The rise of social media has changed many aspects of modern society, and that includes how companies interact with their customers. Many brands use their online platforms to weigh in on current events to better resonate with audiences. But where should you draw the line?
Assess Your Brand’s Values
When deciding on any aspect of your online marketing strategy, it’s important to have a clear vision of what your brand’s values are and how to communicate those values. What personality do you want people to bring to mind when they consider your brand? Considering the personalities other major brands portray can be helpful in this exercise. For example, Apple manages to convey an image of being cutting-edge innovators, keeping audiences fascinated with their next move.
This consideration can have a big impact on deciding whether or not to weigh in on the topic currently being discussed in the public discourse. For example, some brands might benefit from leading with strong, outspoken values, and as a result might have more leeway when it comes to discussing highly-charged topics. Other brands might benefit from having more broad appeal and should stick to less controversial subjects.
“Some brands might benefit from leading with strong, outspoken values, and as a result might have more leeway when it comes to discussing highly-charged topics.”
Topics Worth Weighing in On
Staying current with your digital media messaging will help you portray your brand as relevant and with the times, but it’s important that you choose your moment to enter the public discourse wisely. Here are some topics that provide great opportunities for your brand to put themselves in the conversation around current events.
Issues with a Broad Consensus
You want the message your brand conveys online to have the broadest approval possible. This gives you the best possible chance of reaching new audiences and reinforcing your image with the audience you already have. Posting content related to issues that have the vast majority of people in agreement is a great way to achieve this goal.
Some issues that are unlikely to alienate people are things like education, public health, and gender equality. If your brand provides products or services related to these issues, that provides an even bigger incentive to make posts related to these subjects. However, most brands can benefit from taking a stand on these popular issues as long as it’s done in a thoughtful way.
Trends and Memes
Current events don’t have to be serious and heavy. In fact, some of the best ways that your brand can show that it’s keeping up with the times without risking your message being construed in a negative way is to participate in the trends and memes that are popular on social media feeds at that moment. For instance, participating in social media challenges will help your brand resonate with users on that platform.
These trends present simple ways for your brand to step into the current discussion, but they need to be approached carefully. Attempting to take part in a trend and getting it wrong can make your brand look out of touch with what’s considered ‘cool’ at that particular time. Make sure your attempts to join in on a trend are done in a media-savvy way that will be seen as natural and unforced by your audience.
Environmental Issues
While some current events are touchy subjects that are likely to kick off debates and arguments, environmentalism is an increasingly nonpartisan issue that most people can support to one extent or another. After all, everybody benefits from clean air, clean water, and healthy ecosystems, and the dangers that all of these things face have become more prevalent in public discourse. As a result, many people expect brands to take action on this issue.
Many brands can benefit from highlighting the ways that they strive to be green and eco-friendly in the way that they do business. At worst, people will be indifferent about this type of messaging. At best, many other segments of your audience will be encouraged by your company or organization’s steps to be good stewards of the environment and will be more likely to choose to do business with you as a result.
Subjects to Avoid
While keeping your finger on the pulse of public discourse and commenting on current events can be a great way to increase the appeal of your brand, there are certain times that you’re better off staying out of the discussion. Here are some subjects that you should think twice about before weighing in on media platforms:
Divisive Political Issues
As previously stated, some brands can benefit from letting their values show through and taking stances that are important to their audience. However, weighing in on highly-charged topics that people are emotionally invested in comes with the risk of alienating portions of your audience. Additionally, when these messages aren’t well thought out, they come across as laughably tone-deaf instead of socially aware, as with Pepsi’s now-infamous Kendall Jenner protest ad.
Instead of risking polarizing segments of your audience or coming across as out-of-touch, find social topics that everyone can get behind. This can be difficult in today’s highly divisive political landscape, but there are things that work for broad sections of the population. Note, too, that people are increasingly becoming turned off by overly “woke” messages in advertising, no matter which side of a debate they fall on. Those against it oppose a message because they don’t agree; but even those who agree with a message increasingly believe companies are just pandering to make sales. Be careful about sending messages when you don’t actually feel passionate about an issue that’s part of your brand values.
Religious Topics
Everyone knows that religion is a touchy subject for many people throughout the world. Since you’re trying to reach the widest possible audience with your brand, it’s unwise to risk alienating followers of a given religion by doing anything that can be perceived as offensive or disrespectful towards that religion. Often, discourse on social media on these topics can be polarized and difficult for a brand to weigh in on in a positive way.
That doesn’t mean that you should necessarily stay out of religion entirely as a brand. Simple, positive messages can help you ensure that certain segments of your audience feel like they’re being seen personally by your brand. For example, putting out a message wishing your audience well when a religious holiday occurs can help to add a personalized touch to your messaging that is certain to resonate with the relevant parts of your audience.
Navigating the complex social media landscape you’ll find online doesn’t need to be difficult if you get the right help on your side. Reach out to LovelyPixels today and see how our marketing experts can help you define the message you want your brand to send!
