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Social media is a key way to communicate with your customers. Hear from our teams.

Social media is a key way to connect with your customers and foster meaningful relationships. Hear from our experts as they share insights on building authentic engagement, crafting compelling content, and staying ahead of trends in the organic social landscape.

Organic Social Media Content: Industry Trends and POVs | Brunner

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Gain valuable insights and perspectives to build your business and respond to market changes from Kristen Taggert, VP of Integrated Marketing Communications.

Perspectives from Kristen Taggert | Brunner

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Kristen Taggert

Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

From campaign tips to influencer collaborations, discover perspectives from our team.

Discover perspectives from our experts on influencer marketing, where influence meets strategy. Explore insights on how to effectively partner with influencers to enhance your brand's authenticity and connect with your audience.

Influencer Marketing Content and Perspectives | Brunner

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Unlock the potential of programmatic display advertising with our collection of resources and expert insights.

Dive into our expert insights on programmatic display advertising and discover how to reach your audience with precision. From best practices to innovative strategies, we’ll guide you in maximizing your brand’s visibility and impact.

Programmatic Display Content: Industry Trends and POVs | Brunner

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Stay updated on all the latest paid social trends.

Stay updated on the latest trends in paid social media to amplify your brand's reach. Explore insights on effective strategies, targeting techniques, and creative approaches to connect with your audience and drive engagement.

Our Perspectives on Paid Social Media | Brunner

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Search engine optimization is constantly changing. Stay up to date with perspectives from our team.

Search engine optimization is constantly evolving, and our team is here to ensure you’re always ahead of the curve. Stay informed with insights from our experts as we explore the latest trends, strategies, and best practices in SEO to help you grow your brand and dominate search rankings.&nbsp;

SEO Content and Perspectives: Industry Trends and POVs | Brunner

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Your brand has built a strong and effective presence on TikTok, for both organic and paid campaigns. The influencers you work with are building their communities on the platform.&nbsp;&nbsp;And your website data shows growing traffic from TikTok as people use it instead of Google to search for information.&nbsp;But a new federal law President Joe Biden signed on April 24 will force a sale of TikTok or ban the platform within 12 months.&nbsp;&nbsp;Marketers are asking, “Now what?”&nbsp;Brunner manages TikTok as a marketing channel for clients in industries from building supplies and auto insurance to consumer packaged goods and quick service restaurants. We’re sharing our point of view on what brands should know about the ban at this point and our recommendations. ByteDance filed suit May 7 in U.S. federal court to challenge the new law, so the TikTok ban timetable could change.<h2>What Does the Law Banning TikTok Require?&nbsp;</h2>The <a href="https://www.mediapost.com/publications/article/395515/biden-signs-law-banning-tiktok-unless-its-sold.html" rel="noopener noreferrer" target="_blank">new U.S. law</a> gives ByteDance, the Chinese company that owns TikTok, nine months to sell the app. If a sale is in progress at that point, ByteDance may be allowed another three months to complete the transaction.&nbsp;If a sale does not happen, TikTok will be banned in the U.S., where more than 170 million Americans use it. The app is especially popular with Gen Z, which makes up 44.7% of U.S. TikTok users, according to <a href="https://www.emarketer.com/insights/guide-tiktok/" rel="noopener noreferrer" target="_blank">EMarketer</a>.

With the U.S. TikTok ban looming, marketers face a pivotal shift in their strategies. Learn the potential impact the TikTok ban can have on various channels.

What Does the U.S. TikTok Ban Mean for Marketers?

What Does the U.S. TikTok Ban Mean for Marketers? What Brands Should Know

Gain valuable insights from Lindsay Motta, Senior Manager of Communications with over 12 years of experience in social media and influencer marketing.

Perspectives from Lindsay Motta | Brunner

Senior Manager, Communications

Lindsay  Motta

At Brunner, we are always thinking about the cross-channel picture. Hear from our experts.

At Brunner, we are always thinking about the cross-channel picture. Explore our insights to learn how to create seamless, integrated strategies that resonate with your audience and elevate your brand impact.

Integrated Marketing Content: Industry Trends and POVs | Brunner

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From brand messaging to social media tactics, our communications team shares meaningful insights to enhance your connection with key audiences.

Discover how our communications team can elevate your brand through powerful storytelling and strategic messaging. Explore our insights on messaging strategies and tactics that will help you connect with your audiences in a meaningful way.&nbsp;

Communications Content and Perspectives: Trends and POVs | Brunner

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<h2>Driving Organic Brand Engagement with Social Media Influencers </h2>When it comes to social media advertising, influencer marketing isn’t a new concept — especially for the millennial and Generation Z consumer.&nbsp;Influencer posts created by celebrities, athletes, and dedicated enthusiasts are easy to spot on Instagram feeds and the buzz they’ve created in the media can’t be ignored. Wondering about the power of influencer marketing?&nbsp;&nbsp;

Discover the power of influencer marketing and why it’s essential for your brand. Learn how to leverage influencers to boost your brand’s visibility and engagement.

Influencer Marketing: What It Is and Why Your Brand Should Consider It

Hear from the Brunner Marketing Team as we give agency news updates, awards announcements and valuable insights on the ever-changing digital landscape.

Perspectives from Brunner Marketing Team | Brunner

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Stay informed with the latest updates from Brunner.

Stay informed with our latest updates, where our commitment to being good people drives everything we do. Explore insights that highlight how our collaborative approach and rich experience empower us to deliver innovative marketing solutions while nurturing lasting client relationships.&nbsp;

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Brunner’s own Vicie Simpson is the 2023 recipient of the Black Excellence Award, given by the Public Relations Society of America’s Pittsburgh chapter. PRSA Pittsburgh established the award in 2020 to recognize and encourage young, talented Black men and women who are building careers in communications, public relations, and marketing.We had the chance to catch up with Vicie and hear what the Black Excellence Award means to her.﻿Name: Vicie SimpsonRole at Brunner: Social Media Community Management SpecialistEducation: Point Park University, 2021Q. What does a typical day at Brunner look like for you?The fun thing about working at a marketing agency is that each day looks a bit different. As a social media community management specialist, I work closely with my clients on scheduling social media content. Mostly I am attending to their audience and searching for engagement opportunities on all of their social media platforms.Q. The PRSA Black Excellence Award recognizes young Black professionals working in public relations, marketing, or communications. What does winning this year’s award mean to you?Receiving this year’s award means a lot to me. I’m extremely grateful to have received an award that honors both the value of my work ethic and the social inclusion that being a Black woman represents. I want to emphasize that Black people have fantastic and successful news to share. Nothing the world attempts to say or show about us can define who we are because we are a product of excellence.Q. What advice can you offer Black students or young professionals who are just starting their careers in these fields?I would advise them to leave their shadows and comfort zones behind! By demonstrating your abilities, you will discover your true passion and realize just how valuable you are to this world. You never know what steppingstone you are providing for the next young Black girl or boy.Q. What can people already in PR, marketing, or communications roles do to encourage more Black students and young professionals to enter the industry and to support their success?People in public relations are already there to ‘influence’ or ‘drive’ an audience to that company or group. But enforcing the notion of representation is not the only essential aspect we need to see from our colleagues and professional contacts, as well as businesses. Individuals in public relations who sincerely want to see more Black people share their success stories should encourage the authentic value we bring to these professions. Allow more space for Black individuals to feel the same as everyone else. We understand that we will always be a part of a movement, but all we want is the same genuine support that everyone else receives. Continue to assist Black businesses and employees and share resources that can help them, just as you would for anyone else.Q. What do you enjoy most about your job?What I enjoy most about my job is that my work environment encourages personal development. Within my first year, I have already seen personal and professional improvement. Personally, I’ve developed more self-assurance in my ability to communicate and I am establishing just who I am in the work field. Professionally, the quick speed of social media has helped me to learn and apply new skills much faster, like mastering a new marketing tool. These newfound skills allow both me and my clients to flourish.Q. Where would you like to see yourself in the future?I’d like to see myself become more defined in the marketing industry and support people in need. I may be an entrepreneur of some sort, using my own methods to help someone’s business succeed. I’d like to be able to assist people in need by providing them with ideas or other services. I want to learn more about marketing and its tools so that I can be a well-rounded marketing resource, and maybe even have my own firm. I definitely want to help others – whether that’s with employment, housing, or other causes. Supporting the success of others is a major goal of mine. I want to be able to share the fantastic experiences I have had in discovering the actual meaning of ‘support,’ because so many different people in different parts of my life have been so supportive of me.

Brunner’s own Vicie Simpson is the 2023 recipient of the Black Excellence Award, given by the Public Relations Society of America’s Pittsburgh chapter.  Learn more.

Meet Brunner's Vicie Simpson, Social Media Pro and 2023 Black Excellence Award Winner

Hear valuable media planning insights from Laura Kissinger, Senior Lead of Integrated Planning.

Perspectives from Laura Kissinger | Brunner

 Senior Lead, Integrated Planning

Laura Kissinger

Explore key strategy insights from our team.

Discover valuable insights from our strategy experts as we explore essential marketing principles. From defining your brand position to understanding your audience, our insights will help you create effective strategies that drive results and growth for your business.

Our Perspectives on Strategy: Industry Trends and POVs | Brunner

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<h2>Be Positively Disruptive</h2>Millennials have passed the social media-obsessed crown onto GenZers, who are quickly taking over the landscape with endless new socials at their fingertips. This usually leads universities to think that they need to be everyone and anywhere their audiences are, but that is impractical and resource-constraining. This is where a well-thought-out strategy comes into play. Universities should take time to research where prospective students and their guardians are engaging and receptive to decision-driving content vs where they are going strictly for entertainment. This will ensure that you’re positively disruptive vs white noise. That might mean a “vintage” channel, such as Facebook or Instagram, which already has a large audience, is the place for you vs Twitch. According to <a href="https://www.emarketer.com/content/gen-z-preferred-social-platforms" rel="noopener noreferrer" target="_blank">Insider Intelligence</a>, 33 million GenZers engage with Instagram monthly, and Facebook continues to grow steadily as Gen Zers ages out of popular teen platforms. Between Spring 2021 and Spring 2022, Brunner’s client, Indiana University of Pennsylvania saw a 48% increase in engagement on Instagram and a 100% increase in engagement on Facebook! If you’re seeing low engagement, maybe the platforms aren’t the problem …<h2>Let the Experts Handle the Questions</h2>Around 80% of prospective students are using social media to research and compare Universities – and they have a lot of questions. As a Higher-Ed expert, Brunner knows that universities have a wealth of knowledge on what prospective students should be asking, but it’s how universities are answering questions that make it relatable, engaging, and memorable to drive consideration. One strategy is to let your current students do the talking through peer-to-peer Q&amp;A sessions. Instagram takeovers are excellent for in-the-moment opportunities for prospective and current students to connect. Don’t lose out on the opportunity for that content to live past the Q&amp;A session, Reels are beneficial to extend the reach of the content created during the takeovers. Giving current students a platform will allow them to share their experiences on topics such as financial aid, majors and minors, campus clubs and activities, or just the best place to get a burrito at 1 am. They’re the experts on the questions that will mean the most to prospective students.<h2>Highlight Your Campus Community</h2>Every student is looking to find a “home-away-from-home” for the next few years. Universities should share photos of real students at various school activities and events, in class, and in other settings that will give prospective students a glimpse of life on campus. This will help current students picture themselves at the University before they get there, making consideration easier. It’s especially important to showcase the diversity of your student body and the support you give those who are underrepresented beyond the standard brochure images. In the Fall of 2022, IUP painted a rainbow sidewalk, as suggested by students from the LGBTQIA+ community. It has become a visible symbol of IUP’s commitment to making students feel welcome and supported as part of the campus community. <a href="https://www.instagram.com/p/CfY7CAYs2Lz/?hl=en" rel="noopener noreferrer" target="_blank">Multiple videos and photos of the sidewalk</a> and student reactions were shared across their social media platforms to highlight the type of campus community that prospective students can look forward to.<h2>Show Off Your Personality</h2>College can be stressful, so use social media to highlight the lighter side of college life. Universities can show off their personality and culture with light-hearted, fun, and behind-the-scenes content to show prospective students the balance of “work hard/play hard.” Engaging with student content creators is the best way to show the unique perspectives and personalities of your student body. Jumping on the latest social trends can be an easy way to have fun and be relevant. This Fall, IUP handed over their content creation to current students who let their personalities shine in a Welcome Weekend Takeover series. Followers were treated to an insider’s view of the campus complete with dorm and dining hall tours, silly dances with Norm, and advice from real IUP students. The 7 top stories from the weekend reached over 17,000 total impressions!

Discover four effective tips for higher education marketers to engage and attract prospective students.

4 Tips for High-Ed Marketers to Engage Prospective Students

When running a social media campaign for a B2B client, the first platform you probably think of is LinkedIn. LinkedIn provides the most premium audience in B2B. No other social media platform allows you to target decision makers by job title, company, and industry. Your second thought may be Facebook (and Instagram). These channels, on the other hand, are less tightly targeted for B2B but still hit the right people if the strategy behind the targeting is tactical. With Facebook providing greater reach at a more efficient CPM, and LinkedIn providing a tighter target with higher CPMs, the platforms often complement each other when combined in a larger social media strategy.&nbsp;In deciding on a platform (or platforms), we don’t typically think about bots, but we should.&nbsp;Bots have been an issue since digital advertising started. Many platforms have been very transparent in their efforts to combat bots, with the goal being to cut down on wasting spend and misleading campaign results. But how effective are those efforts really?<h2>Platform Metrics and Analytics Weren't Lining Up</h2>We analyzed one of our B2B client campaigns and noticed a lot of traffic coming through LinkedIn based on its in-platform metrics, but we saw a large drop-off in users when looking at Google Analytics (GA). Often ~45% of LinkedIn clicks to the landing page result in a GA session, with one instance dropping as low as 6%. Facebook, on the other hand, was consistently above 90%. In order to understand what was going on, we implemented a test with&nbsp;<a href="https://www.fullstory.com/" rel="noopener noreferrer" target="_blank">FullStory</a>, which provides session replays and error monitoring for each user who made it to the site. As it easily integrates with GA, we were able to record all of the interactions and study trends of users coming from LinkedIn and Facebook individually and compare the results.As many would expect, there was a difference in user interaction based on where the user saw the ad, but the results were more staggering than expected. We found that there was a very large percentage of traffic coming from Linux OS. This accounted for 44% of the LinkedIn traffic, while Linux overall accounts for 1.85% of all operating systems in the United States (<a href="https://nam12.safelinks.protection.outlook.com/?url=https%3A%2F%2Fgs.statcounter.com%2Fos-market-share%2Fdesktop%2Funited-states-of-america&amp;data=04%7C01%7Crbopp%40brunnerworks.com%7C52116f677aeb47a4959d08d9730a8d4c%7C75f07833328847a295d9784dafd3c511%7C0%7C0%7C637667311431012580%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&amp;sdata=XHXgd27Afd9yE%2Brqg1iaGI0n85o53rQU7%2Fka5D5OkRI%3D&amp;reserved=0" rel="noopener noreferrer" target="_blank">source</a>).&nbsp;According to this&nbsp;article&nbsp;from Adobe, <a href="https://experienceleague.adobe.com/en/docs/analytics/admin/admin-tools/manage-report-suites/edit-report-suite/report-suite-general/bot-removal/bot-signatures#ip-addresses-that-originate-from-distributed-computing-platforms" rel="noopener noreferrer" target="_blank">bots will often use Linux as their operating system</a>.FullStory assigns each user a unique name and will show how many sessions a user has had in their lifetime. Out of all 245 Linux sessions, there were no repeat users, despite many of the session times coming within minutes of each other.&nbsp;According to the same&nbsp;article&nbsp;by Adobe, this is a sign of bot traffic as “Bots usually get a new visitor ID every time they execute, thus incurring only one visit ever and all their traffic will consist of a visit number of one.”<h2>Operating Systems Offer a Clue</h2>In our exploration, we found all 245 Linux users had an almost identical pattern. They all had a session count of one, with the total session seconds all being between four and five seconds, and an active time of zero seconds, except for three users, which all had a time of one second. Every Linux session also matched back to one of two recorded latitudes and longitudes.&nbsp;<a href="https://f.io/jrK0DgZ3" rel="noopener noreferrer" target="_blank">Click here to see the chart.</a>For comparison, Facebook only has 0.21% of its traffic coming from Linux, and those have active session times of 27, 24, and 13 seconds, which are much more realistic.We also found that 71% of the traffic coming from LinkedIn has an average active session time of zero seconds. Facebook is the opposite, with 63% of the sessions averaging a time of greater than 10 seconds.&nbsp;<a href="https://f.io/XPdqmUJk" rel="noopener noreferrer" target="_blank">Click here to see the chart.</a><h2>So, What Does This All Mean?</h2>As of now, bots are making up about 44% of the traffic in our LinkedIn campaign. Every other platform will block bots and credit money back each month for any that do sneak through. LinkedIn seems to be behind on bot blocking and crediting back any spend that occurs due to them being so strong on their platform. We cannot conclude that this is always the case, but advertisers should be cautious when running within LinkedIn and leverage software that verifies the site users beyond LinkedIn’s in-platform metrics.&nbsp;LinkedIn, arguably, has the best targeting for B2B clients, but there is a strong possibility that you may spend media dollars on bots and inflated metrics while running within the platform. There are still cases when, even with these bot results, LinkedIn can be a good platform for your media strategy, but it is important to understand what you as an advertiser are getting for your media dollars. Is LinkedIn’s premium audience worth it?

Find out how to identify and manage bot activity in your B2B LinkedIn campaigns to ensure genuine engagement and results. Learn more.

Are Bots Overtaking Your B2B LinkedIn Campaign?

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<h2>TikTok campaigns are effectively reaching Millennials and Gen Z. Learn how you can, too.&nbsp;</h2>When it comes to home improvement projects, do-it-yourselfers span all age ranges, from young adults to seniors.&nbsp;The Home Depot aims to serve them all by offering everything they need to get projects done, including materials, supplies — and a wide range of rental tools, equipment and trucks through the company’s rental operation, <a href="https://www.compactpowerrents.com/" rel="noopener noreferrer" target="_blank">The Home Depot Rental</a>.&nbsp;Working with Brunner, The Home Depot Rental has had impressive success connecting with DIYers through campaigns on various social media platforms. To build on that, The Home Depot Rental team wanted to improve their reach with younger audiences. In particular, the company wanted to connect with Millennials, born between 1981 and 1996, who are first- or second-time homeowners and have renovations or ongoing projects to complete.&nbsp;What’s a prime place to find them? TikTok, the fast-growing social media platform where users watch short videos the users create&nbsp;and share on all sorts of topics, including home improvement projects.<h2>What is TikTok and How Does it Work?&nbsp;</h2>According to TikTok’s website, the platform is&nbsp;now the leading destination for short-form mobile video and is expected to reach 1.5 billion users by the end of 2022.&nbsp;It’s no secret that video is a powerful format for storytelling. TikTok puts video storytelling at everyone’s fingertips — including companies that are competing for share of voice on overcrowded platforms. In a nutshell, TikTok creators upload videos of 5–120 seconds in duration and can use a variety of filters, effects, and music to modify their content before publishing.Viewers on the TikTok app automatically see a “For You” page with an infinite, algorithm-curated video feed that is designed to grab their attention. Users can engage with videos by commenting, liking and sharing. Data about user behavior gets circulated back into TikTok’s algorithm to continuously strengthen and deliver relevant content, so users keep coming back for more.TikTok has tons of features and tools to help creators keep content fresh and innovative, and the platform constantly adds new creative elements to keep users engaged.<h2>The Home Depot Rental’s TikTok Strategy&nbsp;</h2>Following Brunner’s recommendation, The Home Depot Rental sought to reach Millennials through a series of campaigns on TikTok, which is hugely popular with Gen Z, born between 1997-2012, as well as Millennials.&nbsp;The Home Depot Rental’s strategy included partnering with Millennials who have become prominent TikTok influencers thanks to videos they create and share about their home improvement projects.&nbsp;&nbsp;THDR worked with one influencer on a video showing how she created a flower bed from start to finish. The video opens with her renting a truck from THDR, then loading it up with flowers and plants, bricks, pavers and mulch, along with a rental wheelbarrow, trimmer and tamper. She then demonstrates how to create a garden step-by-step, ending with a beautiful outdoor space with flowers and plants.&nbsp;These influencer campaigns have delivered significant results for The Home Depot Rental in cost savings and conversions over comparable campaigns on Facebook:&nbsp;<ul><li>A 30 percent more efficient cost per thousand impressions (CPM) than Facebook&nbsp;</li><li>A 68 percent more efficient cost per click than Facebook&nbsp;</li><li>A 21 percent lower cost per conversion for key performance indicators prior to purchase&nbsp;&nbsp;</li></ul><h2>TikTok’s Growing Popularity With Younger Audiences&nbsp;</h2>Since becoming available worldwide in 2018, TikTok has become one of the world’s most popular social media platforms, especially with younger audiences. Together, Millennials and Gen Z make up nearly 70 percent of TikTok users, as shown by <a href="https://www.statista.com/statistics/1095186/tiktok-us-users-age/" rel="noopener noreferrer" target="_blank">TikTok user demographics</a> as of September 2021:&nbsp;<ul><li>25 percent were between the ages of 10-19 (Gen Z)&nbsp;</li><li>22 percent were between the ages of 20-29 (Gen Z and Millennials)&nbsp;</li><li>22 percent were between the ages of 30-39 (Millennials)&nbsp;</li></ul>The Gen Z generation is unique in that they’ve never known a world without modern technology, including computers, internet and cell phones. Even Wi-Fi and social media have been around for most of their lives. They have grown up with instant access to information and answers.&nbsp;Given that experience, it makes sense that Gen Z makes up the largest single age group of TikTok users.&nbsp;In addition to user age groups, here are some additional TikTok demographics to keep in mind:&nbsp;<ul><li>The <a href="https://sproutsocial.com/insights/new-social-media-demographics/#tiktok-demographics" rel="noopener noreferrer" target="_blank">majority of TikTok users are female</a>, making up 57 percent of the global user base, and 61 percent of the U.S. user base.&nbsp;</li><li>The U.S. has <a href="https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/" rel="noopener noreferrer" target="_blank">136.42 million TikTok</a> users — that’s 27 percent more users than Indonesia, which has the next higher user base.&nbsp;&nbsp;</li><li>Users spend <a href="https://sproutsocial.com/insights/new-social-media-demographics/#tiktok-demographics" rel="noopener noreferrer" target="_blank">approximately 90 minutes</a> per day on TikTok – that’s almost three times more time than users spend on any other social media platform.&nbsp;</li></ul><h2>Keys to Success For Adding TikTok to Your Media Mix&nbsp;&nbsp;</h2>If you’re looking to reach Gen Z and Millennials, TikTok offers a tremendous opportunity. Here are a few key factors to consider:&nbsp;<ul><li>Think back to your target audiences. If that group is heavily Gen Z or Millennials, TikTok most likely should be part of your media mix.&nbsp;</li><li>Whether your company is B2B or B2C, TikTok is the perfect channel for sharing tutorials, product demos and testimonials.&nbsp;&nbsp;</li><li>Consider partnering with influencers who are a good fit for your brand to enhance your reach through the audiences they have built.&nbsp;</li><li>For B2C brands, consider frequent posts that showcase your products. TikTok is currently the top app for consumer spending, with a <a href="https://blog.hootsuite.com/tiktok-stats/" rel="noopener noreferrer" target="_blank">77 percent increase</a> since 2021. One recent Gen Z study found that <a href="https://www.marketingcharts.com/brand-related/brand-loyalty-117438" rel="noopener noreferrer" target="_blank">39 percent</a> of respondents are most likely to buy a product after seeing it on TikTok.&nbsp;</li><li>Aim for a combination of both organic posts and paid campaigns, which can allow you to target by users’ interests and activity.&nbsp;</li></ul>As TikTok continues to grow in popularity and users, it will be an increasingly powerful channel for reaching these audiences. Explore opportunities to make the most of its potential for your marketing goals.

Discover how companies like The Home Depot Rental successfully reach young adults through TikTok marketing strategies.

To Reach Young Adults, Companies Like The Home Depot Rental are Finding Success on TikTok

Discover valuable perspectives from Patrick Culhane, Director of Business Strategy and Development, with 21 years of agency experience.

Perspectives from Patrick Culhane | Brunner

Vice President, Brand Strategy

Patrick  Culhane

Brands navigating social media controversy is nothing new. However, the groundswell of cultural and social change in 2020 has underlined the debate for any brand manager – “should I respond?” “How can my brand’s marketing remain creative without igniting a social media crisis?” While a complex topic, there are three simple points to think about when building your approach:<ol><li>Understand what values are important to your audience</li><li>Use your brand values as your North Star</li><li>Have a game plan</li></ol>When it comes to understanding your audience, consider these statistics regarding consumer expectations and behaviors:<ul><li>A report from Piplsay via Marketing Dive noted that, “more than half (56%) of consumers are most willing to buy from brands that speak out against racism, with Gen Zers and millennials overindexing at 60%.”</li><li>Moreover, brands should reevaluate evergreen growth strategies to ensure alignment with consumer expectations and trends, per McKinsey.</li><li>“Many CPG companies have been renovating the brand equity of their large brands, imbuing them with more purpose, more originality, and more relevance… Particularly in the context of COVID-19, delivering on the brand’s promise is necessary but not sufficient. Consumers, especially younger consumers, want brands that understand them and share their values. They also want to know that the brand is virtuous on local community contributions, equitable commerce, and environmental performance. Trust and purpose matter more than ever.”</li></ul>So, how do you manage these concerns and opportunities for your brand? Here’s a few core considerations:<ul><li>Understand what values are important to your core audience:&nbsp;In today’s environment, consumers will see right through any ingenuine message or activation. If it’s not truly sincere, why should they care? As consumer behavior shifts to be more socially conscious, this can ultimately be a reason to buy or to not buy your product. This is especially imperative if your core audience is Gen Zers or Millennials (with Millennial expectations the highest, per Kantar). By truly understanding your consumer, you can make sure the causes and degree of messaging align – this shouldn’t stifle creativity. Rather, view this as more insights and another layer of data to understand your consumer when developing any plans.</li><li>Use your brand values as your North Star:&nbsp;Understanding your audience’s purchase journey is one thing, but if there’s a disconnect between words and actions, expect your approach to backfire. Consumers are expecting brands to lead by example with their marketing. In fact, Piplsay’s report found “31% of consumers [surveyed] wanting to see action within an organization before advertising that speaks out against racism, as consumers look to brands to put their money where their mouth is.” The best way to make sure there’s not a disconnect is to ensure values permeate through your organization and are not just a campaign message. Simply put, be authentic.</li><li>Have a game plan before releasing a new campaign:&nbsp;When it comes to putting anything in market, the above two points are core to build into your approach of how to manage your social media presence. Your social media responses should be an extension of the values you’re portraying in your marketing, and your values can help inform the degree to which you respond. In this cycle, you should always be listening to your consumer. Social listening is essentially free market research that you should be using to understand not only your brand’s perception, but also what your customer is thinking and needing.</li></ul>Of course, there is always a risk of backlash from some consumers. This is why using your company values as a North Star is so imperative. By remaining true to your values, you can build a strong foundation to approach a complex topic.

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Use Your Brand’s Values to Navigate Through Culture and Controversy

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Social listening is widely accepted in the world of business as a way for companies to connect with their target audience and find out what that audience thinks about a given product, campaign or initiative.It’s a process of watching hashtags, keywords and digital engagement to identify trending topics and monitor brand sentiment, and roughly 70% of local businesses use it to better understand their customer segments, according to a&nbsp;joint survey from the Atlanta Business Chronicle and marketing agency Brunner.<h2>Social Listening Isn't Enough</h2>Increasingly, though, social listening isn’t enough. The process is evolving to a more advanced iteration known as social intelligence, said Katie Collins, a brand engagement manager at Brunner, which has offices in Atlanta and Pittsburgh.“Social intelligence is using machine learning to analyze social data, and it’s using that data to answer some of marketing’s toughest questions: What are my consumers talking about? What do they care about? What are their expectations of me?” Collins explained.Digital conversation, either through social media or websites, offers a trove of data for brands, which is why many Atlanta companies have embraced the potential of social listening — and why many social listening tools have emerged on the market.“The biggest challenge for brands has been figuring out how to leverage that data,” Collins said.That’s the benefit social intelligence provides: It allows for a deeper level of analysis and a more accurate interpretation of the available data, she added:

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