As a social media manager, I’m constantly aware of the delicate balance between engaging our audience and maintaining a positive brand image. In today’s climate, with discussions surrounding tariffs and the importance of supporting local, this balance is more crucial than ever.
Recently, we’ve seen a surge in businesses and consumers expressing their support for Canadian-made products and services. While this sentiment is commendable, it’s essential to approach the topic thoughtfully on social media, especially when political sensitivities are involved.
The Challenge: Supporting Local Without Alienating Your Audience
The goal is clear: we want to demonstrate our commitment to Canadian businesses and contribute to the local economy. However, directly addressing tariffs or taking sides in political debates can alienate a portion of our audience. How do we navigate this?
Our Strategy: Positive Messaging and Community Focus
Instead of focusing on the political aspects, we’ve adopted a strategy centered on celebrating the positive aspects of Canadian businesses. This involves:
- Highlighting Local Partnerships: We showcase our collaborations with Canadian suppliers and partners, emphasizing the quality and value they bring.
- Celebrating Canadian-Made Products: We feature Canadian products and services in our content, showcasing their unique qualities and benefits.
- Promoting Local Sourcing: We share behind-the-scenes glimpses of our efforts to source ingredients and materials locally.
- Focusing on Community: We emphasize the importance of building a strong, thriving Canadian business community.
- Visual Storytelling: We prioritize high-quality visuals that showcase the beauty and quality of Canadian products and landscapes.
Why This Approach Works:
- Avoids Political Landmines: By focusing on positive aspects, we steer clear of potentially divisive topics.
- Builds Brand Loyalty: Demonstrating our support for Canadian businesses resonates with customers who share those values.
- Enhances Brand Image: We position ourselves as a responsible and community-minded business.
- Encourages Engagement: Positive, visually appealing content is more likely to capture attention and spark conversations.
Social Media Manager’s Toolkit:
- Content Calendar Integration: We incorporate these themes into our regular content schedule for consistent messaging.
- Hashtag Strategy: We use relevant hashtags like #SupportLocal, #CanadianMade, and #ShopCanadian to increase visibility.
- Engagement Monitoring: We closely monitor comments and respond promptly and professionally.
- Risk Management: We have pre-approved responses for potentially sensitive questions.
- Visual Consistency: We maintain a consistent visual aesthetic across all platforms.
- Performance Tracking: We track key metrics to measure the effectiveness of our campaigns.
The Takeaway:
As social media managers, we have a responsibility to use our platforms to build positive relationships and contribute to our communities. By focusing on celebration and support, rather than confrontation, we can effectively champion Canadian businesses while maintaining a positive brand image
Kris Ulley
