Over the previous decade, social media has advanced from a pastime and approach to keep in contact with pals, to a prevalent mainstay in almost everybody’s life. Give it some thought: When was the final time you checked Instagram, Fb, or TikTok? Most likely a second in the past, or what looks like only a second in the past. The numbers show the purpose: 72% of adults in the U.S. use at the very least one social media platform. Globally, individuals spend a mean of 2 hours and 23 minutes each single day utilizing social media. It’s secure to say that social media is a serious participant in our lives.
However right here’s one other stat which may shock you. Even with all the principles in place, almost 40% of youngsters ages 8 to 12 and 95% of teenagers ages 13 to 17 are active on social media. It’s not simply part of grownup lives, it’s part of our younger individuals’s lives, additionally.
This, after all, raises critical questions not solely in regards to the security of youngsters on these platforms but additionally, extra usually, in regards to the content material we’re all constantly uncovered to—content material that may create nervousness, unfold misinformation, and gasoline polarization, taking away the enjoyment that social media is meant to deliver to our lives.
And that’s what worries me—as a mother to 2 teen women, but additionally as somebody who has constructed their profession round serving to manufacturers put their literal finest foot ahead on social media.
Consider your viewers
As a result of the stress is on for everybody to make issues higher—make social media a safer place, and that stress applies to manufacturers particularly. Should you’re paying for advertisements or selling content material on social media, you play a job in making social media a safer place—and dare I say it, you’ve bought a accountability, too. Which means not simply fascinated about your quick viewers, however contemplating everybody who may come across your content material, together with these youthful, impressionable eyes.
Within the early years of social media, manufacturers might keep away from controversy throughout social or political debates. Positive, there was some drama over a few of the stances manufacturers held within the late 2000s and 2010s, however 2020 modified every thing. With actions like Black Lives Matter, the (ongoing) battle for reproductive rights, and LGBTQ+ points coming to the fore, firms might now not maintain a impartial stance and maintain customers on their facet.
On condition that we’re simply days away from a serious election, this form of “social accountability” turns into much more very important. I’m pondering of the truth that extra younger individuals are eligible to vote now than ever earlier than. This implies manufacturers should be clear about how they impart their values throughout their social channels, and in methods which individuals can grasp. No vagaries, no allusions, illusions, or inauthentic pledges. Actual speak is what individuals need. And if manufacturers don’t give it to them, they threat dropping not simply prospects—together with an entire era of recent ones—however their credibility additionally. And that’s hard-won and hard-kept.
Consider your what your mouthpieces say
However their accountability doesn’t cease there. As a result of it’s not nearly what your organization says, it’s additionally about what your influencers and model ambassadors are saying as mouthpieces in your model. Have you ever completed your homework to make it possible for they’re on the identical web page as you in values and positioning? If not, you can be in for a harsh actuality examine which individuals will completely serve your means, straight up.
So what can manufacturers do? For one, begin by proactively auditing your social media presence. What have you ever mentioned about your model prior to now? What are individuals saying about your model now? Then dig deeper. Are your influencers and ambassadors conscious of your values? What are they posting, and are these messages aligned together with your model’s values? And after getting all that decided, it is best to put collectively a social media technique, a dwelling, respiration doc that you just overview repeatedly—quarterly, biannually, no matter works for you. Simply be sure it’s not gathering mud on a shelf someplace.
And in the event you’re a frontrunner, set the tone. Be concerned within the technique. Empower your social media workforce, however don’t micromanage them. Perceive how particular person posts match into the larger image. And, most significantly, advocate in your workforce. Ensure they’ve the help they should execute the technique successfully.
Deliver positivity
On the finish of the day, nobody needs to have a presence in an area that’s largely considered a polarizing area for social points, to not point out a spot the place unrealistic expectations are showcased anticipating everybody to evolve to. Social media must be a spot of pleasure and inspiration—I consider most of us, if not all of us, need that.
This election yr, when tensions are working excessive, manufacturers have an unbelievable alternative to deliver some positivity again to our feeds and into our lives. So go forward and create content material that makes individuals smile, that makes them be ok with the time they spend on social.
As a result of manufacturers don’t need the subsequent era to develop up pondering of social media as a unfavourable place. They need them to see it as a spot the place they’ll join, be taught, and be impressed. So let’s make that occur. It’s on all of us—not simply manufacturers but additionally business leaders and influencers—to deliver the enjoyment again to social media and make it an area value being in.
Ashley Cooksley is co-global CEO of Social Component.