Social MediaSocial media has become today’s digital opinion column. Everywhere you go, there are commentaries on current events, political incorrectness, and other viral stories that might offend the average internet user. There is no social media platform free of politics – even Snapchat keeps up with the times.

While netizens take every opportunity to voice out their responses to whatever trending political news there is, brands and businesses prefer to keep mum. Social media professionals believe it should stay that way.

Binary Opposition

It isn’t uncommon hearing (or in this case, seeing) someone else’s responses to the political sphere. The difficulty with the politics of today, however, is that there is no gray area. Someone must always choose sides. The problem this creates for brands that choose to indulge in politics is the amount of unnecessary polarization of its customers and target audience.

Negativity

Due to the polarization, there is a huge chance that customers will see the brand in a negative light. With marketing automation support, content is king. Brands who encourage that kind of binary discord immediately hurt their own reputation and tinge their content with an inane political stance.

Loss of Following

This is the final phase of inserting politics into brand content. As an effect of giving the upper hand to one side of a cause and harvesting negativity around the social media presence, the brand will inevitably lose a sizable part of their following. They may gain more from their chosen cause, but the chances of getting more customers from the entire population are slimmer because of their political agenda.

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The key to a successful social media strategy is neutrality. It is your goal as a brand to boost the morale of your customers and not make them feel they shouldn’t be part of your community because of their political stance. People see enough of rants and bad news online – your brand shouldn’t add to that.