Over the past decade, social media has evolved from a pastime and a way to keep in touch with friends, to a very common pillar in everyone’s life. Think about it: When was the last time you checked Instagram, Facebook, or TikTok? Maybe a second ago, or what felt like a moment ago. The numbers prove this point: 72% of US adults use at least one social media platform. Globally, people spend an average of 2 hours and 23 minutes every single day using social media. It’s safe to say that social media plays a huge role in our lives.
But here is another statistic that may surprise you. Even with all the laws in place, about 40% of 8- to 12-year-olds and 95% of 13- to 17-year-olds are active on social media. It’s not just a part of old people’s lives, it’s part of young people’s lives, too.
This, of course, raises serious questions not only about the safety of children on these platforms but also, more generally, about the content we are all exposed to on a regular basis—content that can cause anxiety, spread misinformation, and fuel division, take it. the joy that social media should bring to our lives.
And that’s what worries me—as a mom to two teenage girls, but also as someone who’s built a career helping brands put their best foot forward on social media.
Think about your audience
Because the pressure is on for everyone to do better—to make social media a safer place, and that pressure applies to brands in particular. If you’re paying for ads or promoting content on social media, you’re playing a role in making social media a safer place—and I’d say, you have a responsibility. That doesn’t mean you just have to think about your current audience, but consider everyone who might stumble upon your content, including those young, impressionable eyes.
In the early years of social media, brands could avoid controversy during public or political debates. Sure, there was drama with some of the positional products that caught on in the late 2000s and 2010s, but 2020 changed everything. With movements like Black Lives Matter, the (ongoing) battle for reproductive rights, and LGBTQ+ issues taking precedence, companies have been unable to maintain a neutral stance and keep consumers on their side.
Given that the general election is just a few days away, this kind of “social responsibility” becomes even more important. I think more young people are ready to vote now than ever before. This means that brands must be clear about how they communicate their values on their social media channels, and in ways that people can get hold of. No vagaries, no guesswork, deception, or false promises. Real talk is what people want. And if brands don’t deliver, they risk losing not only customers—including the new generation—but also their loyalty. And that is hard won and hard to keep.
Think about what your mouth says
But their responsibility does not end there. Because it’s not just about what your company says, it’s also about what your influencers and brand ambassadors say as your brand ambassadors. Have you done your homework to make sure they are on the same page as you about values and positions? If not, you may face a tough test of the fact that people will work for you your way, exactly.
So what can brands do? First, start by reviewing your social media presence. What about your brand in the past? What are people saying about your product now? Then dig deeper. Do your influencers and affiliates know your values? What are they sending, and do these messages align with your brand values? And once you’ve decided all that, you should put together a social media strategy, a living, breathing document that you update regularly—quarterly, biannually, whatever works for you. Just make sure it’s not gathering dust on a shelf somewhere.
And if you’re a leader, set the tone. Get involved with the strategy. Empower your social media team, but don’t take it lightly. Understand how each post fits into the bigger picture. And, most importantly, speak up for your team. Make sure they have the support they need to implement the strategy successfully.
Bring the good
At the end of the day, no one wants to be in a place that is widely perceived as a divisive social media space, let alone a place where unrealistic expectations are set that everyone is expected to conform to. Social media should be a place of joy and inspiration—I believe most of us, if not all, want that.
In this election year, when tensions are running high, companies have an incredible opportunity to put good back into our feeds and lives. So keep creating content that makes people smile, that makes them feel good about the time they spend on social media.
Because brands don’t want the next generation to grow up thinking of social media as a bad place. They want to see you as a place where they can connect, learn and be inspired. So let’s make that happen. It’s up to all of us—not just brands but industry leaders and influencers—to bring joy back to social media and make it a place to be.
Ashley Cooksley is the global CEO of Social Element.
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