Through various social media platforms, including Twitter, Facebook and LinkedIn, brands not only have an avenue to engage with customers, but a way to build a personality and express the brand’s values. And it doesn’t stop with brands. These platforms, along with opportunities to contribute content to well-established media outlets, enable executives to express their perspectives, interests and company successes, as well as connect and communicate with customers.
With increased connectedness and transparency, there is increased responsibility. Traditionally, companies and leaders have avoided joining political conversations in fear of alienating customers. However, that approach may now lead to the outcome they are trying to avoid. According to this study, when a “values-oriented” company took a stand, 24 percent of participants made unplanned purchases, but when the brand did not comment, failing to meet the expectation of the customer, the number of unplanned purchases dropped to 9 percent.
Luckily, brands and CEOs are becoming more open to the idea of speaking out. In 2014, 36 percent of global executives thought it was important to take a stance on policy or political issues. In just two years, that number has increased by 10 percent with 46 percent of executives from large companies preferring that companies speak out on issues such as climate change, gun control, immigration and LGBT rights. The number climbs even higher, to 63 percent, when considering CEOs that work with “world-class” organizations.
With the contentious political climate we’ve seen an increase in the number of executives and brands taking a stance on policy. While many have been praised for sharing their insightful perspectives or committing a brand to a promise that aligns with its values, there have been instances in which speaking out has not led to positive results. For example, the vice president of public affairs at New Balance publicly expressed the company’s objection to the Trans-Pacific Partnership, leading customers to boycott New Balance and even going so far as to share images of the shoes in the garbage or burning on social media.
Clearly, speaking out on politics can still present its issues, so when choosing to do so, do so in a thoughtful manner, be well prepared and consider all potential outcomes. Here are a few tips to contemplate when commenting on political topics.