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1、PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 20241The only guarantee in social media is that everything will change.In 2023,the social media landscape experienced wide-spread change.Twitter became X.Meta launched its own conversational,text-focused app,Threads,which gained 100 m

2、illion users in less than a week.Platforms experimented with new monetization strategies,like charging for API access,account verification,ad-free experiences,and even security features like two-factor authentication.TikTok faced increased scrutiny as well as local and national attempts to ban the a

3、pp in the United States.Not only did the platforms change,but the way consumers used social media channels shifted.Last years next-big-platform BeReal waned in popularity,even among its early adopters in Gen Z.Instead,Gen Z bolstered growth for Pinterest.TikTok proved it wasnt just for“kids”Gen X jo

4、ined TikTok in droves,with AARP following close behind to target older users on the platform.The social media world stood still for the Roman Empire,Taylor Swift and the Barbie movie.Though we cannot predict exactly what 2024 will have in store,we can certainly make a few educated guesses based on r

5、ising trends.This report examines five key social media shifts for marketers to consider in planning for the year ahead:1.Stop Counting“Likes”Why using deeper engagement metrics to guide your social media strategy will be important in 2024.2.Embrace Dark Social Why closed social communities are an u

6、ntapped resource for brands to build deep connections.3.Ditch the Script Why brands should choose creators based on their unique creative approach.4.Centralizing Ownership Why you need a social media decision-maker in 2024.5.Actions Speak Louder Than Posts Why social media is a useful tool to expres

7、s inclusivity,but it cannot be a one-stop shop.IntroductionPA G EFive Trends To Sharpen Your Brands Social Media Strategy in 2024What is deep engagement?Algorithms reward content that generates“deep engagement(e.g.,comments,saves,shares),since these interactions are seen as more meaningful indicator

8、s of engagement than passive metrics(e.g.,likes,views).Content optimized for deep engagement develops stronger relationships with consumers,and connected and loyal fans are more likely to purchase.What does it mean for brands in 2024?When defining KPIs,consider prioritizing deeper engagements instea

9、d of vanity metrics such as likes.Build social strategy and content around a set of criteria that optimizes for deeper engagement with core audiences.Social media platforms are using these indicators to further develop features that they know their users will love.Anticipate an evolving feature set

10、on social platforms to drive more of this type of interaction.Users are looking for their social media feeds to reflect their values and interests Because of their demand for connection,users reward content with deeper engagements that can help brands drive business impact.Deeper engagement is any a

11、ctive action that a user takes on social media,beyond a passive like,which helps determine if they have spent time and displayed an above-average level of involvement with the content.These deeper engagements are a strong indicator of personal connection,which is highly correlated with purchase.Each

12、 measure of deeper engagement signals something about a consumers level of attention and willingness to hear more from the brand.Showing a higher degree of attention is a behavior thats rewarded by algorithms.Heres what platforms have reported about the type of engagement they value the most:21.Stop

13、 Counting“Likes”How likely you are to spend a few seconds on a post,comment on it,like it,share it and tap on the profile photo.The more likely you are to take an action,the more heavily we weigh that action.How many and how quickly other people are liking,commenting,sharing,and saving a post.These

14、signals matter much more in Explore than they do in Feed or in Stories.The most important predictions we make are how likely you are to share a Reel,watch a Reel all the way through,like it,and go to the audio page.Source:InstagramThe For You algorithm suggests content after taking into account user

15、 preferences as expressed through interactions with the app,like posting a comment or following an account.Your For You feed isnt only shaped by your engagement through the feed itself.When you decide to follow new accounts,for example,that action will help refine your recommendations too,as will ex

16、ploring hashtags,sounds,effects and trending topics on the Discover tab.Source:New York TimesSource:Sprout Social Why using deep engagement metrics to guide your social media strategy will be important for 2024of consumers are looking for communities that they can belong to,craving deeper connection

17、s that inevitably breed loyalty.36%of consumers say that their loyalty to a brand increased when they felt connected to that brand.64%of consumers say their relationship with a brand starts when they feel the brand understands them and their desires.51%of consumers will increase their spending with

18、a brand they feel connected to.57%of consumers will buy from a brand they feel connected to over a competitor.76%LikesA surface-level engagement that provides a passive endorsement.CommentsIf they are commenting,they want to share their opinion or experience.A commenter may want more information fro

19、m the creator.Comments can also prompt a purchase on certain platforms.SavesIf they are saving a post,that means they found it valuable in the moment and that they want to return to it later.This informs the users personal algorithm what content to serve more often.SharesIf they are sharing it,they

20、are saying that they found the post valuable.In fact,they felt so strongly about it that they thought someone else should see it too.FollowsIf they are willing to follow,this expresses interest in seeing more of the content from that account.This will tell the platform that the user is interested in

21、 this creators niche.ClicksIf they are willing to click,they are willing to visit a website for more information or to purchase.The ability to attribute an increase in website traffic to social media activity is one of the best ways to illustrate the impact of social.SURFACE LEVELDEEPER ENGAGEMENTPA

22、 G EFive Trends To Sharpen Your Brands Social Media Strategy in 20243Social media platforms are also using these indicators to further develop features that they know their users will love.For example:Instagram is testing exhibiting both share and comment counts publicly,alongside likes(if enabled),

23、offering a quick snapshot of how users are engaging with the post.In the UK,comment polls are a recently introduced feature that enables a publisher to create a poll within their comment section.This feature adds an extra layer of interaction,encouraging deeper engagement and conversation around pos

24、ts.Instagram is also working on the ability to publicly see comments on Stories in the UK.TikToks shop and product links are growing in popularity,providing a direct path to purchase with content that users engage with deeply.Community management alone can be enough to sustain growth by joining the

25、right conversations that matter to the brands fans.Engaging with users beyond your immediate following can lead to momentum and ultimately,measurable outcomes.In 2024,marketers can drive deeper engagements with their social audience by:Making them feel something:Content that elicits an emotional or

26、sensory response is going to get the attention,comments and shares.Any Dunkin lover can immediately relate to this moment:the sensations associated with shaking the cup,the feelings of joy associated with treating yourself and,ultimately,a longing for another icy beverage from Dunkin.Leaving them be

27、tter than you found them:Content that provides value,whether through education or inspiration,is going to see increases in shares and saves.The“Can RIT Dye _?”series on Instagram showcases its product while sparking creative thought and inspiration in the minds of their audience,which ultimately lea

28、ds to ordering dye to tackle those projects youve been meaning to get to.Helping them find their people:Content that facilitates connection or makes someone feel like they belong and that they are understood will create memorable moments and endear people to brands.This Realistic End-of-Bed Bench co

29、ntent from West Elm humanized the brand and made the product more relatable,which resulted in the post outperforming compared to baseline engagement and shares.PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 20244What is a closed social community?Sometimes called“dark social,”a clo

30、sed community is an invite-only,semiprivate or fully private space where consumers gather.Often,they are highly conversational venues,either among real friends,internet friends or in an anonymous space.The rise in closed social communities harkens back to the early days of the internet.The roots of

31、traditional social,like old fan message boards,are coming back in the form of closed communities.We are seeing more and more people opting in to social platforms and apps that allow them to have private and personalized ways to share and receive updates about information that matters most to them.Wh

32、at does it mean for brands in 2024?When brands take the time to build or participate in a community,they can gain a comprehensive understanding of their customers needs and use these insights across the business.The quality of online interactions is becoming increasingly more important which means b

33、rands must try new things,including leveraging different tactics and metrics than in previous years.Social media usage is shifting to become increasingly selective,personal and private.Contrary to what the headlines would lead you to believe,social media is far from dead.But it is true that more peo

34、ple are opting in to social platforms and apps with more options for privacy and anonymity,and are choosing to share with smaller groups than with the general public.The term“lurker”has evolved to describe people adopting this view-only mentality.With the rise of hate speech and harassment in commen

35、ts and divisive topical discussion,there is a heightened anxiety that people feel when posting their lives publicly,leading to caution about what they post and where.This doesnt just apply to their personal lives,but also how they choose to interact with brands.Verint conducted a study that found th

36、at 75%of consumers now prefer to engage with a brand over private messaging channels versus traditional channels.The era of talking at consumers is in the past consumers expect a dialogue,not a billboard.2.Embrace Dark SocialWhy closed social communities are an untapped resource for brands to build

37、deep connections.PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 20245Brand Benefits Audience Benefits These spaces allow brands to show up authentically and build 1:1 quality engagements and interactions with their fans.Closed communities provide members with a sense of belonging

38、and connection with people who share a common interest or experience.Closed communities can provide brands the ability to segment niche audiences and personalize the content they are providing these members.Members of communities often feel more comfortable sharing because they have the ability to s

39、hare without judgment,unlike when they post to the public on traditional social channels.Members of closed communities generally are more inclined to share their opinions and feedback directly with each other and the moderators,allowing brands to gain audience insights from conversation themes.Some

40、brands have successfully used this in R&D,not just in their marketing map.Closed communities provide a space for monitored discussion where harmful and inappropriate content can be moderated,which in turn creates a safer space for its members.Brands can utilize the ambassadors in closed communities

41、to advocate for their products outside of the group by asking them to share content to other platforms,participate in activations,etc.Those who are active in brand communities are especially engaged when receiving exclusive access,information or offers that they otherwise wouldnt receive.Benefits of

42、 Closed CommunitiesThese private or invite-only spaces are typically not indexed by search engines or included in platform APIs that pull into social media tools.Therefore,brands are actually ignoring the majority of social conversations in these spaces if theyre not dedicating the time to join and

43、monitor conversation.Brands looking to leverage closed social communities should consider two main questions:1.Are you truly committed to engaging your audience for long-term brand loyalty?2.Is the investment in consistent community engagement worth it?For brands brave enough to invest resources int

44、o fostering a genuine community,its crucial to exercise patience as relationships develop.While quantitative metrics may not always be readily available in these spaces or fully attributable to community-building activities,qualitative indicators of success emerge through high-quality,meaningful con

45、versations with dedicated fans.For example:“The Gucci Vault”was launched through the Metaverse and Discord servers,allowing Gucci to showcase the latest and greatest in Web3.The success and brand building of this concept eventually led to the creation of a fashion collection based on these server co

46、llections.Jack in the Box brought its popular extended opening hours online through its Late Night Discord server,featuring live music and comic artists.Chipotles 2021 virtual career fair on Discord led to a 77%week-over-week increase in job applications.Wendys created a multifunctional branded bot

47、that anyone can add to their Discord server to access Wendys social media at any time.PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 20246Embracing closed communities requires a shift in mindset:PLATFORMRedditDiscordMeta GroupsClose Friends InstagramBroadcast Channels InstagramWha

48、tsAppABOUTReddit,centered around niche-interest subreddits,promotes genuine,topic-focused discussions through its upvote/downvote system.Unlike many platforms,it values anonymity and has historically been less commercialized.Discord is a messaging app akin to Slack but with a less corporate,more sub

49、cultural vibe.Users can create or join topic-specific servers,hosting up to 500,000 members,and engage in text,voice,or video chats within them.Groups allow businesses to assist in discussions about their products and services.Unlike page posts visible to all on Facebook,group activity visibility ca

50、n be tailored to the conversations nature.Brands can also absorb existing groups about their products into a branded group on their page.Instagram introduced a feature for Stories called“Close Friends,”which allows users to share their Instagram Stories with select individuals from their audience th

51、at were added to a specific list.Brands can create a close friends list in which they can add their most loyal and devoted fans to serve up exclusive content.Broadcast channels exist within the Instagram app as a way for creators to shift away from relying solely on feed/story posts to reach followe

52、rs.WhatsApp,with its massive user base in key markets like EMEA and LATAM,serves as a pivotal platform for brands to engage directly with customers.Through its end-to-end encrypted messaging,businesses can offer real-time support and foster trust.Voice call features further enable seamless communica

53、tion.Leveraging WhatsApp Business tools,brands can automate responses and gain valuable insights into customer interactions.ACTIONSBuild or join a communityBuild or join a communityBuild or join a communityBuild communityBuild communityBuild relationships with consumersWATCH-OUTSIts crucial for bran

54、ds to approach these platforms with an understanding of their culture,etiquette,and community norms to be successful and beneficial in their interactions.One-way communication only,limited community interaction/cultivationWhen approaching a closed community,use the following elements as a guide to s

55、uccess:Consistent Engagement:Brands remain actively engaged with 1:1 interactions and feedback Listening to Feedback:Making improvements to the brand based on suggestions and feedback Personalization:Interacting with members by name and recognizing their contributions to the closed community Exclusi

56、ve Benefits:S&D opportunities,early access to products,coupons,invitations to special events Consistency:Establishes a recognizable brand ID Relevant Content:Content that adds value to communitys interests/tailored to specific needs Test&Learn and Loosen the Reigns:Invest in fostering relationships

57、with early members.Get feedback and identify what keeps them engaged.Apply their input and test what works.Long-Term Goals:Focusing on long-term relationships with community versus short-term wins Not every platform will be right for everyone.Here are a few features that are available to brands on s

58、ocial platforms,which can vary by region or country.FROMCreative curation Engagement-driven Instant gratificationTOInvestment Patience BraveryPA G EFive Trends To Sharpen Your Brands Social Media Strategy in 2024What does“ditching the script”look like?By scripting and prescribing influencer content,

59、brands are failing to capture what made influencer marketing successful in the first place their voice.Audiences are more savvy than ever and see right through overly branded,inauthentic messages.An influencers content-creation skills,deep knowledge and audiences trust can be the key to successful c

60、ontent.Ditching the script fosters an environment where creators can do what they do best be creative.What does it mean for brands in 2024?Brands should focus on choosing partners for their creative approach,not just their audience demographics.When loosening the control,its still important to use s

61、trategy to lead the process ensuring we are finding the right partners that share the brands values.Consider having influencers pitch ideas to the brand,not the other way around.People initially gravitated to influencers for highly engaging content and a distinct voice that balanced consistency,rela

62、tability,and aspiration.In the early days of influencing,Benny Drama,Glozell,Jenna Marbles,and Casey Neistat come to mind as highly memorable and authentic personalities that attracted a massive following by being themselves.Some argue that this bubble of influence has burst leading consumers to tun

63、e out the familiar ad formats in paid partnerships and some to parody this familiar trope of unprompted sharing of skincare routines and the latest product you just HAVE to try.The power of creators is still a force in the industry.The key?To let the influencer or creator make content their audience

64、 really wants to see.Take Rene Rapps Sweetgreen partnership for example:The brand co-created something that her fans loved treating it more like a magazine cover than an ad.73.Ditch the ScriptWhy brands should choose creators based on their unique creative approachof consumers trust social media inf

65、luencers over brands.(Source:PR Newswire)37%of consumers find influencer content more relatable than brands own advertising.(Source:ION)32%PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 20248In reality,successful partnerships are a collaboration between the brand and influencer la

66、ying a foundation that allows for personalization and creative expression based on the influencer and their audience.Take Converse,for example,who leverage influencers and creators to create dynamic and on-trend videos to increase buzz for the new Converse All Star CX at Foot Locker.Working with VML

67、 influencer agency Obviously,the brand leveraged The Creator Pitch Process,giving influencers creative freedom to come up with their own creative concepts based on the campaign details,from dancing to sports and even creating art with the shoes.The campaign surpassed projected impressions by 56%,and

68、 one creators video,steezykane went viral,driving a 324%engagement rate.Other brands are finding success in this approach,like Hydro Flask.The brand collaborated with TikTok star Jake Shane,who is known for doing comedic impressions of oddly specific events.Hydro Flask commented asking Shane to do a

69、n impression of their product keeping water cold,resulting in deeply engaged fans in the comment section and love for both the creator and product.Some brands are purposefully co-creating to capture an authentic partnership.OXO partnered with cooking influencer and business owner Baked by Melissa as

70、 part of its Chefs in Residency program.The video naturally incorporated the products in Melissas one-to-one style and even allowed for some cooking“oops”to happen along the way.For marketers in 2024,how do we build comfort in letting go?Build your sandbox:Strategy should still lead find partners wh

71、o align with your desired audience and share your brand voice.Prioritize the audience:Influencers are experts on their audience and that knowledge should be highly valued.Use their niche voice:Brands should support the influencer in creating content that feels natural to their existing voice.Be flex

72、ible:Get in the habit of writing open-ended briefs or be willing to adjust the timing or deliverables.Use the power of partnerships:Longer-term relationships with creators will allow for greater freedom and trust among collaborators.And yes,still show legal:Its all about re-thinking what good social

73、 creative is,not creating risk for the brand.PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 20249What does a social media manager really do?Social media managers have long been the utility knife of the marketing department,juggling around eight different social media tasks in addi

74、tion to often filling cross-functional roles like events,PR and marketing generalist tasks.In 2024,managing every aspect of a brands social media alone has become too large a job for one person to be the sole“doer”as the social media universe has scaled significantly across platforms,features and sk

75、ills required.While its crucial for brands to organize and diversify the skillsets at their fingertips,its equally important to centralize decision-making.What does it mean for brands in 2024?Most brands should have a single accountable decision-maker but other contributors to support the brands suc

76、cess.This decision-maker should be both a thought leader and subject matter expert who understands how to bring together individual skillsets to collaborate on meeting the brands goals.Sixty-six percent of social media managers believe they have too many responsibilities.While this is not uncommon f

77、or marketers of all disciplines,the need for social media services for brands has grown exponentially over the last decade while the social media manager role has largely remained broad and all-encompassing.Even among social media practitioners,currently only 11%of professionals who count social med

78、ia among their responsibilities are devoted,meaning theyre spending more than 90%of their day on social media.Your brands social media presence deserves better than divided attention.However,more FTEs isnt always the answer its about empowering an individual to be the owner of the social channels bu

79、t gathering the right talent within your organization to support that role.Whats In:Whats OutOne dedicated talent thats accountable to all aspects of the social media presenceA single talent responsible for doing every task involved in running a social media presence4.Centralizing OwnershipWhy you n

80、eed a social media decision-maker in 2024PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 202410The purpose of centralizing decision-making is not to silo the social media presence from the rest of the marketing organization.Its to strengthen the organization to enable a planned and

81、 opportunistic approach that delivers hyper-relevant content to your fans.This ownership is crucial for the timely reactions that social media requires.Often,social media sits at the intersection of consumers,culture and brand.For example,when relevant moments happen that a brand can engage with on

82、a deeper level,sometimes called“agile social,”organizations are gripped with decision paralysis if no individual is empowered to say“yes”to this type of consumer engagement.The brands decision-maker should be responsible for tasks like:Owning the strategy,execution and direction of the brands channe

83、ls.Bring cohesion between social media and other brand channels.Identifying the talent needs of the practice and collaborating with cross-functional individual contributors to accomplish the brands goals.Be aware of emerging trends that can be leveraged to better reach the brands goals.Set goals and

84、 ensure all individuals are informed and accountable to those metrics.Implement data-driven recommendations.When building a cross-disciplinary team to support an effective social media program,consider the following skillsets:Analytics and data,like a contributor to analyze performance and identify

85、insights to strengthen the social media presence Researchers,who can give your social media owner greater insights on who is their desired target Creatives,like art directors,copywriters or a more nimble“content creator”Platform experts who have a strong background in excellence on one social media

86、platform.For example,The Washington Post has a staff of nine people dedicated solely to Instagram.Subcultural experts who are immersed in the communities that are important to your audience.For example,USA Today made headlines for hiring reporters to exclusively cover Taylor Swift or Beyonc.Marketin

87、g SMEs,like email,PR,SMS,CRM,search and media professionals,who can bring greater consistency among consumer touch points Community managers who have a strong grasp of the brands voice and a deep understanding of how to conduct one-on-one conversations with the brands audience Influencer relationshi

88、p managers who can liaison with creators to post on the brands behalf,as well as generate a stream of content for the brand to use across their marketing mix PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 202411What does inclusivity look like?For years,brands treated social media

89、as a solution to prove that theyre inclusive a box to check by picking a diverse set of influencers and making posts about specific days to fill a social media calendar.When brands engage in this type of box checking,it has a tendency to tokenize and stereotype.Putting an inclusive coat of paint ove

90、r a brands image has never really been enough.Consumers increasingly demand that brands reflect their identity and that brands are transparent about who they are inside and out.Theyre willing to make purchase decisions based on the values the brand holds.What does it mean for brands in 2024?Any incl

91、usivity initiatives expressed on social media must be substantiated by the actions of the organization to give credibility to external communication.These initiatives also require follow up.If you post something today,what is your long-term plan to support the message youre distributing?Are you“walk

92、ing the walk within your organization?For example,if you put out a statement for Pride month,does your benefits package allow LGBT+spouses or partners to access the same medical benefits?Start by identifying or building a history of action,based on the brands values.Brands must enter these conversat

93、ions with research,top-down buy-in and long-term vision.Consumers deeply held personal beliefs and identity will continue to inform what brands they choose to purchase,wear,and recommend.On social media,engaging positively with a brand is a form of public endorsement one that many consumers are only

94、 willing to make when they believe that the brand sees,supports,hears and connects with who they are as a person.The social media comment section will be the first place you hear about how your consumers really feel about your brand,good or bad.However,the channel is just one expression of who the b

95、rand is it cant do the work of inclusivity alone.“Transparency around business practices and values”is ranked No.2 in terms of what consumers dont see enough of from brands on social media.5.Actions Speak Louder Than PostsWhy social media is a useful tool to express inclusivity,but it cannot be a on

96、e-stop shop25%of the most memorable brands on social speak out about causes and news that align to their values.Source:Sprout Social Source:Sprout Social PA G EFive Trends To Sharpen Your Brands Social Media Strategy in 202412Before posting on social media,consider:Organizational Support:Inclusivity

97、 should be an organizational priority that guides business decisions and hiring and promotion practices,and should be felt in every aspect of the business,not just in marketing efforts.Aerie,for example,took a stance nearly a decade ago to stop retouching models in their advertisements something tha

98、t required organizational buy-in for long-term action.At the time,the senior director of marketing expressed that the hardest part of the transition was to unlearn bad habits throughout the organization.People AND Product:Find your end user,and make products that speak directly to them.For example:M

99、arketing cant fix a shade range thats not inclusive for a makeup brand.Brands like Mented and Mac are purposeful in creating products as a representation of their customers.Mented focuses on shade ranges that allow customers to“be able to find themselves in the world of beauty,no matter your skin to

100、ne.”Mac has a long-standing history of breaking gender boundaries by honoring“individuality and self-expression above all else,”focusing on making the brand a welcoming place to express identity.Real Support:Brands need to do more than just“amplify.”Its crucial to identify the needs of the community

101、 youre showing up for and do something thats truly mindful and tangible.For example:LEGOs The A-Z of Awesome campaign celebrated diversity and self-expression,particularly within the LGBT+community,which included a$1 million donation to existing and new partner organizations in support of the LGBT+c

102、ommunity.When brands have business practices that match their external statements,it gives those statements more authority.For example:Inclusive Barbie Characters:Mattel(Barbie)developed this new line of Barbies as a way to reflect amultidimensional viewof beauty and fashion in their dolls.Outside o

103、f products,the company is aware of its shortcomings and intentionally utilizes its ERGs to help solidify an inclusive culture internally and with the products that go to market.Lancome Brow Magic and Hapta AI Lipstick:Lancme has been making strides in the tech space with its accessibility devices fo

104、r applying makeup,like its lipstick and brow applicator toolset for those with limited mobility.Beyond its products,LOral(parent company)is focusing on achieving organizational gender pay equity and has developed an internal global pay equity tool based on the global industry standard,EDGE.SKIMS Ada

105、ptive Collection:SKIMS is focused on making an effort to support womens organizations and promoting body inclusivity by representing a variety of skin tones and sizes in its shapewear,as well as providing adaptive designs for people with disabilities at an affordable price point across the board.PA

106、G EFive Trends To Sharpen Your Brands Social Media Strategy in 202413If youre going to do something that could be perceived as“taking a stance,”be prepared that not everyone will share your point of view.Be well-researched in terms of current affairs,but firm,consistent and committed to what your br

107、and has to say.Be ready with a response plan that stays true to who the brand is.Most importantly,dont just take part in a trend or create a post for a cultural moment because its on the calendar.Do it because its core to your brand.Not every brand needs to weigh in publicly on every issue.Once you

108、have top-down buy-in for a post expressing topics of inclusivity,use this brand safety preparedness checklist:Source:Infegy AtlasAn inconsistent POV alienates everyone:This brand worked with an influencer in a historically marginalized group and walked back its support once that partnership came und

109、er fire.PrepareMonitorOptimizeCreate a response matrix,anticipating the types of conversation you may encounterSet up social-listening dashboardsListen to your consumers:Use genuine critiques of the brand as fuel to better meet the needs of your communityDecide if your brand will engage with comment

110、s and howSet up notifications for increases in relevant conversationDocument learnings from the current initiative for use in future planningSet up community guidelines to establish rules for engagement on the pagesAlign on a course of action before conversation volume increasesRefresh long-term pla

111、ns for inclusion efforts regularly in light of cultural eventsMonitor whats happening in the news,and ensure the brands messages are still relevant contextuallyReground in the goals of the initiative have you been focused on optics?Or have your efforts been focused on material impact?PA G EFive Tren

112、ds To Sharpen Your Brands Social Media Strategy in 202414Liz Cole/Chief Social Officer,VML Subashini Nadarajah/Global Executive Director,Equity,Inclusion&Belonging Carolyn Rooke/Group Director,Social,VML Grace Hoy/Director,Social,VML Carly Docter/Associate Director,Social,VML Bianca Lev-Mathias/Asso

113、ciate Director,Social,VML Ben Baxter/Associate Director,Social,VML Kelsey Lawniczak/Associate Director,Social,VML Bita Porubsky/Supervisor,Social,VML Clifton Gwynn/Supervisor,Social,VML Madison Mosier/Supervisor,Social,VML Zac Koretz/Supervisor,Social,VML Fernanda Goudet/Senior Strategist,Obviously

114、Ashleigh-Jayne OConnell/Senior Manager,Social,VML Caroline Conklin/Senior Manager,Social,VML Ivy Everitt/Senior Manager,Social,VML Victoria Colmenarez/Senior Manager,Social,VML Jacob Tran/Senior Manager,Social,VML Kaleigh Koc/Manager,Social,VML Alisha Kumar/Manager,Social,VML Spencer Hall/Manager,So

115、cial,VML Francesco Bianchi/Associate Manager,Social,VML Anna Tang/Associate Manager,Social,VML Connecting is everything to us.If you have any questions or ideas sparked from this report,wed love to hear them.Contact us here.ContributorsContactPA G EFive Trends To Sharpen Your Brands Social Media Str

116、ategy in 2024 Accessibility:The design,development,or state of physical or digital environments,resources,and services that are easy to reach,enter,use,see,etc.,for all users.Belonging:Belonging is a sense of fitting in or feeling like you are an important member of a group.A really close family giv

117、es each of its members a strong sense of belonging.Diversity:Socially,it refers to the wide range of identities.It broadly includes race,ethnicity,gender,age,national origin,religion,disability,sexual orientation,socioeconomic status,education,marital status,language,veteran status,physical appearan

118、ce,etc.It also involves different ideas,perspectives and values.Disability:Physical or mental impairment that affects a persons ability to carry out normal day-to-day activities.Employee resource group(ERG):A largely voluntary,employee-led group that promotes a diverse and inclusive workplace aligne

119、d with organizational goals and objectives.Also sometimes referred to as business resource groups(BRGs)or associate resource groups(ARGs).Gender expression:How a person chooses to outwardly express their gender within the context of societal expectations of gender.Gender identity:Distinct from the t

120、erm“sexual orientation,”it refers to a persons internal sense of being male,female or something else.Since gender identity is internal,ones gender identity is not necessarily visible to others.Inclusion:The act of creating an environment in which any individual or group will be welcomed,respected,su

121、pported and valued as a fully participating member.An inclusive and welcoming climate embraces and respects differences.LGBT+/LGBTQI+/LGBTQ+:An inclusive term for those who identify as lesbian,gay,bisexual,transgender,and/or gender expansive,queer,and/or questioning,intersex,asexual,and two-spirit.S

122、tereotype:A form of generalization rooted in blanket beliefs and false assumptions,a product of processes of categorization that can result in a prejudiced attitude,critical judgment,and intentional or unintentional discrimination.Stereotypes are typically negative,based on little information and do

123、 not recognize individualism and personal agency.Tokenism:Performative presence without meaningful participation.For example,a superficial invitation for the participation of members of a certain socially oppressed group,who are expected to speak for the whole group without giving this person a real

124、 opportunity to speak for themselves.Underrepresented groups:Refers to a group whose members are disadvantaged and subjected to unequal treatment by the dominant group,and who may regard themselves as recipients of collective discrimination.Workplace inclusion:An atmosphere or culture where all empl

125、oyees are valued,feel a sense of belonging,can contribute and can thrive.It requires deliberate and intentional action.References:To create this glossary of terms,we conducted research and gathered information from the following sources:https:/www.stonewall.org.uk/help-advice/glossary-terms https:/ https:/www.catalyst.org https:/ https:/www.ofm.wa.gov/15EI&B Terms Referenced in This Report:Glossary