Not only is 2020 an odd year because of the coronavirus pandemic, but now we are seeing social injustice come to the forefront with protests and riots. I took a step back during this time to advise and observe businesses and their response to the issues at hand. What I have truly found is that you either succeed for fail in this type of realm – the public audience can be a harsh critic to the success of your business when it comes to taking a stand. I am rounding up some of the more successful methods I have observed and enacted for businesses on social media during this time that ultimately led to a good outcome.
Sensitivity to the issues in the world is so important. I tell my clients to not open their mouth or begin typing anything until that have some true facts under their belt. Follow reputable news sources, find government and official reports that provide facts of the issues, visit non-profit group websites to understand. It’s important that it’s not just your beliefs as an individual that you are displaying, but the view that is ethically, morally, emotionally and physically right. Understand that there will always be some that may not agree with your messaging, as everyone displays different believes and there are always to sides to a fight, but do what is best within your soul for your audience.
Being one of the first companies to stand up shows leadership and authenticity. It’s important that, when you are ready to make a statement or address the issue at hand, that you lead the way with positive, supportive messaging. Copying what others are doing or simply making a statement like everyone around you may not speak to your audience, ultimately resulting in a blending effect that you may not stand out in the crowd of businesses and organizations vying for your audience’s attention.
Showing verbal support is important, but even more essential is showing your physical support. Whether it’s through monetary support of an organization fighting to improve the situation or showing up to peaceful protests with support of your local community, having your name and face as part of the movement toward a positive, more just world is important to making sure your audience knows where you stand.