{"id":19621,"date":"2022-11-29T16:06:52","date_gmt":"2022-11-29T16:06:52","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/29\/social-media-marketing-and-social-justice-when-and-how-should-your-business-respond\/"},"modified":"2022-11-29T16:06:52","modified_gmt":"2022-11-29T16:06:52","slug":"social-media-marketing-and-social-justice-when-and-how-should-your-business-respond","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/29\/social-media-marketing-and-social-justice-when-and-how-should-your-business-respond\/","title":{"rendered":"Social Media Marketing and Social Justice \u2013 When and How Should Your Business Respond?"},"content":{"rendered":"

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By <\/span><\/span>Sarah Threet<\/span>,<\/span><\/span><\/a> Marketing Consultant <\/span>at Heinz Marketing<\/span><\/span><\/em><\/p>\n

Social media is a powerful tool we use in marketing; it\u2019s a powerful tool because it has the ability to spread messaging far, wide, and like wildfire if done correctly (or sometimes incorrectly). Younger generations who have grown up with the internet, and who have been exposed to the expansion of social media marketing, have become more mindful of the messaging that they consume. Younger generations trend more towards conscious consumption, meaning that they are mindful of the impact of their personal consumption on society and the environment. Capitalism provides us with many options, so more consumers are spending time considering their buying power and the values of the companies they choose to patronize. <\/span>\u00a0<\/span><\/p>\n

I was inspired to write about this topic this month after the unfortunate and terrifying incident at Club Q in Colorado Springs the other week. I am a queer person, and it personally impacted me very deeply to see violence enacted upon my chosen family \u2013 people who are like me. To no surprise, over the next couple of days, corporations began to post their condolences for the families of the victims lost during the shooting.\u00a0<\/span>\u00a0<\/span><\/p>\n

One of those who spoke up in support, changed their logo to rainbow-coloring, and gave a five-minute moment of silence at their game were Colorado\u2019s own Broncos; they received mixed reactions. It may seem strange that a football team would show support and solidarity for the LGBTQ community, but this was the Broncos local community. Several LGBTQ folks responded saying that they could not care less about football, but that they would watch every Broncos game in support thanks to their courage for standing ground with the community. Several other fans made back-handed comments about how the Broncos should spend more time \u201cnot losing games\u201d rather than \u201cgetting political\u201d.\u00a0<\/span>\u00a0<\/span><\/p>\n

Did the Broncos do the right thing? How should a corporation respond to these events, if at all?<\/span>\u00a0<\/span><\/p>\n

There are three main things a marketing department needs to take into consideration before responding to a socio-political incident:<\/span><\/b>\u00a0<\/span><\/p>\n