustainable, I’m talking about life or death.

When we ask if your marketing is sustainable, we’re asking if it gives you an unfair advantage in the marketplace, while bolstering your triple bottom line of people, planet and profit?

There are many antagonists to creating a sustainable strategy. These include realistic marketing investment levels, available personnel resources, management commitment, and sound brand positioning. Perhaps, the most important of all: Have you created a sustainable marketing campaign that is bigger than yourself, your shareholders, and your organization?

It’s no longer enough to simply measure your business success by how much money you make. With progressive companies, ROI has expanded to mean much more.

Thriving companies are paying attention to the social, cultural, and, of course, economic impacts they are having on the communities they serve.

Clorox, the longtime maker of bleach, has launched all-natural Green Works cleaning products that has both the EPA and Sierra Club endorsements.  Wal-Mart is flexing its retailing muscle to demand more environmentally and culturally friendly products. Toms Shoes gives away a free pair of shoes to needy kids with every pair you buy. Ben and Jerry’s is legendary for building sustainability into the purchase of every pint of ice cream.

What difference are you and your company truly making in the world, and how is it reflected in your brand position?

Sustainable marketing is responsible marketing, and being “green” is but one root to stabilize and grow your brand.

Now the question: Is your brand a sapling or a Redwood? Either way, are you doing what it takes to sustain its growth?

Click on the image to read the entire article and issue.

(The above article was written for the current edition of “Impact Magazine,” published by the Phoenix Chamber of Commerce. Park Howell is president of Park&Co, a Phoenix-based full-service sustainable marketing firm that has given its clients an unfair advantage since 1995.)