A Guide to Social Media Activism

The world can be a pretty tough place, which is why consumers want to support brands actively working for positive change. Two-thirds of consumers agree brands are working to raise awareness for important causes, and 62% believe brands are providing consumers with education on important topics.   

It’s clear that consumers aren’t just looking for brands that advertise their support but want to see genuine, consistent action. To truly connect with your audience, it’s important to represent your brand in a true, authentic manner when raising awareness, whether it’s for a holiday, occasion or social issue.   

How to show meaningful support 

Consumers can see right through phony brand activism (known as “slacktivism”). This can backfire on your brand and draw bad publicity, regardless of it being meant with good intentions. 

An essential part of brand activism is proving your credibility to customers with sincerity. You shouldn’t just swap your logo to a rainbow version in the month of June and call it a day if your brand isn’t authentically supporting pride. Effective activism requires more than a simple logo swap or statement; real engagement calls for deeper action and commitment. 



Before you post a holiday or occasion that may be sensitive for some groups, run through the following checklist: 
 

1. Know your brand values  

Before posting about an issue on social media or making it part of your brand’s marketing strategy, brands must ensure their support is reflected in their values and policies – not just their campaign strategy. 

Brands must figure out what their core values are and which causes they care most about then create content promoting their support, rather than the other way around. Starting with content before determining your brand’s values is a surefire way to launch yourself directly onto Planet Slacktivism (sigh). When brands determine their purpose before they start production, they will naturally make more authentic content that aligns with their stances.  

Establishing brand values is most likely above the pay grade of a social media manager. Ideally, your organization will already have a list of values and purposes your brand rallies around. These organizational rallies will help you decide how your content will genuinely talk about holidays and online observances.  

2. Get buy-in from leadership 

Leadership must lead the movement from the top down in the organization to lend credibility to brand activism and boost authenticity. Involving senior leadership can also help establish a long-term commitment and entwine a cause with a brand’s identity.  

Everyone in leadership should be on the same page and aware of social media posts that can cause a positive or negative reaction. The organization as a whole should be ready to take a stance regardless of potential pushback. When an organization takes a cohesive stance, it raises the bar for internal practices and public representation.  

3. Decide which posts are the most important 

Is this a lot of upfront work to make a simple, educational Juneteenth post? Absolutely – but it’s necessary foundational work. Knowing your brand values makes it easier to remain authentic on social media.  

It’s impractical for a brand to acknowledge every holiday in existence, and brand activism can get flimsy if your audience or even leadership doesn’t connect with specific celebrations or observances. Instead of posting every holiday just for the sake of publishing content, show sincerity by matching your public celebrations with your brand’s internal priorities and core purpose.   

Ultimately, be intentional with the holidays you celebrate online. Ensure they align with your brand values and your social media team is prepared to talk about them in a way that remains genuine and sensitive to your audience.  

4. Pay attention to the language used in a post 

Choose your words wisely. For example, not every holiday deserves a “happy,” especially certain holidays associated with important causes. You may have heard someone say “Happy” Memorial Day before, but that doesn’t exactly match the day’s tone of remembrance and reflection. 

Everything you post onto social media universe is there forever and we want to save you from any simple mistakes. Posts should be helpful, educational and sensitive. Be sure to write post copy carefully and, if possible, run it by a Diversity, Equity and Inclusion coordinator or consultant before posting. 

5. Prepare for community management 

Building your brand’s social media community requires a lot of strategic effort and patience. Craft content that deeply resonates with your audience, inspiring them to not only support your products or services but also align with your brand's purpose and values. You can foster a culture of conversation by encouraging content that sparks constructive dialogue within your community. Don’t be afraid to actively engage with your followers through expressing gratitude and support for positive comments. 



Be sure to keep an eye on holiday posts and content related to causes your brand supports. Tackle comments as quickly as possible by preparing responses in advance to any negative posts. Above all, stay true to your brand’s values, and don’t let negativity or opposing views sway your commitment to the causes you believe in. 

Turning values into action 

Supporting activism as a company can pose its challenges, but it can make a significant impact when done correctly. It’s essential to exercise careful consideration and act with genuine intentions when promoting your brand’s activism. Stay true to the cause and focus on the difference you aim to make.  

Ready to make an impact on platforms but not sure where to begin? Our social media team is here to help you plan and support you every step of the way. Reach out, and let’s start creating positive change together!