SHOULD BUSINESSES ENGAGE IN SOCIAL ISSUES?
Much of social media is driven by the social or political issues of the day. As people, employees, customers and investors, do we expect businesses to take a stand on these contentious issues?
70% of employees think that businesses must work to address society’s challenges. Marketers for business must navigate how and when to engage.
Does a company’s stance on a religious or political issue change how you feel and interact with it?
When is it a good time to weigh in? On what issues should your business make statements?
If you’re able to choose the right issues, you’ll have the opportunity to differentiate your business — in a positive way.
When engaging with issues these characteristics have the biggest impact on audience responses:
• Consistency with company values
• Make a difference on the issues
• Consistency with business goals
Do you use your business and its brand power to draw attention to social issues?
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