Michael Jordan, “His Airness” and the face of several of the most successful brand campaigns of all-time, was asked about his endorsement for a candidate during a contentious North Carolina Senatorial election. Allegedly, his response was not to endorse, saying, “Even Republicans buy sneakers.”
Whether Jordan actually uttered these words is immaterial to the dilemma facing businesses and nonprofits in today’s social media world. Customers increasingly expect their brands to comment on issues of the day. At the same time, by making definitive statements on divisive issues, organizations run the risk of alienating a portion of their customer base. So what to do?
Be true to yourself without isolating your potential clients and customers.
It may sound cold and calculating, but businesses and nonprofits alike have to remember to “keep the main thing the main thing.” While it’s all well and good for corporate entities to have a “social conscience,” if they alienate their customers and clients (their life blood) they might not be around long enough to be in a position to make any kind of a difference. With that thought in mind, brands have to proceed carefully in today’s highly charged social media world.
It’s not enough to simply remain silent on cultural issues. Increasingly, consumers are expecting some degree of social consciousness from the brands they support. Chick-fil-a and Hobby Lobby are two successful brands that close their stores on Sundays in support of the Christian corporate values they publicly pronounce. On the other side of the political spectrum, companies like Amazon and Apple make very public their corporate social positions and actively support causes that are consistent with the beliefs of their leadership.
These organizations have something in common, however. While they publicly act in ways that support their beliefs and thus run the risk of isolating some of their customers, they don’t go out their way to make partisan political statements or endorsements that might provoke opposition from a large number of consumers. In short, they manage to be principled without being confrontational.
This is the first key to successfully managing your corporate social media. If it’s not something critical to your brand identity, don’t say anything.
A recent study examined consumers’ attitudes toward corporate positions on controversial issues. While it found that a majority of consumers do expect their brands to maintain some degree of “social responsibility,” consumers didn’t necessarily punish brand for taking positions or supporting causes in opposition to their own beliefs. What did cause negative changes in buying decisions, however, was the perception of insincerity or hypocrisy.
So, taking a “corporate stand” on a controversial issue isn’t necessarily a bad idea. In fact, it can be helpful. But if your company draws that line, you can expect the public to hold you to it.
Separate your corporate and personal social media views
Many companies have CEOs who have a considerable presence in the “real world” as well as the business world. In these cases, leaders have to be careful to separate their personal views from their corporate views. It’s always wise to include the disclaimer “Views expressed are my own” or some other variation. This is true for employees, too, if you list your corporate relationship in your social media bio.
And while we certainly wouldn’t encourage anyone to “stifle” their views or give up their First Amendment rights in the name of profit-seeking or fundraising, simple wisdom would dictate that those who are brand “faces” should moderate their comments carefully. Try not to express yourself in a way that will intentionally agitate others. Be magnanimous toward those who might not agree with you. And by all means, don’t get sucked into any “flame wars” on your personal or corporate accounts. This is asking for trouble.
Does your small business or nonprofit need help navigating the minefield that can be social media? The professionals at Knuckleball Digital have experience managing accounts that are followed by millions worldwide. They know how to package your organization’s messages (both the business and the social) in a way that will position you as a voice of integrity and reliability in your industry. Contact us today for a free assessment of your social media marketing efforts.