Social media provides the way people share ideas, content, thoughts, and relationships online. Social media differs from so-called mainstream media in that anyone can create, comment on, and add to social media content. Social media can take the form of text, audio, video, images, and communities. (Scott, 2017). With the blurring of the marking, PR, podcasting and online videos toolkit, the impact of social media on society is quantifiably stronger. This strength creates questions of responsibility, as well as cultural implications.
Jay Baer, President of Convince and Convert aptly points out, “If social media is going to be a public ‘face’ of organizations, and drive kinship with the populace, we have to do more than rely on a bunch of 30-year-old white people to do so,” (Baer, 2018). It is imperative that the crafting of messages and the relationships being built are indicative of a broader scope of influence, hence calling for a stronger focus on diversity and inclusion to do so. Media delivers the message and is quite literally the message itself. An equally important aspect is to listen to what the audience needs and wants. By doing so, the message will be readily available to fulfill those needs at the precise time they are needed, (Scott, 2017). If the messages are primarily created by a segmented and profoundly influenced demographic, there will be a gap in reaching those outside that group, thereby leaving them with unmet needs and missed business opportunities.
The CEO of Emma Bowen Foundation, Rahsaan Harris has witnessed the successes and failures of being mindful of the importance of diversity and inclusion, (Harris, 2016). While many may taut that there is an almost spiritual aspect of focusing on diversity, Ms. Bowen points the importance of diversity to the bottom line. Companies fair better with they are concerned with diversity. The concept of being diverse also impacts relations with clients, the hiring process, as well as fostering a stable environment for success.
Emma Bowen shares her 3 C’s of Diversity that creates a greater sense of inclusion; Commitment, Culture, and Communication, (Harris, 2016). Change starts at the top with an investment of maintaining a diverse mission. Culture incorporates everyone; therefore, all are involved in keeping a watchful eye to meet the overall needs of co-workers and clients, without losing the audience or missing the mark. Communication is open and transparent throughout the culture to support the relationship focus and to mentor within the company. Ms. Bowen goes on to share that through the 3 C’s, the transparency and mentoring serve well to equip interns to learn to respond appropriately, as well as be a catalyst to prevent a lack of inclusion or diversity. This type of leadership will most certainly serve as a role model for others to follow.
Baer, J. (2018). Blinded by the White: Social Media and Diversity. Retrieved from Convince & Convert: http://www.convinceandconvert.com/social-business/blinded-by-the-white-social-media-and-diversity
Harris, R. (2016, June 15).Diversity and Inclusion in PR: Creating real change by debunking diversity myths. Retrieved from PR Week: https://www.prweek.com/article/1398346/diversity-inclusion-pr-creating-real-change-debunking-diversity-myths
Scott, D. M. (2017). The New Rules of Marketing & PR.Hoboken, NJ, U.S.: John Wiley & Sons.