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
• Authenticity
• Consistency with business goals

Do you use your business and its brand power to draw attention to social issues?
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