Over the past decade, social media has evolved from a pastime and way to stay in touch with friends, to a prevalent mainstay in nearly everyone’s life. Think about it: When was the last time you checked Instagram, Facebook, or TikTok? Probably a moment ago, or what feels like just a moment ago. The numbers prove the point: 72% of adults in the U.S. 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 is a major player in our lives.
But here’s another stat that might surprise you. Even with all the rules in place, nearly 40% of kids ages 8 to 12 and 95% of teens ages 13 to 17 are active on social media. It’s not just a part of adult lives, it’s a part of our young people’s lives, also.
This, of course, raises serious questions not only about the safety of kids on these platforms but also, more generally, about the content we’re all consistently exposed to—content that can create anxiety, spread misinformation, and fuel polarization, taking away the joy that social media is supposed to bring to our lives.
And that’s what worries me—as a mom to two teen girls, but also as someone who has built their career around helping brands put their literal best foot forward on social media.
Think of your audience
Because the pressure is on for everyone to make things better—make social media a safer place, and that pressure applies to brands especially. If you’re paying for ads or promoting content on social media, you play a role in making social media a safer place—and dare I say it, you’ve got a responsibility, too. That means not just thinking about your immediate audience, but considering everyone who might stumble upon your content, including those younger, impressionable eyes.
In the early years of social media, brands could avoid controversy during social or political debates. Sure, there was some drama over some of the stances brands held 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 coming to the fore, companies could no longer keep a neutral stance and keep consumers on their side.
Given that we’re just days away from a major election, this sort of “social responsibility” becomes even more vital. I’m thinking of the fact that more young people are eligible to vote now than ever before. This means brands need to be clear about how they communicate their values across their social channels, and in ways which people can grasp. No vagaries, no allusions, illusions, or inauthentic pledges. Real talk is what people want. And if brands don’t give it to them, they risk losing not just customers—including a whole generation of new ones—but their credibility also. And that’s hard-won and hard-kept.
Think of your what your mouthpieces say
But their responsibility doesn’t stop there. Because it’s not just about what your company says, it’s also about what your influencers and brand ambassadors are saying as mouthpieces for your brand. Have you done your homework to make sure that they’re on the same page as you in values and positioning? If not, you could be in for a harsh reality check which people will absolutely serve your way, straight up.
So what can brands do? For one, start by proactively auditing your social media presence. What have you said about your brand in the past? What are people saying about your brand now? Then dig deeper. Are your influencers and ambassadors aware of your values? What are they posting, and are these messages aligned with your brand’s values? And once you have all that determined, you should put together a social media strategy, a living, breathing document that you review 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. Be involved in the strategy. Empower your social media team, but don’t micromanage them. Understand how individual posts fit into the bigger picture. And, most importantly, advocate for your team. Make sure they have the support they need to execute the strategy effectively.
Bring positivity
At the end of the day, no one wants to have a presence in a space that is mostly thought of as a polarizing space for social issues, not to mention a place where unrealistic expectations are showcased expecting everyone to conform to. Social media should be a place of joy and inspiration—I believe most of us, if not all of us, want that.
This election year, when tensions are running high, brands have an incredible opportunity to bring some positivity back to our feeds and into our lives. So go ahead and create content that makes people smile, that makes them feel good about the time they spend on social.
Because brands don’t want the next generation to grow up thinking of social media as a negative place. They want them to see it as a place where they can connect, learn, and be inspired. So let’s make that happen. It’s on all of us—not just brands but also industry leaders and influencers—to bring the joy back to social media and make it a space worth being in.
Ashley Cooksley is co-global CEO of Social Element.
