Our businesses give us a platform to seed and amplify radical ideas on social media. That can be pretty exciting, but it can also feel scary to put yourself out there in that way. 

We’ve searched our feelings and analyzed our bounty of client data, and compiled some engaging content prompts with a social justice bent to seed your thinking:

1) A bold statement that advocates for change within your industry or community: a lot of us started our own businesses after working in corporate, and experiencing firsthand exactly how much the cultures of patriarchy, racism, and ableism hurt all of us. Say it out loud, and spark that conversation.

2) Cultural observances that matter to you: dates like Juneteenth, Pride Month, Trans Day of Visibility, Women’s History Month, Black History Month, Latinx Heritage Month, and AANHPI month give us great opportunities to uplift strategically undervalued populations, and talk about creating a more just world.

3) Book or media recommendations: share your values by telling your audience about books, articles, and even podcasts that explore important societal issues.

4) Businesses that share your values: this could mean talking about a business you partner with, but it can very easily be simply highlighting local businesses you love, especially if they’re Black-, Indigenous-, POC- and/or Queer-owned.

Content like this has consistently felt genuine and rewarding to share, both for us and our clients. They’ve also delivered measurable results, time and again!

Want to learn about other ethical ways to market your business? Join us each week for The Radical Marketer. Or if, after this year’s events, you’re looking to give your online marketing a complete overhaul, check out The Social Shift.

Over the past few months, it seems like online marketing (social media) has been turned upside down. From the latest (infuriating) Meta updates to the TikTok ban, to the possibility of breaking up Google’s search and advertising tools, major changes seem to be hiding around every corner.

For small businesses that rely on these tools to connect with clients, big shifts like this can feel overwhelming. But what’s causing these sudden changes, and how can you prepare for what’s next? Let’s break it down.

Why Are These Big Changes Happening Now?

Government Pressure

Governments around the world have been scrutinizing the tech industry for monopolistic practices and privacy concerns. In the U.S., we’ve been working to break up companies like Google to cultivate more competition in the tech industry. Similarly, TikTok has been banned in other countries like Afghanistan, India, Iran, Kyrgyzstan, Nepal, and Somalia due to “data security concerns” – and the U.S. is following suit. 

Politics

With tech giants like Zuckerberg and Musk getting more involved in questionable politics every day, they’ve zeroed in on social media’s ability to spread information. They’ve made it their mission to silence those speaking up, keep us isolated and in the dark, and prevent us from organizing further.

How Can Small Businesses Roll With the Changes?

1. Diversify Your Online Presence

Don’t put all your eggs in one basket. Do your best to show up on multiple platforms – but remember to put the most focus on where your audience is now or is headed next. 

While you’re at it, you’ll want to re-engage with or start building your email list, and make sure your website and SEO are dialed in, so your small business won’t be entirely reliant on a single external platform. Heck – maybe it’s even time to give Bluesky a go! 

2. Explore Video and Experiment With Trends 

Platforms are prioritizing short-form video, live streaming, and other content trends. If a given trend or format makes sense for your business, giving them a test drive can give you a competitive edge. 

Signs are pointing towards a video-centric social media world, so think about what video content would look like for your small business. (if the thought of video makes you cringe, we have a few tips to make it easier!)

3. Choose Community

Platforms may change, but folks will always value connection and quality content. Build a loyal online community by being genuine, telling your story, and using your unique skills and knowledge to help them through their struggles.

The Gist 

Yes, the digital landscape has been shifting faster lately. But small business owners are no strangers to adapting and being resourceful. You’ll need to mix up your strategies, try out new content formats, and focus on nurturing your audience to navigate the changes ahead effectively. Big changes are inevitable, but the silver lining is that they’re also opportunities to experiment with and nurture new ideas.

Ready to future-proof your online marketing strategy? Let’s start planning for what’s next together.

One year later, gay rights groups in New York (and across the United States) marked the anniversary of the Stonewall uprising. Those early celebrations of gay liberation sowed the seeds for our modern-day month-long celebration of Pride.

These days, we’re more likely to feel the virtual unfurling of countless rainbow pride flags before we even flip our calendars onto the month of June. We can practically set our watches to the rainbow-framed logo updates across social media, and our ad feeds are suddenly resplendent with a kaleidoscope of Pride-themed clothing and merchandise.

This is a good thing, right? Our ability to spend our hard-earned dollars on items that allow us to identify ourselves as queer or queer-adjacent is surely a sign of progress!

Not so fast, friends.

Pride can’t be commodified

To put Stonewall into some context: though there were earlier examples of queer folks fighting back against police harassment (riots at Cooper Donuts and Compton’s Cafeteria are two notable events), much of the work around gay and lesbian visibility focused on assimilation and respectability. The overarching goal was fitting into heteronormative society, to “pass.” Fighting back that night at Stonewall prioritized fighting back against this notion of assimilation.

An annual celebration of pride, then, is a celebration of the myriad ways we show up in the world and how we love one another. We take to the streets in hopes of fearlessly expressing the fullest spectrum of humanity – an inability to pigeonhole us all into one way of being.

Much has already been said about rainbow capitalism – a phrase used to describe the commodification and commercialization of LGBTQIA2S movements. By its very nature, capitalism insists on a level of profitable conformity; make yourself fit a particular and palatable mold. Conflating the commemoration of a rebellion against gender-based harassment with a “buy this and show off your pride!” message is a perverse bit of irony.

No better time than now to resist commodification

As we celebrate the anniversary of this watershed moment here in 2021, we must also acknowledge the enormity of what we’ve all been through this past year plus. Between a global pandemic and a long-overdue reckoning with injustice and discrimination, we’ve once again had to rethink how we show up in the world, for ourselves and for each other.

I can relate to wanting some semblance of normalcy. Returning to the celebratory nature of Pride represents that, for sure. Falling right back into the monetization of Pride? Perhaps this is the year we say no. Perhaps this is when we truly honor our ancestors with reenergized efforts towards true equity and inclusion – not to mention true reform of law enforcement so that our community won’t have to take up arms and bricks against police harassment again.

Celebrate Pride, celebrate small, celebrate local

If you’re a small business owner, you might be asking yourself, “Okay, I see your points. But what’s the harm in joining in the Pride party? We sure could use some joy, and I want to show my support!” I get that! Any time we can elevate love and acceptance, we should partake.

We shouldn’t limit our commitment to equity and inclusion to a single day, week, or month. It’s okay to acknowledge days of remembrance, or celebrate fun hashtag holidays designed to feature unique members of our community. We also have the ability to reclaim our economic and financial power, in June and always. Independent and grassroots LGBTQIA2S organizations exist in your community; make sure they’re well-funded and supported year-round. Push back against token small donations from corporations to larger non-profits (where funds may not make it to intended recipients). 

Beyond external measures, we have the ability to celebrate pride simply by showing up as our realest selves. While we will always acknowledge Gilbert Baker’s contribution to queer history, your celebration may be devoid of rainbow-hued anything. And that is equally as valid.

Happy Pride, friends – now and always.