November 16, 2022
  • November 16, 2022

How to Create a Social Media Campaign for Corporate Pride Month

By on June 1, 2022 0

June is Pride Month, which offers businesses of all kinds a unique opportunity to celebrate, show support, and raise awareness for LGBTQIA+ rights on their social media.

Businesses of all kinds and sizes can get involved, raise awareness and give back for Pride Month, no matter their budget or scope.

While Pride is most definitely a celebration, an impactful Pride campaign should include education, awareness, and a people focus.

Celebrating pride and showing your support for the LGBTQIA+ community is not a trend – and it shouldn’t be treated as such.

Here’s how to create and implement an impactful and authentic social media campaign for Pride Month at your company.

The Dos and Don’ts of Pride Month Social Media Planning

Before you jump headfirst into planning your corporate pride initiatives, it’s important to involve a wide range of employees in the planning process.

If your company has an LGBTQIA+ affinity group or diversity committee, work with them or if you don’t have a group, consider convening a committee of employee volunteers from diverse backgrounds to act as a sounding board and bring their input as your plans begin to materialize. to take shape.

Note: These volunteers should be compensated for their time and effort in a meaningful way (vacations, bonuses, gift cards, etc.). While it may be too late to do so for this year’s campaign, activate or assemble the group now for your 2023 initiative.

Don’t: Leverage social initiatives and conversations as a way to achieve business goals.

Celebrating pride and showing your support for the LGBTQIA+ community is not a trend – and it shouldn’t be treated as such.

If you’re just posting rainbow branding (rainbow wash) images during the month or posting about your commitment to the cause without having any real initiatives or actions to support it, you’re just doing pay lip service and maybe tap into yet another social initiative. Make sure your business can actually walk the talk before you speak. The performative alliance can backfire, alienating your employees, customers, recruits and others.

Remember that everyone (employees, customers, and the general public) watches what you post online, even if they don’t like it or comment on it.

Do: ask yourself why you support this initiative and have a clear objective.

Before posting Pride-related content, ask yourself, are we really adding value to this conversation? What do we hope to gain by inserting ourselves into this conversation? What are our motivations? Is our company a true safe space or an inclusive environment that includes active and engaged allies?

Remember, Pride Month shouldn’t be about your business goals. You also don’t need to have achieved all of your inclusion goals related to the LGBTQIA+ community to commemorate Pride, but your efforts do need to be more than superficial.

Do: Support LGBTQIA+ initiatives throughout the year.

If you’re not already taking steps to support the LGBTQIA+ community throughout the year, take the opportunity to discuss them with management and staff ahead of Pride. June is just one month of the year, a month when it’s arguably the “most acceptable” to show support for the LGBTQIA+ community. To be a true ally, it is important to show this level of support throughout the year. Ensure that your company’s policies and practices are inclusive and meet the needs of your LGBTQIA+ employees.

In addition to targeted actions internally, consider how your true commitment can be reflected externally. There are many organizations to which you can donate and volunteer. Solicit voluntary feedback from your LGBTQIA+ employees and customers to ensure they feel involved and included in the process.

Do: Educate yourself and those around you about the origins and history of Pride Month.

Pride Month has a rich political history that companies often fail to understand and acknowledge when participating in Pride Month. Pride Month is celebrated in June to honor the 1969 Stonewall Uprising in Manhattan – a tipping point for the gay liberation movement in the United States.

Not only is Pride a time to recognize the progress that has been made since the Stonewall Riots, but it is equally important to recognize how far we still have to go as a society, especially given recent efforts to overturn or reduce the progress that has been made. A successful Pride campaign should focus on education and awareness.

Do: Put education and awareness at the heart of your campaign.

Content ideas for your pride campaign can include educating your followers on the meaning of the pride flag, using messaging to tell the story of the pride flag and what pride means to your employees. , and post their answers in the Q&A posts.

Another idea is to create posts to help followers better understand Pride Month and provide resources to help people learn more about the cause and support those in the LGBTQIA+ community.

Additionally, spotlighting members of the LGBTQIA+ community is a helpful way to educate your followers and amplify contributions from individuals.

Whatever you choose, create a campaign rooted in improving awareness and education within your community.

Do: Let inclusivity be at the heart of all your campaigns.

Inclusivity should be an active mission in your Pride campaign, as well as in your future marketing efforts. Aim to have better representation on social media for your community – this means including people of all marginalized or otherwise underrepresented voices.

If you’re serious about reaching, representing, and supporting your diverse community, it’s time to actively transition to better, inclusive marketing throughout the year. Is it less about what you need to do for Pride today and more about how you support LGBTQIA+ people throughout the year?

Do: Put your money (and time) where your mouth is.

Instead of treating Pride like a marketing campaign, focus your efforts on an activity that will have a positive impact on the LGBTQIA+ community.

While monetary donations can be helpful, volunteering at community events or spending time with LGBTQIA+ advocacy organizations can have more impact for your employees.

Consider hosting or participating in LGBTQIA+ programs and donating to local charities working in your community to support LGBTQIA+ initiatives.

Do: Use the right hashtags to get discovered

  • #lgbtqia

  • #lgbtqpride

  • #lgbtqhumanrights

  • #equality

  • #pridemonth

  • #Love is love

  • #Pride

Every organization that wants to support Pride on social media can find a way to do so, we challenge you to do so in a way that is genuine, authentic and impactful for your brand and, most importantly, for your employees and customers. . The world is watching you, so challenge yourself by doing the right thing.

This article was written by Stefanie Marrone and Paula Edgar. Paula T. Edgar, Esq. is CEO of PGE Consulting Group LLC, a company that provides training and education solutions at the intersection of professional development and diversity, equity and inclusion.

Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 152