How to use your social media platforms to promote diversity and inclusion

By Ángela Colón |

Ángela Colón shows how communicators can successfully drive diversity and inclusion via integrated Social Media strategies.

Corporate social media platforms play a big role in fostering a diverse and inclusive culture.

Multiculturalism is at the heart of Canadian society:

• Statistics Canada reports that “one out of 5 people in Canada’s population is foreign-born.”
• Languages like Chinese, Tagalog and Punjabi are among the most spoken languages in the Canadian largest urban centres, after English and French.
• Cities like Toronto, Montreal and Vancouver host more than 50% of the country’s immigrant population, and the workforce in these cities is very diverse.

Considering these facts, it is essential that we take Diversity and Inclusion into account when developing a social media strategy. Here are some tips on how to make your Social Media campaign more inclusive and diverse:

Consider the visuals you use on your social media accounts

Visual aids, like photographs, videos, illustrations, etc., speak louder than words. So If you intend to speak to a diverse audience, you’d be more successful reaching them by using visuals that reflect this diverse audience. This could mean using pictures that include people from different ethnicities, or, more specifically, people of different gender, age, ability, etc. This could also mean using accessibility features like image descriptions (alt text), so that screen-readers can describe an image to those who are visually impaired, or open/close captioning of video content for those who are hearing impaired. Always know your audience and ask yourself: “Who am I speaking to?” “Who is my audience?”

Work with a diverse group with influencers

“To truly embrace diversity, consider partnering with influencers who reflect a variety of demographics that can help push your message to a more diverse group of people,” notes Social Media Week Toronto.

When your target audience communicates with influencers from diverse backgrounds, it helps you to create proximity as the different cultures find representation and correlation with your brand through the message expressed by influencers. Cultural representation is one of the key factors to consider when companies want to create brand awareness and loyalty.

Communicate topics of value to your target audience

Speaking to a diverse group of people from different backgrounds can be challenging, as some messages can trigger an emotional response (either positive or negative) for one group, but not the other. Before creating social media content, research if what you plan to share is appropriate for your diverse audience. Try to use a neutral tone and simple language that wouldn’t cause misinterpretation and/or misunderstandings. Try to avoid stereotypes or phrases that give prevalence on one cultural group above other.

Remember that Diversity and Inclusion is about welcoming everybody and making them feel respected, accepted, and safe. Evaluate if your message promotes positive interactions between the different cultures that form your target audience and if it considers their values.

Communicating with a multicultural audience is becoming more and more relevant in Canada and around the world, with the constant influx of immigration and consistently diversifying communities. Organizations can play a critical role in improving the acceptance of visible minorities and creating a more inclusive society, and, as communicators, we should always strive for our Social Media messaging to create more bonds than bridges between cultures.