How Brands Can Take on Social Issues on Social Media?
Brands are now interacting differently with their customers. This shift has been accelerated because of COVID-19 and the subsequent economic recession. However, an evolution in social media marketing for brands was already in progress.
This change is due to an increase in awareness of social issues. People are more aware and enthused about social concerns like health and climate change, inequity, and racism. As a result, they look for brands that are aware of these issues and have the same values.
So, how can brands use their online channels to express their opinion? How can they conduct responsibly and with sensitivity if they can, and they do so?
How should social questions be addressed?
Advocating on social issues can yield enormous benefits for your business. But note that the issue you are promoting must be something your company is genuinely passionate about.
Transparency and confidence are crucial to their customers – 60% choose brands they trust. If it turns out your position was purely to attract followers, you could destroy your reputation and your bottom line. Think about Pepsi and Kendall Jenner!!
What can you do with social media to advocate for social causes?
Social media is essential for supporting and providing feedback regarding social concerns. However, using these platforms effectively requires a certain level of skill.
Pay attention to your customers
Before you run the best social media campaign to promote the issue, you should be attentive. When you engage in activism for a cause, the emotions can be high. In BlackLivesMatter, for instance, BlackLivesMatter demonstrations, the sentiments expressed on Twitter included anger, fear, and even sadness. So to get to know your followers, use the best listening tools to determine their mood. This can help you change a negative mindset into a positive action, like urging your followers to pledge or buy products that support the cause.
Be sure to do your research
This might sound a bit simplistic; however, any claims you make should be supported by evidence from reliable sources. Find experts and contact prominent organizations in the field that you wish to make a statement to ensure you’re well-informed. Make sure that you have a Social media Style Guide that provides a guideline to all employees who are that are on your platforms to ensure that your brand’s tone is constant.
Choose the appropriate platform
The audience of Facebook is different from that of TikTok. Look at the platforms you’re using and consider which ones are suitable to convey the message you wish to communicate. Also, consider the content formats. Does a video make more sense, and on which platform? Is a high-quality blog article the best way to convey your message? There is no need to be on every social media campaign because they’re available.
Hashtag-related campaigns can be very effective. They can help increase brand awareness, retweets, and followers and boost users’ engagement if well thought out.
What’s the secret behind a great hashtag? First, be sure it’s unique simple, appealing, and straightforward. There are various excellent tools to research hashtags that you can utilize to identify the most appropriate hashtag for your business. Here are some examples of the top hashtags for brands that deal with social problems on Twitter:
- #IceBucketChallenge – A campaign designed to help raise awareness about ALS. This hashtag was a hit and made it impossible not to see people doused in cold water while logging onto Twitter!
- #BringBackOurGirls was created to advocate to reclaim schoolgirls who were kidnapped at a school in Nigeria. The hashtag gained traction, reaching 6.1 million people on the social platform.
- Alyssa Milano created #MeToo. The hashtag pounded all over the world to show support for people who have been affected by harassment based on sexuality. The hashtag gained such traction that it generated 19 million Twitter followers.
Make sure your message is clear
People value and appreciate authenticity. A brand-related campaign to raise awareness about an issue on the social scene will only be successful if people see something authentic. A well-written press release is different from what they would desire to be capable of seeing on social networks. Ensure you are clear on the message you wish to communicate, be genuine, and, most importantly, be truthful. Patagonia is an excellent example of a company that is completely clear on what it is doing in the context of the climate crisis.
You must be well-prepared and trained.
Taking a stand in the face of social media may be a challenge even for multinational companies with experienced marketing teams, especially in the midst of a crisis in digital and social media marketing. If you’re a digital marketer trying to have your company’s message heard by the public, you might require assistance getting there. The key to success in social media activism lies in understanding the fundamentals of social media and the tools that will aid in listening and engaging.
Today, customers seek brands to speak out on controversial topics, but only some campaigns can deal with controversial issues. The reasons brands might decide to stand up for their beliefs are numerous and varied, but the most important reason is that it benefits businesses. A study by Unilever found that one-third of consumers’ purchases are based on the company’s social and environmental performance. In addition, three-quarters of Americans claim to feel more satisfied when purchasing items produced sustainably.
Brands must be aligned with social, environmental, political, or other issues that reflect the perception of stakeholders and consumers about the brand. When developing your message, ensure you provide value by instilling, educating, and informing your customers about why this issue is essential for the brand.
The days when a company’s sole responsibility is to sell its product and earn a profit are long gone. Top social media marketing companies with a social mission are growing exponentially in leaps and bounds and occupying an increasing share of the marketplace. Today’s customers are using brands in large numbers to tackle issues they do not believe the government can solve. Businesses that reward this faith will undoubtedly see an increase in their profits!