Your position will help youstand out from the crowd During the
Who Gives a Crap is an Australian brand that producesenvironmentally-friendly toilet paper that’s good for your bum and great forthe world”. Their mission is to donate half of their profits to ensure everyonehas access to clean water and a toilet within our lifetime”. To do this, theypartner with charities that provide proper sanitation for millions of people inneed such as WaterAid. How Brands .Can Take on Social Issues on Social MediaYour company culture aligns with the cause If C Level Executive List gender equality is a focus atyour company and something you promote on social media, then there should beevidence of that within your culture. Are there initiatives that work towardsnarrowing the gender pay gap or maternity and paternity packages that helpwomen return to work? Don’t get caught out by talking about an issue that’s notreflected in your own company or exclude a segment of society in your socialcommunity management. You have a track record on the topic Maybe there’s atopic or issue that you have been focusing on for years. For example, Dove’sapproach to digital marketing through their Real Beauty campaign has made thebrand synonymous with highlighting and appreciating real women and leavingretouching at the door. This campaign was so successful that in the firstyears, profits jumped from $ billion to $ billion.
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Covid- pandemic a lot of brands took tosocial media to empathize with customers. However, this backfired for many as aKantar Covid- study found thatof people believe that brands should not exploitthe pandemic to promote a brand. So don’t adopt a cut and paste message justbecause others are. Take a stand by using your unique perspective and voice tostand out from the noise. Consider risk vs. reward When brands take a stand onissues using social media, the top three reactions of consumers were positive,ranging from intrigued to impressed and engaged. This trumped negative emotionsand shows the power of speaking out to drive positive engagement leading tobrand loyalty and inevitably sales. How Brands Can Take on Social Issues onSocial Media
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