2. Use social data to inform intentional campaigns that align with culture

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She recommends instead of just targeting Black creators during February, brands can start incorporating them into your overall strategy. She says doing this can help maintain authenticity.

“It makes it more than just this cultural heritage moment croatia b2b leads and actually shows you are a brand that cares about the Black community. You care about Black creators. And when you say you want to work with Black creators you mean that and it’s not just during Black History Month,” she says.

Review your social media analytics and social listening data to identify ways to specialize campaigns and identify unique opportunities. Talissa Beall, Strategic Services Consultant at Sprout, led several DEI efforts throughout her career in social. She’s also a committee member of Black@, a Sprout community resource group.

She recalls a time where she used social data to identify misalignment between a brand’s actual customers and their organic social media content. For example, her team discovered there was an opportunity to incorporate photo representation that was more closely aligned with their demographics.

“By reviewing social listening and replies, we paid attention to how people were talking about [the brand], paying attention to language as well. We learned there was a disconnect in imagery and the type of content being featured. We learned that people didn’t care for headshots, but preferred seeing diverse people in other ways, such as a hand shot, back of the head or from the neck down. We were intentionally queuing more representation in social content,” she says.

To avoid being labeled disingenuous or opportunistic during Black History Month, brands need to prioritize maintaining their commitment to the Black community year round. There are a number of ways to show solidarity: