5 steps brands can take on social media to support racial justice - Business Insider

to show their support for racial justice after the death of George Floyd led to protests against police brutality across the US. But many businesses have been silent, perhaps because they aren't sure how to best express their support or are afraid of backlash.

She analyzed social media posts to break down what works, what doesn't, and why brand messaging in a time of civil unrest and injustice is so important for your business. There are two main reasons silence is not the answer, Tolliver said. The first is that it's counterproductive to the conversations happening around racism, police brutality, and inequality.

This can also influence how non-black communities and allies take their cues and react to these issues, continuing the cycle of unheard voices among the oppressed. "If I'm a non person of color and I see brands muting themselves, I probably will mute myself as well," Tolliver said. "Speaking out on social injustice has been a one-line type of approach," Tolliver said. "'We can move on and get back to business as usual.' But it's harmful." nine black female voices to follow

"If you feel comfortable collecting black dollars, you should become equally as comfortable ensuring that your platform is a safe space," she said.On Tuesday, many Instagram accounts posted a single black square with the hashtag #BlackOutTuesday to show solidarity for the black community.

The company has since posted in support of anti-racism and the BIPOC community, but Tolliver said that when people express their feelings in comments, a company's response should not be to delete them. Finally, posting a message of solidarity, sending links to resources, and elevating black voices are only the beginning steps of an ongoing conversation brands should be having.

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