The Importance of Social Media Impact for Brands

Amy Luca, Executive Vice President and Global Head of Social Media at Media.Monks, explores the power of social media influencers and the potential dangers for brands. A single tweet from Kylie Jenner can have a detrimental impact on a company's stock, even if it is as prominent as Snapchat. Similarly, an influencer post has the ability to incite a boycott, as seen with Bud Light and the negative backlash from conservative commentators after collaborating with transgender influencer Dylan Mulvaney. Therefore, regardless of a brand's positive intentions or established reputation, proper handling of social media strategy and execution is crucial to avoid controversy.

Currently, the relentless culture wars have led to audience fatigue, which is expected to increase as the 2024 U.S. elections approach. While it is important to embrace brands' efforts for inclusivity, it is equally crucial to consider their approach. Despite being two decades into social platforms, many brands still hold outdated beliefs, such as maintaining a separate social strategy from the marketing strategy. Marketers must recognize the interconnectedness of these strategies to create cohesive, relevant, and meaningful social content for the causes their brands support.

So, amid such volatile online discourse and this sense of weariness, what can brands do to stay relevant and true to their social purpose without adding to the fatigue?

We need to rethink strategy and governance

The power of a single social post can either establish a brand as a positive force or lead to its downfall. Therefore, it is crucial for marketers, CEOs, and everyone in between to recognize that social media is not just a peripheral aspect of their marketing efforts. The perception of a brand on social media directly affects its reputation, shareholder value, and potential for growth.

For this reason, brands should consider social media as an integral part of their business strategy and support it with a strong governance model. Aligning social media with other initiatives such as advertising campaigns, PR, and experiential marketing is essential in delivering a consistent and cohesive brand message.

Establishing clear guidelines, processes, and controls to govern the brand's social media activities will enable you to effectively manage its online presence. When working with clients, I typically inquire about specific roles and responsibilities assigned to each team member, adherence to the brand's visual identity and tone of voice, and the process for reviewing and approving social media content before it is published.

In addition to these considerations, it is crucial to address compliance requirements and have a well-defined crisis management procedure in place. This comprehensive approach will help you minimize risks and mitigate any potential damage to your brand's reputation. I encourage you to take the time to review and update your playbook to ensure it encompasses all these important aspects.

Joyful content: The antidote to activism fatigue

Brand values are of utmost importance nowadays. As evidenced by GLAAD’s Accelerating Acceptance study, 70% of non-LGBTQ+ individuals believe that companies should publicly show support for the LGBTQ+ community through advertising, sponsorships, and inclusive hiring practices. It is crucial to customers that brands genuinely care about the causes they consider significant, and they are highly attuned to those that do not practice what they preach – or rather, what they advise others to do. It is essential to remember: preaching is something to avoid at all costs.

Regrettably, there exists a fragile boundary between being an ally and preaching. While striving to support their communities, brands may unintentionally appear self-righteous and insincere instead of authentically advocating for important causes. Consequently, audiences feel cautious and overwhelmed, longing for havens amidst the ongoing culture wars.

However, there is encouraging news: brands possess the antidote for activism fatigue. By fostering a positive and uplifting atmosphere, you can offer a much-needed escape from the continuous flow of weighty subjects and provide a space for relaxation and pleasure. Injecting creativity into your content allows you to create amusing and light-hearted moments of happiness for your audience.

Your social values shouldn't be overlooked. Instead, provide a blend of content that values both entertainment and addressing serious issues equally. Avoid participating in short-term campaigns that may elicit negative reactions when focusing on serious matters. Show unwavering commitment to your mission and firmly support the causes you believe in, without wavering.

To overcome advocacy fatigue and succeed amid ongoing cultural conflicts, integrate your social strategy into your overall business approach. Avoid preaching and, instead, genuinely and consistently champion important causes, creating a positive and inspiring environment for your audience.