As a brand, knowing how and when to chime in on an important political, social or cultural discussion is difficult. The entire world is watching, so you’ve got to choose your words — and/or actions — wisely.
Businesses hold tremendous power and influence. That’s why it’s more important than ever to understand the right way to join in on a sensitive conversation. Over the past few months, we’ve seen a number of major movements and initiatives take shape and quickly escalate with the power of social media. Take the recent #MeToo, which went viral after scores of prominent women spoke out over alleged sexual harassment by Hollywood producer Harvey Weinstein.
Of course, the matter was much larger than Weinstein, and the #MeToo campaign showed how major of an issue sexual harassment is worldwide — in every industry.
Yet, when it comes to sensitive issues, it can be difficult as a brand to know whether to say or do something, and then on top of that what exactly that should be. Recently, after #MeToo began to grow, social media analytics and monitoring platform Talkwalker saw how much traction and growth the campaign was getting and how important of a topic it was, as well as an opportunity to show consumers that as a brand it cared too. Using the data the company compiled about the campaign, it revealed in a tweet how widespread and effective #MeToo was.
FYI here’s how #MeToo has spread across the world. You can track the hashtag for free here https://t.co/n2LjeLbJ46 pic.twitter.com/HdXa2ZzAK1
— Talkwalker (@Talkwalker) October 17, 2017
Brands often jump into conversations and become distractions, rather than help. However, Talkwalker not only found a smart way…
