Black Lives Matter is the topic that’s dominating conversations right now. If you are reading this, your brand probably shared a black square or update in solidarity with the fight against racism, and has made active decisions to do more in the fight against racial inequality and social injustice. But how do you communicate this on social media?

As a brand or social media manager you may not be used to talking so directly about issues of race – change is happening and we have to adjust our brands as well as ourselves to ensure momentum in this movement. We have put this post together to help inspire ongoing social media conversation around racism, diversity and sharing actions. Posting once to show your support to Black Lives Matter and then continuing your social media promotions and campaigns as usual is not good enough – people want to see evidence of your ongoing commitment to change.

Depending on the size of your organisation, it’s important to note that for many larger companies, social media is simply amplifies the decisions made at the top. Below are some suggestions to actions your business can take to support the cause:

https://www.instagram.com/p/CBMcy1iMMxR/?utm_source=ig_web_copy_link

Once your business has decided to take action, you can publicise this on social media:

1. Update your profile to reflect your support

This can include:

  • An updated black logo
  • A #BlackLivesMatter cover image for your Twitter, LinkedIn, Facebook etc
  • A personalised bio to show solidarity, a link to a relevant page on the topic on your website

2.  Share a message from the top

Has your director or CEO shared a personal message on the subject? Social media audiences engage better with the human beings behind your company. Many brands have published their internal CEO update online. Encourage them to create a video on the subject if possible.

https://www.instagram.com/tv/CBEU1WjANbD/?utm_source=ig_web_button_share_sheet

https://www.instagram.com/p/CA5w-qgA_RQ/?utm_source=ig_web_copy_link

 

3. Share your donation to social injustice causes

Has your company put their money where their mouth is? By publicly pledging your are donation you are holding yourself accountable and encouraging others to do the same. We want to know how much and to where you are donating. Examples below.

https://www.instagram.com/p/CA-2_QnpDTV/?utm_source=ig_web_copy_link

4. Demonstrate how you are actively promoting diversity 

As a business that stands up to racism, your audience wants to see how you’re actively promoting diversity within your organisation. For example, have you:

    • addressed your internal structures
    • established a black / diversity network
    • established ongoing open discussion eg webinars/podcasts

https://www.instagram.com/p/CA_J8uMqrMY/?utm_source=ig_web_copy_link

5. Amplify black voices

Is your brand following a diverse enough range of pages on social media? Follow black-owned businesses and creators in your industry. Engage and collaborate with black influencers. Highlight the work of black people in your industry.

 

6. Don’t be afraid to actively respond to racism

Some racist people may respond to your brand’s activism with disappointment. It is totally acceptable and the right thing to do to call it out where you see it. We particularly love this example from Yorkshire Tea and PG Tips:

Throughout the social media process, it’s a good idea to talk to your black colleagues and gain their input on your BLM social media strategy. Black people have been personally affected by the recent injustices and consequent protests and race discussions. To ensure the accuracy and diversity of your messages it’s useful to engage with black colleagues to discuss 1. what the key messages are and 2. how you are going to present them.

This list is not exhaustive! If you have an idea or a good example, let us know in the comments below.

Further info:

Anti-racism resource guide