Tagged: International Women's Day
- by Alyson Shane
It's easy to turn to social media on a day like International Women's Day (happening on Friday, March 8th, 2019) and "Like" someone else's post, reshare it, or add a comment.
However, the most forward-thinking brands will know to lead with their own original content.
We live in a time when it's more important than ever for businesses to find ways to tell stories about their brand, and leading the discussion with your own content articulates a strong point of view while also showcasing a brand's core values, purpose, as well as their voice and tone across their social networks.
Whether you use text, images, video, gifs, or a combination of all four, events like International Women's Day offer valuable opportunities to communicate with your customers and participate in discussions about topics and themes that guide your business values.
Luckily, it's easier than ever to tell thoughtful stories on social media. Here's how you can capitalize on storytelling for International Women's Day 2019:
1. Get Input From Women in The Company
Any marketing campaign worth its salt will involve building Buyer Personas, which are built by talking to customers, client service staff from within the company, and research into customer problems and possible solutions.
Similarly, if you're planning to publish content celebrating International Women's Day 2019, talk to the women in your organization about what they see as some of the key challenges that need to be overcome in order to achieve balance in the workplace.
Whether that's trying to enter male-dominated industries, not being talked-over by male colleagues, or deciding how to carve out a career path, the women you work with probably have lots of thoughts you can draw from in order to create truly authentic content for the day.
Remember: "diversity" doesn't just apply to gender. Make sure to talk to women from diverse ethnic backgrounds, sexual orientations, and across age groups to paint as clear a picture with your content as you can.
2. Boost Value by Being Specific
Anyone who has managed a Twitter account knows how easy it is to craft a tweet (or other social media post) that says "Happy International Women's Day! We support diversity in the workplace" and consider it a job well done.
Sure, a post like that may get you a few likes, but a generic post doesn't add anything to the larger conversation about equality, women's rights, or addressing diversity in the workplace. A more generic post also suggests that you haven't taken the time to understand the event besides looking into which hashtag is being used this year.
For example, International Women's Day has a history that dates back to the early 1900s, and has been highlighting the rights and achievements women have accomplished since before diversity and inclusion became a board-level priority in many companies.
Considering how long it's been celebrated, it probably comes as no surprise that how we celebrate International Women's Day changes from year to year. In 2019, for example, the theme is "Balance for Better." Here's what their website says:
From grassroots activism to worldwide action, we are entering an exciting period of history where the world expects balance. We notice its absence and celebrate its presence. Balance drives a better working world.
This means that your social media strategy should speak directly to how your business is seeking to strike a better balance. That could mean hiring more women, creating a mentorship or peer-networking program, or participating in conferences that focus on women in business, like SHEday here in Manitoba.
You should also consider using the 2019 hashtag #BalanceForBetter to show that you're speaking specifically to this year's event, as well as ongoing, more general hashtags like #IWD and #IWD2019 to make sure your posts are included in searches for similar kinds of content.
3. Get Creative With Your Creative
The vast majority of the best interactions on social media happen spontaneously, but that doesn't mean that a little pre-planning won't help save time (and sanity) while keeping up with all the conversations happening on March 8th.
For example, instead of posting a single image or post, why not develop a series of posts that can be added to your Facebook, Twitter, or Instagram profiles (bonus points if you use Instagram Stories to share your International Women's Day stories!)
It's also important to keep in mind that different social networks favour different kinds of content. For example, while a post featuring short text with an image and a URL leading back to your website is perfect for Twitter, Instagram requires you to have a stronger visual strategy and doesn't let you link to URLs in the body of your posts.
Once you've decided which social platforms to post to, take time to tailor your messages to each platform's requirements so they stand out and shine.
Walk the Walk
This year's theme for International Women's Day 2019 is "Balance For Better," and that doesn't just mean posting about diversity and balance for 24 hours and then ignoring these ideals until the same time next year.
Use International Women's Day as an opportunity to showcase how your brand is addressing diversity issues in the workplace, and keep the conversation going - not just on social media, but at your board room table.
Take the time to listen to what your female colleagues and team members are saying, and use this day as an opportunity to show that you're committed to a more balanced, equal future for everyone.
Want help developing a digital marketing strategy that tells your company's story on social media? Drop us a line.
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