Internal strategies for crafting inclusive content on social media

In an age when brand reputations live and die on social media, the internal processes and protocols that shape your external strategy play an outsized role in communicating your purpose and commitment to inclusivity.

During Ragan and PR Daily’s Social Media conference last month, PwC Social Media Senior Manager Gabrielle K. Too-A-Foo moderated a conversation with Daniela (Otera) Obenshain, associate director of global digital and social media at Alcon, and Sharmistha Chatterjee, director of social media at Hallmark Media that explored what each of them is doing at their organizations to consistently communicate with inclusivity.

Here’s what we learned.

Tap your ERGs to include global perspectives.

At contact lens company Alcon, Obenshain works to ensure that the content being developed encompasses perspectives from the employees they represent, the customers they serve and the patients they have. In practice, this requires a global perspective that starts with its 13 global employee resource groups.

“We often have various review sessions, take them through the content development process and ensure that it appeals to our global audience,” she said.

Embrace the legal and regulatory partnership.