When it comes to social media, everyone has an opinion. This might seem like an obvious thing to say, but it can be forgotten as brands try their best to navigate the social landscape. Against this backdrop, where every move is scrutinised, conversations around identity and inclusion have become particularly charged.
The terms themselves have become political weapons, with both ends of the spectrum using them to make a point. But it’s vital to remember that this sense of self and belonging goes further than being just a trend. It sits at the core of often marginalised groups and shouldn’t simply be used for brand gains, especially as when the spotlight is on, you need to be prepared to stand by your decisions.
Where to begin?
The answer to this relies purely on what the goals are. If a brand is planning to engage the LGBTQIA+ community and racial minorities to simply create ‘buzz’ and ‘tick a few boxes’, it’s probably best to not get involved in the first place. Audiences are savvy and they can see straight through it. Take Pride Month for example. Every year, we’ve seen big named brands adorn their social media with Pride themed colours and imagery only for this to disappear 30 days later before the trend picks back up the following June. In recent years this trend has slowed down, mainly driven by widespread disapproval from audiences across the board.
Authenticity and alignment are key, especially in the face of increasing scrutiny. So, if, as a brand, the commitment is there and you’re willing to stand by the talent involved no matter what, then you need to be prepared for controversy. If you’re not willing to stand by talent, this can cause a chain reaction and damage the brand.
Take the widely reported example of Bud Light’s partnership with trans influencer Dylan Mulvaney. Initially lauded by some for engaging with a vibrant and underrepresented community, the brand quickly backtracked when it faced criticism from right-wing consumers and Conservative media figures. Instead of standing by Mulvaney, Bud Light distanced itself, leaving her vulnerable to an online hate campaign. The campaign soon became labelled as a ‘stunt’ and ‘performative’ and sales fell as people boycotted the brand. This example demonstrates why brands cannot selectively support marginalised communities. They can’t just put up a Pride flag for one month out of 12. The support must be consistent, authentic, and not trend led.
Beyond brand
Looking beyond simply brand reputation, we need to remember that at the heart of all this there are real people involved. Sadly, we’re living in a world that often encourages hate, and social media is a platform where this manifests daily. If brands choose to engage with talent, it’s vital that those individuals, whoever they are, feel protected and safe throughout the process. Nike offers a great example. When they partnered with Colin Kaepernick, a former NFL player and civil rights activist, they expected backlash, but they were prepared and stood by their decision and have continued to work with him despite threats of boycotts.
Monitoring conversations goes a long way in mitigating some of this risk. A process we follow as Community Managers at Tangerine is to monitor, flag and share a response publicly. Where appropriate, we will also remove comments which incite hate. There’s no escaping the fact that there will always be some people who criticise that approach, but you’re taking a public stand in supporting the talent you’ve chosen to work with.
Getting it right
As Social Media Managers, we have a responsibility to raise awareness and not only protect the talent we’re working with, but the communities those people belong to.
If you can’t support and protect the people you’re working with, should you really be working with them? The world is watching and silence surrounding hate can been seen as complicity.
