Using Social Media for Hiring

Businesses and recruiters now use social media as a powerful tool to seek and attract top talent. With over 4.6 billion social media users it's no wonder that recruiters are turning to these platforms to locate the most qualified candidates for their open positions. Here are some tips for using social media for hiring:

Define Your Employer Brand

Defining your employer brand is crucial before you start promoting job openings on social media. This is how potential employees perceive your business, and it can significantly affect their decision on whether or not they want to work for you. Focus on presenting a clear and compelling message about your company's values, culture, and mission.

Use Social Media to Advertise Job Openings

LinkedIn, Twitter, and Facebook are just a few examples of social media sites that make it easy to interact with a large pool of potential candidates. Make sure to include a clear and enticing description of the position along with any relevant credentials or prerequisites when posting a job opening.

Use Hashtags

Use relevant hashtags in your job postings since they can help you reach a larger audience on social media. For instance, you might use hashtags like #marketingjobs, #marketing, or #socialmedia if you're looking for a marketing specialist.

Engage with Potential Candidates

As social media is a two-way street, don't be reluctant to interact with prospective candidates who show interest in your job postings. When a candidate leaves a comment or sends you a message, respond promptly and take advantage of the chance to get to know them better.

Use Social Media to Screen Candidates

Social media is a helpful guide for selecting candidates. While Facebook and Twitter can provide you with a look into a candidate's personality and interests, LinkedIn can be used to analyze a candidate's professional connections and employment history.

Be Mindful of Bias

When employing social media for hiring, it's crucial to be mindful of bias. Instead of drawing conclusions about a candidate based on their social media presence, pay attention to their qualifications and experience.

Follow the Law

While using social media for hiring, it's crucial to abide by the law. Ensure that your hiring procedures are fair and morally correct by being informed of any laws or standards that may be relevant to your field or region.

Social media can be a powerful tool for hiring, but it's important to use it strategically and responsibly. By defining your employer brand, advertising job openings, engaging with potential candidates, screening candidates, and following the law, you can leverage social media to find the right candidates for your open positions. However, it's important to be strategic, authentic, and professional in your use of social media for hiring.

Our social media experts here at Random have extensive experience in using social media for recruitment. Let us help! Send us a message below to learn more and get started.

5 Careers That Didn't Exist Before the Internet

Casey Wright

February 2023

The internet has revolutionized the world of work and opened up a whole range of new career opportunities. The rise of the digital age has created numerous jobs and careers that didn't exist before the internet became popular for everyday use. Here are five careers created in the post-internet era that have transformed the business world as we know it.

Digital Content Creator

The rise of the internet and social media has created a demand for digital content, which has given birth to the role of digital content creator. Digital content creators produce content for websites, social media channels, blogs, and other digital platforms. They can work in a variety of industries, such as marketing, advertising, and journalism. They must have strong writing, research, and communication skills, as well as a good understanding of the different digital platforms and technologies.

Digital content creators have changed the business world by providing fresh and engaging content that attracts and retains customers. Their work has made it possible for businesses to connect with their target audience and build a loyal customer base. In addition, the rise of digital content has opened up new job opportunities, such as social media management, SEO, and content strategy.

Data Scientist

The internet generates vast amounts of data every day, and businesses need to analyze this data to gain insights and make informed decisions. The role of a data scientist has emerged to address this need. Data scientists use statistical analysis and machine learning techniques to extract insights from large data sets. They also use data visualization tools to communicate their findings to stakeholders. Data scientists work in a variety of industries, such as healthcare, finance, and e-commerce.

Data scientists have changed the business world by making it possible for businesses to make data-driven decisions. They have also created new job opportunities and made existing job roles, such as marketing, more data-focused. Data scientists have helped businesses improve their operations, cut costs, and increase revenue.

App Developer

The internet has given rise to the mobile app industry, which has created a demand for app developers. App developers create mobile apps for Android and iOS devices that cater to a variety of industries, such as gaming, finance, and healthcare. App developers must have a good understanding of programming languages, app development platforms, and user interface design.

App developers have changed the business world by making it possible for businesses to engage with their customers through mobile apps. They have also created new job opportunities, such as mobile app design, mobile app testing, and mobile app marketing. The rise of mobile apps has helped businesses improve their customer experience, increase their revenue, and expand their reach.

E-commerce Manager

E-commerce has revolutionized the way we shop, and it has become an essential part of the modern business landscape. E-commerce managers are responsible for overseeing a company's online sales operations. They manage the online store, develop marketing strategies, and ensure that customer orders are fulfilled efficiently.

E-commerce managers must be familiar with a range of e-commerce platforms and technologies, including payment gateways, shopping carts, and inventory management systems. They play a critical role in ensuring that businesses can compete in the highly competitive online retail market.

Digital Marketer

The internet has created a vast range of new marketing opportunities, and digital marketers are responsible for leveraging these to drive business growth. They develop and execute digital marketing campaigns that target specific audiences and drive traffic to a company's website.

They use a range of tools and techniques, including search engine optimization, social media marketing, and email marketing, to engage with customers and build brand awareness. Digital marketers help businesses to reach a wider audience, generate leads, and increase revenue. They have truly become a vital part of any modern marketing strategy.

In conclusion, the internet has created a vast range of new career opportunities that have transformed the way we work and do business. Content creators, data scientists, digital marketers, app developers, and e-commerce managers are just a few examples of the new careers that have emerged with the rise of the internet. They have each played a critical role in driving innovation and growth, and they will undoubtedly continue to do so in the years to come.

Want to learn more about how you can grow your online presence? Send us a message below!

The Best Podcasting Microphones for Every Budget

Casey Wright

January 2023

If you're a podcaster, streamer, gamer, or content creator of any kind, picking the right microphone is very important. With the recent rise of individuals podcasting and live streaming, more and more people are looking to begin their own production with little to no knowledge about what they need to thrive.

Here are the top 5 microphones to get you started:

Blue Yeti

Price: $99.00 (avg.)

🔌 Connection: USB

🎤 Type: Condenser

👍 Pros:

A sleek-looking mic with its own stand
Versatile (comes with 4 different polar pattern settings)
Quality sound response rate (20HZ to 20kHZ)
Best microphone for under $100

👎 Cons:

Easy to use incorrectly without good customizations settings
Heavier than other microphones
Sensitivity (This mic tends to pick up unwanted background noise so extra accessories may be required to fix this issue)

A Blue Yeti is a USB-powered microphone that comes with 4 different pattern settings and a desk stand. This budget mic was built for podcasting and is a popular choice in the podcasting, gaming, and streaming communities. From the look, to the USB Connectivity, all the way down to the internal hardware, this microphone makes for a great desktop audio device with a wide range of uses.

Blue has a reputation for developing high-quality microphones for podcasting, videos, and even music. They're affordable, use quality parts, and for the most part are pretty simple to use.

At the end of the day, it's important to remember that as a USB microphone, the Blue Yeti will have some limitations. However, even the base version is packed with features that produce decent sound quality, which is hard to complain about with the price tag.

Buy it here.

HyperX QuadCast S

Price: $159.00

🔌 Connection: USB

🎤 Type: Condenser

👍 Pros:

Built-in RGB Lighting (looks great on video)

Versatile (comes with 4 different polar pattern settings)
Quality sound response rate (20HZ to 20kHZ)
Multiple customizable features
High durability

👎 Cons:

Low sound resolution compared to other USB microphones
Plastic shock mount

The HyperX Quadcast S is an ultra-credible USB mic that is comparable to other microphones around the $200 price range. The microphone records 48kHz/16-bit audio and has three 14mm condensers, which provides enough data for post-production if you want to go that route. Despite its technical limitations, it can effectively record a podcast, live-stream, or other musical needs just short of a professional recording. The HyperX QuadCast is very easy to set up yet a little difficult to get the audio exactly right.

As great as this microphone is, the QuadCast S has one glaring issue that might be a dealbreaker. HyperX's software to control the microphone called Ngenuity is not available on Mac devices. This means you can't customize the RGB lighting when using the QuadCast S with your Mac, so you're stuck with the rotating rainbow pattern.

While it isn't the cheapest or most expensive microphone out there with most of the same features, the QuadCast S is a solid choice for anyone looking for a multi-purpose USB microphone.

Buy it here.

Shure MV7

Price: $224.00

🔌 Connection: USB or XLR

🎤 Type: Dynamic

👍 Pros:

Professional-grade sound quality

Microphone works with USB or XLR settings / equipment
Small and sturdy for mounting
Best microphone for under $300

👎 Cons:

Requires tweaking depending on use (podcasting, gaming, music, etc.)

Multiple software downloads required for best settings options
Sensitivity (Outdoor recordings or very open rooms may pick up some unwanted noise)

The Shure MV7 is a great dynamic microphone for those looking to podcast and stream. Its hybrid USB and XLR connectivity allows users to keep it simple or utilize more advanced options. The "natural" tone doesn't add any sort of boost, leaving your audio in a raw state that's better suited for conversations or anyone who prefers to clean up audio in post-production processes.

The MV7 can act as its own interface when connected directly to a computer or iOS device. This interface is impressive when it comes to modern features that are controllable both on the mic and with the ShurePlus Motiv desk-top app. There is also an auto-leveling mode which allows the microphone to mix your level in real-time. Preferences like near or far mode allow you to adapt the mic to suit your recording style, with saveable presets, so you can be comfortable and know this is working to record you accurately. It is not the cheapest microphone on the market, but the quality and features definitely live up to what you pay for.

Buy it here.

Shure SM7B

Price: $359.00

🔌 Connection: XLR

🎤 Type: Dynamic

👍 Pros:

Smooth and warm for speech and vocals

3 frequency response settings
Low noise and natural reproduction
Used very often in professional studios

👎 Cons:

Cost (but worth every penny)

Requires an audio interface for use which will also add to the price
Not ideal for novices / generalists

The SM7B is a testament to Shure's attention to detail, high and long-lasting quality, and top-notch construction. The mic is XLR with a detachable close-talk windscreen, internal shock mount, and toggle switches on the back panel with a graphic display of the setting. Many professional hosts and podcasters such as Alex Cooper from the Call Me Daddy podcast and Hasan Abi from his daily political live-streams on Twitch utilize this top-of-the-market microphone.

The large diaphragm and housing are designed for an extended low-end and wide frequency response as well as loud bursts of sound. The heart-shaped cardioid polar pattern is impervious to background noise and is forgiving when it comes to precise mic placement. If the Shure SM7B is in your budget, I can guarantee you will not be disappointed.

Buy it here.

Electro-Voice RE20

Price: $449.00

🔌 Connection: XLR

🎤 Type: Dynamic

👍 Pros:

Maximum background rejection

Deep and smooth sound with neutral tones
Considered to be the industry standard
Used very often in professional studios

👎 Cons:

Cost (but worth every penny)

Requires an audio interface for use which will also add to the price
Somewhat bulky/heavy

The Electro-Voice RE20 is an industry standard dynamic broadcast microphone that offers maximum background rejection without sacrificing the quality and tone of the voice. It was originally developed to compete with the rising number of condensers being found within every recording studio, and the level of performance is outstanding.

The RE20 is considered the industry standard for audio equipment and surpasses many other broadcast mics when it comes to signal quality. The downside is the mic is more expensive than any others on this list and may require other pieces of equipment, such as preamp to be on par to get the best of it. Whether you are in the world of podcasting, streaming or the music industry, look no further than the RE20 because this mic is truly one of the best out there.

Buy it here.

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Looking to level-up your podcast? Connect with us by sending a message below!

How Can You Use Twitch To Market Your Business?

When you hear the word Twitch what do you think of? Live streaming? Video Games? Unless you're already a successful content creator, business opportunities may not be the first thing that come to mind but it should be!

Originally designed for gamers, the Amazon-owned platform has recently made a big shift into all different categories, from politics to music, and even sports. Have a talent or passion you want to share with the world? This is a platform designed for building communities!

Here's how you can use Twitch to take your business to the next level.

Build Your Brand

Twitch can open you and your company up to engaging with potential and current customers. For example, the 1,000 Dreams Fund non-profit did a partnership with Twitch where they were able to introduce an entirely new audience to their brand.

In the partnership they offered some female Twitch streamers currently attending university grants to assist with their educational expenses. Twitch promoted the content on its social media channels, helping drive awareness for their brand.

Influencer Marketing Opportunities

Twitch has more than 15 million daily unique visitors with an average watchtime of 95 minutes of content every day. The platform is literally designed for connection and community building which is the perfect environment for influencer marketing strategies to thrive. In recent years, Twitch and TikTok are the only social media platforms that have seemed to increase focus on influencer marketing. Meanwhile, more traditional platforms such as Facebook, Twitter, and Instagram have only seen a decline.

Finding the right Twitch influencer to partner with is a great way to expose your brand to an established community of loyal followers.

Unlike other platforms, Twitch looks at interaction much differently. Both the streamer and the audience get to see the chat and engage with each other in real time and hold a one-on-one discussion. This is especially great for gaining feedback on a company or product as well as learning about your audience.

Create Your Own Content

Behind Closed Doors

Consumers are often curious about what goes on behind the scenes of their favorite brand, so why not give them a little taste? Is there something exciting happening at the office or a work event? Want to show the world what it's like to be a CEO? Set up your camera and take them along for the ride!

Q&A Session

Whether you have a topic in mind or not; Just Chatting is a great category for your viewer to get to know you. If you're nervous about low attendance, you can always request questions in advance and have some in your back pocket just in case. Once you establish a regular schedule, it'll be easier to get questions and viewers on a regular basis. (NOTE: Even if viewers missed your live stream, they will be able to watch a rerun VOD”Video On Demand”on your main page.)

Online Classes / Webinars

If your business model contains any educational aspects, running an online class or holding a webinar are great ways to build your audience. If your audience likes what they learn, it provides you with the opportunity to connect them to your landing page where they can find more of your content. Think of it like a free sample. You can also repurpose your VOD recordings for clips and content on other social platforms or newsletters.

While Twitch can be an intimidating platform for marketers or business owners to include in their content strategy, those who are willing to put in the effort to build a community have gotten encouraging results. Even though live streaming is now a prominent feature on multiple social platforms, Twitch's ability to customize the user and viewers' experience truly makes it the best.

Interested in putting your business on Twitch? Connect with us by sending a message below!

5 TikTok Features to Help Your Business Thrive

With approximately 1 billion active monthly users worldwide, TikTok is one of the most influential apps in the marketing world right now. In just a few short years the app has become a globally diverse ecosystem of culture and people looking to digest all types of entertaining content. While some people may look at TikTok and only see Gen Z dancing to choreographed routines or light comedy skits, many businesses are taking advantage of its wide range of audience to grow and promote their own company.

As I'm sure any good business owner would tell you, success in any format doesn't come easily. It takes hard work and knowledge to figure out how to connect with customers and create something that they authentically want (and keep coming back for).

Here are 5 TikTok features to help your business thrive:

Filter your comments!

This TikTok feature can be accessed through the Settings and Privacy tab. Go to Privacy and click on Comments to add any beneficial filters. The menu brings up an option to enter keywords and phrases that you wish to be automatically blocked from your content.

While feedback is important, we all know that the internet is full of trolls so this feature can be helpful for avoiding triggers or dangerous language. Another cool thing is that this feature has multiple language options besides English. A similar feature can filter commenters themselves. To go one step farther, the menu even has a Who Can Comment On My Videos tab that has the option to restrict comments on your content to friends or family.

You can Dislike videos!

A lot of people agree that the TikTok formula does an awesome job at figuring out what kinds of videos you enjoy and customizing your For You page, but did you know that you can take matters into your own hands?

To start, you can dislike any videos that appear on the app's For You page by holding your finger down on the video and selecting the option titled Not interested on the menu. Disliking a video tells the app that you don't want to see similar videos and can help customize your feed better to the content that you want to see.

Another tool for further control is Restricted Mode, which helps to prevent your feed from recommending videos that might be risque or inappropriate. In order to activate this mode just tap your Profile at the bottom right and click on the three-line menu at the top right. This should bring up a menu where you can then click the Settings and privacy. From there go to Content preferences, tap Restricted Mode, and Turn on Restricted Mode. (Note that you will need to enter your passcode in order to enable this feature.)

Go Live!

TikTok LIVE is a feature that allows you to stream live broadcasts to your followers and others on the app who may be interested in your content. Live streaming tends to improve engagement rates and gives you the opportunity to engage with your followers on the platform in real-time. You can answer questions, read out your viewers' comments, and even play games together. This feature can help you to create a much stronger connection with your audience all while building a community.

Here are some features that can help to boost engagement during your next live stream:

Q&A - Viewers can submit questions for you to answer during your live stream.
Multi-user streams - The "Go Live Together" feature allows you to collaborate and go live with up to three creators.
Live events - You can schedule and promote your live streams/events ahead of time.
Gifts - For those who are a part of TikTok's Creator Next Program, viewers can give you badges that hold monetary value similar to donations or tips during a live stream if they like your content. (Note: Only non-business accounts and users 18 years of age or older can accept rewards)

You need Stitches!

Instead of there being a split-screen like the duet feature, Stitches play a few seconds of another creator's video (usually as a reference point) and allow you to connect your own video to it. Stitching is commonly used to respond to a video or add a follow-up to a thought or idea.

For example, you might post a video on how to grow an audience on social media, and you find that another creator has a great video on talking about the same subject. With Stitches, you can take a short clip of that creator's video, add it to your own post and say This creator has made good points, and here are some things I want to add. Tell me your thoughts in the comments.

TikTok Stories

Similar to Instagram, Facebook, and Snapchat, TikTok has jumped on the trend of allowing users to create ˜Stories.' TikTok Stories are great for sharing quick thoughts that you don't want to make a regular video for, or content you only want to last for a short period of time.

A blue ring will also appear around your profile picture, indicating to your audience that they can tap to view your Stories. TikTok stories allow you to see who has viewed your stories and who has reacted and commented.

To create a Story, click on the Post button at the bottom of the navigation bar and swipe to the Story option. From there you can either record a video on the spot or upload one from your camera roll. Similar to regular TikTok videos, you can edit your stories, then tap the Post to story to upload.

There is no doubt that TikTok is the app to be on. Whether you're building a brand or making a community, taking advantage of all the amazing features is going to help you get to where you strive to be. Check out these examples from five brands that are killing it on TikTok.

Looking for a way to help your business's TikTok thrive? Connect with us by sending a message below!

Think Outside The Box: 3 Social Media Strategies to Increase Engagement

Social media is no longer optional -- it's necessary.

When it comes to social media, you'll either have a lot of success engaging with customers, or little results for content you thought would thrive. But as long as you're posting, your social media will excel, right? It's not always that simple. Sometimes you have to look outside the box to find a strategy that works. Here are 3 tactics to help increase engagement on your social media.

Explore the World of Reddit AMA

When you think of Reddit, what do you think of? Internet trolls? Know-it-alls? What a lot of companies might not realize is that Reddit's AMA (Ask Me Anything) is an easy resource that, when used correctly, can actually help your business develop an identity through community and dive into some pretty interesting and fun conversations.

Now, you might be asking, how? Well, the key is to pitch your topic as being deserving of an AMA. A lot of the time you'll find actors, musicians, politicians, scientists, and celebrity figures hosting AMAs, but it's pretty common for regular users to host as well.

For example, in this AMA from 2015 a small business owner left his job to develop his own software company. While that might not be as captivating as someone like Elon Musk hosting an AMA, there is a huge audience on the platform who are dying to read and listen to stories about regular folks who have riveting stories to share. Promoting your AMA's on socials could bring in interested users / potential customers and allow them the opportunity to ask questions about you or your business.

Learn the Art of GIFs and Memes.

Unless you've been living under a rock since 2012, you should know that GIFs and memes have become the language of the modern internet. So how do we implement this phenomenon in a way that feels relatable to your audience instead of cringey?

First, you have to understand your audience. Are you trying to appeal to one generation or multiple? Not every type of humor is going to connect with all generations, so you should make sure you know who your GIF or meme is meant to target.

Secondly, know what kind of GIF/meme you want to make.

Traditional: GIF/Memes are common memes you see when scrolling through social media. They usually contain mainstream images or clips from a scene from a television show or movie, a notable celebrity, images of animals, or a viral image. They often connect to the latest popular trends, hot topics of conversation, and even current events.

Dank: GIF/Memes involve outlandish or out-of-context jokes that walk the line of dark and light humor. Dank memes tend to parody traditional memes by applying them in a way that's new and a little unorthodox. Dying or out-of-date memes are often chosen to fulfill this role.

Edgy: Edgy GIF/Memes usually entail dark humor that is designed to push social norms and shock its audiences.

Wholesome: Wholesome GIF/Memes tend to be less about humor and instead focus on a positive and uplifting message.

Finally, it's time to design your GIF/Meme. There are hundreds of websites that make it easy to design and create GIFs and Memes. A lot of GIF/Meme design websites such as Giphy.com or Imgflip.com are free to use and already have preloaded templates for users to edit and re-word however they want. OR if you want to make your own meme from scratch, they also provide users with the resources to turn their photos and videos into the next viral trend! (Here's to hoping right? ðŸ¤ž)

Take advantage of Poll features.

One of Twitter and LinkedIn's underused features is Polls.

Polls are a quick and easy way to get followers to engage and interact with your company (not to mention a way for you to get insight on your industry). The options are endless. Some creative uses include letting followers make decisions for you, voting on an item to go on sale, or asking opinions on current events occuring in the industry.

And the even better part? POLLS GENERATE COMMENTS! Everyone has an opinion, so if you manage to ask the right question, followers and even non-followers will likely be influenced to explain why they voted the way they did, present you with detailed information, and open up conversations on the topic at hand. No matter the industry, polls are the way to go.

Want more tips on how to engage followers? Follow That Random Agency on social media or connect with us by sending a message below!

Bop or Flop? - YouTube Shorts

Imitation is the best flattery, and it's no secret that social media platforms love to imitate each other. As soon as a new, innovative app or feature is introduced, the rest of the platforms are on it like hawks 👀

One example is the rise of TikTok and the subsequent push toward short-form video that has ensued across the rest of the social media world.

Stay tuned for a blog post on the strategy and psychology behind that phenomenon. For now, we're exploring whether YouTube Shorts have been successful for creators and companies, in order to make the ultimate ruling: bop or flop.

Bop (and Flop?): The algorithm

Let's just dive right into the good stuff: how well does the Shorts algorithm work? Shorts were only introduced in the U.S. in 2021, so there isn't much concrete data yet on their performance, but there are some sources we can take a look at.

According to a July 2022 video from YouTube's Creator Insider channel, the platform says they researched differences in performance between channels that only made long-form content and channels that made both long-form content and Shorts. They found that channels that made both were actually growing faster.

The demand for short-form video has been on the rise over the last three years, but is it only creating surface-level success for creators and brands?

A Reddit thread from March of 2022 asks users, What has been your experience with YouTube Shorts? Commenters say they occasionally get quick viral views on their Shorts, but it doesn't lead to a reliable increase in subscribers. A few users say they've had great experiences with creating Shorts, but most are dissatisfied.

And actually, looking back to the Creator Insider video, there are also many comments from creators saying that Shorts have actually hurt their channels. Here's one from Cinecom.net, a channel with over 2.4 million subscribers.

Flop: 60-second limit

With the Instagram Reels limit of 90 seconds and the TikTok limit of 10 minutes, only allowing 60-second videos on Shorts can be a bit of a drawback. It's still short-form content that will keep people engaged, but 60 seconds goes fast when you're creating the video. It's very possible that YouTube will increase the length in the near future, but until then, creators will have to remain a little limited with time.

Bop: Monetization

YouTube is giving 45% of ad revenue right back to creators.

It was just recently announced that starting early next year, Shorts will be a part of the YouTube Partner Program, meaning those who qualify will get a chunk of the ad revenue from Shorts.

In order to qualify, creators must have at least 1,000 subscribers and either 10 million Shorts views in the last 90 days or 4,000 total long-form watch hours. For creators who don't qualify, YouTube is creating tipping and paid membership features.

Flop: Changes to the interface

Lastly, adding Shorts to the YouTube app has significantly changed the interface and user experience. The Shorts tab has now taken the place of the Explore tab, which allowed users to discover recommended videos and see the current trending videos. The Explore page still exists, but it isn't as easy to find.

A side note also related to interface: the Shorts creator seems to have many of the same features and abilities as TikTok and Reels, including the option to add trending sounds and songs to your video. We'll call that a mini bop.

At the end of the day, some users might seem disillusioned by their Shorts experiences, but if you're a creator or brand already creating consistently on YouTube, why not experiment? There are always engagements and impressions to be gained from video content, and short-form video is undoubtedly here to stay.

If you're having trouble navigating the world of short video, reach out to us below to learn how we can work together! And let us know in the comments: what do you think of YouTube Shorts?

Does Taking a Political Stand on Social Media Increase Engagement?

Data and surveys indicate that engaging with politics on social media can increase engagement with your brand--but your product and business model, what consumers may consider political or not, and target audiences are all vital considerations before devising a strategy.

The Numbers

While finding data specifically on how political speech affects brand engagement on social media may be tricky, statistics about brands and political speech in general are abundant and can applied confidently to social media.

Political speech and tapping into conversations or movements using hashtags will likely increase engagement rate (ER) on social media. In 2020, political pages had the highest engagement rate per post on both Facebook and Twitter out of 35 total industries and carried the third-highest ER on Instagram.

Studies from multiple sources suggest that consumers are open to, even expectant of, brands engaging politically. A survey from SAP revealed 63% of consumers prefer to purchase gifts from brands that support specific social positions. A study from Sprout Social contended that 66% of consumers wanted brands to take public stands on political issues. Interestingly, these trends are reflected in consumers' opinions of companies that sell consumer goods and staples: polling in 2020 showed that 68% of Americans wanted consumer brands to engage specifically with social issues. And 58% of consumers are most receptive to brands communicating social and political positions on social media, the highest percentage of 11 mediums polled.

Surveys show that liberal and left-leaning audiences are more likely than conservative or right-leaning audiences to think positively of brands aligning with political and social movements.

What This Means

These numbers indicate that your audience is likely to be open to your brand taking a political stance on social media. If your target is predominantly left-leaning or Gen-Z, they may even be looking for your brand to engage politically and express its values.

So...what kinds of things count as "politics"?

What do audiences consider political speech? What constitutes "taking a stand"?

Voting is a key pillar of the American political process, and encouraging audiences to vote garners bipartisan support. Users across the political and age spectrum approve Get Out the Vote campaigns from nearly every brand on social media. According to Morning Consult, 46% of consumers viewed more favorably companies that got involved with voter registration efforts, and 58% viewed more favorably companies that gave employees Election Day off of work. These trends will likely extend to brands that encourage voting on social media.

Urging your audience to engage with the electoral process, offering reminders to vote, or even rewards and incentives to do so is generally viewed as a brand performing its civic duty and received favorably by consumers.

What is the nature of your brand?

The focus of your brand or business may also help determine what kind of and how much political speech your audience will support.

Suppose you are, for example, a small business making social media content raising awareness of legislative initiatives that affect your business. In that case, this will likely be accepted by your customers and audience, with the potential to increase engagement and drive users to support your cause. The Right to Repair movement, for instance, and its importance for small electronic repair and retail is a prime example. A brand related to aquatic sports or outdoor adventures may logically support environmental causes and conservation initiatives.

If legislation will affect your business or industry, sharing your opinions, increasing awareness, and even mobilizing users will all likely be viewed as appropriate, rather than divisive, by your existing audience.

Who is your audience?

As mentioned above: younger and/or left-leaning users tend to view brands that engage politically more favorably than brands that do not. Many older and/or right-leaning users are indifferent about brands engaging politically - a minority even view engaged brands less favorably.

Use analytics to determine your audience's demographics on various social media platforms to help decipher how much you stand to gain (or lose) by aligning your brand with a cause or movement.

The Bottom Line

Taking a stand politically will likely increase your brand's engagement rate on social media.

However, there is such a thing as bad publicity in this circumstance.

When your brand takes a political stand on social media, it may endear some users and alienate others. When, where, and how to align your brand with a political movement should be influenced by your audience and the nature and values of your brand.

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