During a recent presentation to an audience at Brigham Young University’s Education Week, LDS Church Leader (and former president of my alma-mater BYU-Idaho), David A. Bednar spoke about the power of today’s media in spreading goodness in our society. While his remarks were given in a religious context, referring to ways in which Christian believers can share their faith in Jesus Christ through social media tools, there were a few takeaways that any social media marketing user could take away from his remarks.
Bednar offered the following guidelines and principles for social media use. :
- Be Authentic and Consistent. “Our [social] messages should be authentic. A person or product that is not authentic is false, fake, and fraudulent. Our messages should be truthful, honest, and accurate. We should not exaggerate, embellish, or pretend to be someone or something we are not. Our content should be trustworthy and constructive. And anonymity on the Internet is not a license to be inauthentic. Authenticity is strengthened through consistency.”
- Edify and Uplift. “We and our messages should seek to edify and uplift rather than to argue, debate, condemn, or belittle.”
- Respect Intellectual Property. “We should respect the property of other people and organizations. This simply means that you should not create your own content using someone else’s art, name, photos, music, video, or other content without permission.
- Be Wise and Vigilant. “Remember that the Internet never forgets. Anything you communicate through a social media channel indeed will live forever—even if the app or program may promise otherwise. Only say it or post it if you want the entire world to have access to your message or picture for all time.”
The response to Bednar’s remarks was positive, as many immediately starting using the new hashtag #ShareGoodness to create positive messages that highlight the good in the world around them.
There are many examples of brands that have used their influence to make a positive impact on their brand community and others by devoting marketing resources to highlight the goodness in humanity or to promote an important charitable cause. These companies create goodwill for their brand by such messages.
I would love to hear some of your favorite good-will promotion campaigns in the comments below!