How to Create an Impactful and Authentic Pride Month Social Media Campaign for Your Company

June is Pride Month, which presents firms of every kind a singular alternative to have a good time, present assist and increase consciousness for LGBTQIA+ rights on their social media channels.

Companies of every kind and sizes can get entangled, increase consciousness and give again for Pride Month no matter their price range or attain.

Whereas Pride is most positively a celebration, an impactful Pride marketing campaign ought to embrace training, consciousness, and focus on individuals.

Celebrating Pride and exhibiting your assist for the LGBTQIA+ group just isn’t a development— and it shouldn’t be handled as such.

Right here’s how to create and implement an impactful and real Pride Month social media marketing campaign at your organization.

The Do’s and Don’ts of Pride Month social media planning

Earlier than you dive head-first into planning your company Pride initiatives, it’s essential to get a variety of staff concerned within the planning course of.

If your organization has an LGBTQIA+ affinity group or variety committee, collaborate with them or should you don’t have a gaggle, take into account convening a committee of worker volunteers of numerous backgrounds to function a sounding board and present their enter as your plans start to take form.

Please word: these volunteers ought to be compensated for their time and efforts in some significant approach (trip time, bonuses, present playing cards, and so forth.). Whereas it might be too late to do that for this 12 months’s marketing campaign, activate or assemble the group now for your 2023 initiative.

Don’t: Exploit social initiatives and conversations as a method to attain enterprise objectives.

Celebrating Pride and exhibiting your assist for the LGBTQIA+ group just isn’t a development— and it shouldn’t be handled as such.

If you happen to’re merely posting rainbow-branded imagery (rainbow washing) throughout the month or posting about your dedication to the trigger with out having any actual initiatives or actions to again it up, you’re simply paying lip service to and maybe exploiting yet one more social initiative. Make certain your organization can actually stroll the stroll earlier than you discuss the discuss. Performative allyship can backfire, alienating your staff, your purchasers, recruits, and others.

Keep in mind that everybody (staff, purchasers, and most people) is watching what you put up on-line, even when they don’t really like or touch upon it.

Do: Ask your self why you’re supporting this initiative and have a transparent objective.

Earlier than publishing Pride-related content material, ask your self, are we really including worth to this dialog? What are we hoping to acquire from inserting ourselves into this dialog? What are our motivations? Is our firm an precise protected area or inclusive surroundings that features energetic and engaged allies?

Keep in mind, Pride Month shouldn’t be about your small business objectives. You additionally don’t have to have completed your entire LGBTQIA+ associated inclusion objectives to commemorate Pride, however your efforts ought to be greater than floor degree.

Do: Help LGBTQIA+ initiatives year-round.

If you happen to don’t already take steps to assist the LGBTQIA+ group year-round, take the chance to talk about doing so with administration and employees earlier than Pride. June is just one month out of the 12 months, a month the place it’s arguably the “most acceptable” to present assist for the LGBTQIA+ group. To be a real ally, it’s essential to present this degree of assist year-round. Work to make sure that your organization’s insurance policies and practices are inclusive and deal with the wants of your LGBTQIA+ staff.

As well as to internally targeted actions, take into account how your true dedication may be mirrored externally. There are a lot of organizations to which you’ll be able to donate and volunteer. Solicit voluntary suggestions out of your LGBTQIA+ staff and purchasers to make sure that they really feel concerned and included within the course of.

Do: Educate your self and these round you on the origins and historical past of Pride Month.

Pride Month has a wealthy, political historical past that firms typically fail to perceive and acknowledge as they take part in Pride Month. Pride Month is well known in June to honor the 1969 Stonewall Rebellion in Manhattan — a tipping level for the Homosexual Liberation Motion in america.

Not solely is Pride a time to acknowledge the progress that’s been made because the Stonewall Riots, nevertheless it’s simply as essential to acknowledge how far we nonetheless should go as a society, significantly contemplating current efforts to overturn or slender the progress that has been made. A profitable Pride marketing campaign ought to have training and consciousness at its core.

Do: Make training and consciousness the core of your marketing campaign.

Concepts for content material for your Pride Campaign can embrace educating your followers on the which means behind the Pride flag, utilizing posts to inform the historical past of the Pride flag, and what Pride means to your staff, and run their solutions in Q&A posts.

One other concept is to create posts to assist followers higher perceive Pride Month and present sources to assist individuals higher educate themselves on the trigger and assist these of the LGBTQIA+ group.

As well as, spotlighting members of the LGBTQIA+ group is a useful approach to educate your followers and amplify the contributions of people.

It doesn’t matter what you select, create a marketing campaign that’s rooted in enhancing consciousness and training amongst your group.

Do: Let inclusivity be on the core of your all campaigns.

Inclusivity ought to be an energetic mission as a part of your Pride marketing campaign, and for your future advertising efforts too. Purpose to have higher illustration on social media for your group — which means together with individuals of all marginalized or in any other case underrepresented voices.

If you happen to actually need to attain, symbolize, and assist your numerous group, it’s time to make energetic shifts in the direction of higher inclusive advertising year-round. It’s much less about what you want to do for Pride right now and as a substitute, how are you supporting LGBTQIA+ people year-round?

Do: Put your cash (and time) the place your mouth is.

As an alternative of treating Pride like a advertising marketing campaign, put your efforts towards an exercise that may positively influence the LGBTQIA+ group.

Whereas financial donations may be useful, volunteering at group occasions or spending time with LGBTQIA+ advocacy organizations may be extra impactful for your staff.

Contemplate internet hosting or collaborating in LGBTQIA+ programming and donating to native charities doing work in your group to assist LGBTQIA+ initiatives.

Do: Use the appropriate hashtags to be found

  • #lgbtqia

  • #lgbtqpride

  • #lgbtqhumanrights

  • #equality

  • #pridemonth

  • #loveislove

  • #pleasure

Each group that wishes to assist Pride on social media can discover a approach to achieve this, we problem you to do it in a approach that’s genuine, real, and impactful to your model and most significantly, to your staff and your purchasers. The world is watching you, so problem your self by doing the appropriate factor.

This text was authored by Stefanie Marrone and Paula Edgar. Paula T. Edgar, Esq. is CEO of PGE Consulting Group LLC, a agency that gives coaching and training options on the intersection {of professional} growth and variety, fairness and inclusion. 

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