Social Commentary: Mission, Vision, Values

What is the point of social media and public commentary? Why should a business, organisation, cause, or influencer comment on what is going on in the world?

The obvious answer is that they are trying to seem relevant. It’s PR instinct to find a ‘news hook’ and social commentary can be one. It’s also seen as good business sense to go in the same direction as a majority of the public, when it comes to social movements.

And so we are seeing this with the current Black Lives Matter demonstrations.

This isn’t to say the blue-ticks and businesses are not genuine, many are. But it makes business sense, to them, to get on board and vocalise.

I’m not necessarily against this, but it comes at a risk. It must be balanced against maintaining the organisation’s mission, vision, and values.

Why?

Quite simply, if you are seen as going against these, you can cause more harm than good.

Take comedian David Walliams as an example. Walliams joined in with the Black Lives Matter conversation online. He’s often been seen as a liberal who supports social justice, so that made sense. However not all of Twitter took well to this (when does it ever?).

Walliams made a lot of his name, and money, from the show Little Britain. It’s a British sketch show in which he and Matt Lucas play various characters. A good number of these characters were caricatures of black people. They include a very large black lady proud of her curves, an evangelical Christian coffee stall owner who always praises the Lord whilst being lazy, and even a Thai transsexual who seduces an older British man for his money.

Do Walliam’s actions suggest different values to what he portrays?

Anthony Joshua has made a similar blunder, calling for the boycott of ‘white businesses’. This is with a background of making him, and a few white men, millions through his boxing.

This isn’t to say that they are hypocrites. But it muddies their message. Did either of these two men come out with more kudos than when they entered?

As businesses, charities, organisations, causes, influencer, we stand for certain values and ways of operating. We can, certainly, rectify past wrongs. But should always be careful when wading in on social commentary.

Your work is likely guided by, or should be guided by, three things;

MISSION: Why you exist

VISION: What you want to be

VALUES: How you conduct yourself

These may not be vocalised, but they will reflect in your company culture and how you operate. They will be heard by the public and those outside your inner circle.

So we must take care with our messaging. We must ensure we maintain our Mission, Vision, and Values through all that we do. Our voice must be the company voice and sound authentic.

If it doesn’t people will turn against you instead of with you.

Think Twice, Type Once.

Here are my three tips for considering whether to post.