Social Media was Made for Social Movements

Some may say that big brands need to stay out of the spotlight when it comes to controversial social issues such as gun control or abortion. Needless to say, certain brands and groups (cough, cough, NRA) need to do a better job of controlling their social presence, but many others know when it is right to partake in the situation.

Last week, as any Facebook enthusiast may have noticed, many users changed their picture to a red image with two parallel lines. The image of course represented marriage equality as the controversial topic moves up the chain in Washington. Certain big brands such as Bud Light, Smirnoff and others decided to join in. You know what I say? Good for them.

Earlier this week, I iterated to my fans that journalists need not be afraid to ask the tough questions. Well, brands need not be afraid to enter the heat of social movements. If you believe in something, what better place to show your passion and enthusiasm than Facebook, the social network everyone and their mother are on?

Brands, organizations and even government use social media to advance their social agenda all the time. In fact, in a touching presentation at WOMMfest Seattle, Derek Belt, social media specialists in King County shared the story how he use both traditional and social media to connect with participants and shine a light on Dec. 6, 2012, the night King County became the first jurisdiction in the country to issue marriage licenses to same-sex couples based on voter approval. The Storify is all you need to feel the true meaning of the night. It is definitely worth a look.

We won’t know until later if the marriage equality logo will have any effect on the larger issue, but to those of you who felt compelled to act; right on. When you feel so passionate about anything in life and you have a channel to scream that enthusiasm, use it. And by the way, this applies to you brands out there as well.