Advocating From Your Desk
For decades, systemic racism has gravely impacted the lives of Black Americans in every aspect of life. The number of publicized wrongful police killings and shootings of Black Americans in the last decade has been overwhelming. The murders of George Floyd, Breonna Taylor, Jacob Blake, and sadly many more, have brought an influx of attention to the systemic racism that plagues our community. Employers are beginning to change how they talk about diversity, equality, and anti-racism in the workplace. Talking is great, but are they willing to support their public Black Lives Matter statements with action that support their Black employees. Advocating for racial justice doesn’t solely take the form of rallies and protests. Marketing professionals have the power to advocate for Black lives from their desks.
After the death of George Floyd, companies and influencers felt compelled to post their statements in support of the Black Lives Matter movement. Many companies participated in Blackout Tuesday by posting black graphics on their social platforms while others launched full-scale campaigns. The unfortunate reality is that many companies and influencers post about Black Lives Matter as if it is a trending topic. In fact, according to Google Trends, the phrase “Black Lives Matter” has seen a significant decline in interest, with its peak in June 2020. Posting once about the Black Lives Matter movement makes brands appear inauthentic, careless, and disconnected. Black Americans face systemic racism daily and deserve more advocacy than a simple post on Instagram. The pain of my people shouldn’t be used for clout.
Marketing professionals have a responsibility to create content that will continue advocating for Black Americans beyond Blackout Tuesday. We are no longer accepting a single social media post as support of the Black Lives Matter movement. Incorporating content that will encourage dialogue and advocate for systemic change should be a part of your annual marketing strategy. Companies can initiate change by including a diversity and inclusion strategy in your annual marketing plan. Below is a list of strategies you can implement:
Acknowledge Black History Month & Black Holidays
This one should be pretty simple, but I find this is an opportunity that many organizations and small businesses completely miss. Black people have been predominant leaders and inventors in every industry in American history. There's not a single industry or invention that Black Americans haven't had an impact on. In short, every company can and should honor Black Holidays because Black Americans are influential to every industry. Companies fail by doing one of two things—highlight Black Americans only during February or miss the mark by not highlighting them at all.
There's still time to develop social campaigns highlighting Black history and Black people into your February content. Go a step further by creating content for Black holidays. Only making mention of the Black American experience concerning wrongful police killings is inauthentic and damaging to your brand.
Develop an Anti-racism Response Plan
Haters gonna hate and racists are definitely going to comment on your content showing your support of Black American lives. Preparing a thorough response document will help you navigate racist trolls on the internet. Your document should include details about how to respond and what steps to take if an online engagement goes too far. It’s vital to have leadership involved in the creation of the document. Leadership involvement helps executors feel confident and supported in their roles and when engaging with online trolls.
Share the Stories of your Black Employees and Stakeholders
Again, Black Americans are major contributors to every organization, and thus, their stories should be told. Highlighting your Black employees and stakeholders through social media content is a great way to value their voices. When developing your campaign, create a campaign that will share Black stories that help promote your value on diversity and inclusion.
Partner with Nonprofits Supporting Black Lives
Consider partnering with local or national nonprofits whose missions benefit Black lives. Whether you plan to make a financial contribution, sponsor and event, or highlight their efforts on your social platforms, building relationships with nonprofits is a great way to build community beyond your office.
The phrase Black Lives Matter isn’t a trend. Companies and organizations should make a conscious effort to incorporate content that celebrates and highlights Black stories throughout the year, not just when convenient for publicity.