Photo Courtesy: Unsplash. Photo by Nik

User-generated content highlights the honest sentiment and experiences that consumers have about a brand. Brands need to monitor user-generated content and what is being said in the comments. A 2022 blog from HubSpot, said brands should respond to online comments, even the negative ones as soon as possible. Online bashing is nothing new, and it is advised for brands to address negative comments without letting too much time go by. This shows online communities that a brand cares about their consumers. “It will also alert others of your dedication to your community members “(Vaughan, 2022). Negative reviews and complaints must not only be addressed, but most importantly resolved. “Reviews help potential customers make a choice in your favor or not” (Vaughan, 2022).

Social and political issues have proven to be challenging for brands to address appropriately on social media. Brands must be prepared to face backlash. It is likely that some consumers will be pleased with a brand’s stance, while others might feel outraged. Regardless of how consumers react, brands must be strategic with how and when they respond to social and/or political issues. Brands should remember that there can be serious repercussions if they take the wrong approach. Marjorie Santos, a Brand Marketing & Influencer Specialist formerly at NYX Cosmetics and Sanrio said brands need to consider if their response accurately reflects their business principles and values. In her opinion, brands should not respond to these issues without being intentional with the words and messages they share.

In her previous organization, she recalled being in the midst of such a dilemma during the Black Lives Matter movement.

Santos said creators and consumers publicly commented on her organization’s social media accounts as they demanded a response from them. Although Santos was responsible for overseeing the social media accounts, neither she nor anyone else on the team were allowed to make a statement until it was approved by the organization.

In her experience, responses to such issues typically go through a series of approvals before it can be shared with consumers. This process can also be difficult for employees.

“Even internally, a lot of us had very strong points of view and we really wanted to say something. Internally we knew we had to do something, how could we not?” (Santos)

Marjorie Santos, Brand Marketer & Influencer Specialist on the challenges she and her team experienced addressing the Black Lives Matter Movement

Releasing a statement can take up to several days which often outrages consumers as it can make a brand come off as indifferent to such issues.

Santos said it is important for brands to respond to these challenging issues such as the Black Lives Matter movement and COVID-19 no matter how controversial they might be. Brands should inform consumers and creators of the actions they are taking behind and in front of the scenes. She shared that brands have a social responsibility to go beyond simply publishing a statement, and instead should strive to make a real difference that upholds its values. ” To do something else (brands), and more about putting your money where your mouth is.”

💡 Tell Me What You Think

In your opinion, do beauty brands have a social responsibility to respond to social and political issues? If so, why or why not?