Should I or Shouldn’t I? Responding to Current Events on Social Media
I saw a post from a local business the other day posting about the Russian invasion in Ukraine. It was a lovely post, simple and sending good wishes.
But, it was off-brand and felt…inauthentic and icky. There was nothing else and it just felt… performative.
It gave me pause, because a lot of my clients ask about whether or not they should respond to events like this. Or, in some cases, How do you respond?
Two years ago it was posting about #BlackLivesMatter, or about the election, or COVID-19 and Pandemic policies, and now Ukraine. There will always be social justice and world events that may seem like an opportunity to either jump on a news trend or to let people know you care and that these massive world events that we all care about, that our businesses care too.
I get that. BUT, especially when it comes to social justice topics - think back to the day when everyone posted their black boxes on social media. It was the trending thing to do. It was a great way to show solidarity. Right? But how many of those people actually backed up those black squares with ACTION.
This social activism that has become notable in recent years can also be labeled as “Woke Washing.” Defined by Harvard Business Review as the act of “appropriating the language of social activism into marketing materials,” without actually doing the work to change the internal culture of the brand or company. So, when do good intentions simply become performative? And how do you prove that your intentions are authentic so you don't damage your brand?
Do some soul searching and unpack what matters the most to you, and to your stakeholders. What is in line with your brand’s values? Think of brands like Ben & Jerry’s, Athleta, Patagonia - these brands really walk the walk and really back their values in the community. For others, it’s a little unnatural and can lead to more damage than good - even if the intentions are the best.
Sprout Social has reported that 70% of consumers believe it’s important for brands to take a public stand on social and political issues. And 66% of consumers who want brands to take a stand on social say it’s because they believe brands can create real change. Additionally, in a 2020 article from Barron’s:
Nearly 60% of Americans [said they] want the companies they buy products from to have a position about issues such as racial discrimination and social justice. Roughly 50% of the survey’s respondents said they often do online research to see how a brand reacted to social issues.
It’s a testament to the interesting times we’re living in. It’s also a testament to why a thoughtful social media strategy and response plan is so important to manage your brand presence and why having a plan to address these large-scale cultural events authentically is a brand necessity.
How to Incorporate Social Activism in Your Social Media Strategy
So, where do you start? How do you determine which events warrant a response from your brand, and what is appropriate? The most important factor to remain true to your brand values. But here are three questions to ask before sharing a post about world or political events
Do we have a track record of responding to world events on social media?
What brand values does this align with?
Carefully craft your message, and unique responses (i.e. what happens if your audience responds negatively?)
How are your backing this with action? Be accountable to your commitment to whatever the cause you’re supporting/posting about.
The last thing you want is being associated with being “performative” or in some cases (especially political) “divisive” - this could be damaging to your brand. Remember, it’s not just about what you say or don’t say, but more about how are you backing up your words with actions. Are you donating to causes that (in the case of Ukraine) are supporting the people? If you’re sharing information, make sure it’s LEGITIMATE (and that you’re not feeding misinformation). THATS what you share on social media. Share HOW you're helping and WHY it matters to YOUR brand.
Personally, I appreciate when brands not only share but also include a call to action. For instance, “We #StandwithUkraine. Today, we’re donating 5% of sales to [Organization] in support of [refugees/journalists/Ukrainian troops…etc…].” Or something along those lines. It shows you’re walking the walk.
For other clients, erring away from cultural/social subjects is the norm - they don’t have the appetite to deal with the fall out from their audience and want to be inoffensive. For instance, one client I have who is a Government Contractor does not post ANYTHING remotely political due to the nature of their work. A lot of us have news fatigue from 24/7 news and the echo chambers of social media so choosing to avoid discussion or addressing may be completely on-brand.
But more than all that, So decide, before you hit publish, to TELL the world you care, make sure you’re not just talking the talk but also walking the walk.
Need help crafting a thoughtful social media strategy? Use our social media strategy planner to help you consider your audience and what content will resonate with them.
