When and How Should your Brand Address Controversial Issues and Topics?

I was recently asked an excellent question by a reader, via email. The question went as follows:

Hello Ms. Agnes, I enjoy following your site and continue to learn from your expertise as I branch out. If you do not mind, I have a question about a tweet you posted that some might say is controversial (Hillary Clinton’s abortion response). I think it’s perfectly acceptable for a responsible professional to express their thoughts on a matter, or it’s not authentic. I understand your tweet did not express a “position,” but I know some can take it that way. In a world that seems to insist the professional separate himself from so much as mentioning social issues, I am surprised and impressed that you are comfortable doing so.

How do you decide when to include potentially controversial content on your Twitter page or elsewhere? My own approach might be to make it as relevant as possible to my professional area. So if I have a cause I care about, I’d relate an example of civil communication and believe that would cover that. Still as in your post, I never imagine actually using the “A-word” or other controversial word in the tweet! I’m still quite timid, and don’t want to alienate a future following. But I want them to know me and what they’re getting — full package, but responsibly so. Thank you again for sharing your expertise and helping make the online world a better place.

The tweet being referenced within the above question was the following:

A very well-spoken, intelligible woman: Don’t Ask Hillary Clinton About Abortion If You Can’t Handle Her Answer http://t.co/r2u8yWJaMJ

— Melissa Agnes (@melissa_agnes) November 14, 2013

Answering the question of when to address controversial issues / topics online

Though it’s true that I did not express my opinion on the matter of being pro-choice or not, my reader is right in stating that it could have raised a controversial issue for myself and potentially Agnes + Day in extension.

This is an important question to address, since many aren’t quite sure where to draw the line. Whether speaking on behalf of a corporate or personal brand, it’s important to ask and answer questions revolving around this topic in advance, giving you something to fall back on when unsure. These questions include:

• Where do we stand on the types of controversial issues that can or do come up within our industry?
• What types of societal, political or otherwise issues do we choose to address, respond to or make part of our corporate culture, if any?
• What language are we to use and are we not to use when addressing these issues?
• Are we willing to alienate a portion of our market do to this?

If you take a look at organizations such as Chick-Fil-A and Oreo, they both took a stance on a controversial issue, they both alienated a portion of their market, and they both held firm on their stance. Today, both brands are thriving.

Contrarily, if you take a look at Susan G. Komen who attempted to make a stance, went back on it and then couldn’t decide what to do or where to stay, well, take a look at how they’re still attempting to pick up the pieces by reading this article.

The point is that this is a personal decision that needs to be made. Yes, being transparent and real is a good thing. We’re all three-dimensional and allowing others to get to know our different dimensions can be extremely rewarding. There’s also such thing as being too transparent, but where this line gets drawn is entirely up to you – and should be clearly and confidently determined before an issue arises.

In case you’re interested, here’s my personal professional stance on the subject, which is what I replied to my fabulous reader with the great question!

You pose a very thoughtful and important question. The answer is very personal, to ourselves as well as to our organizations. It’s a matter of thinking before each tweet and analyzing the potential risk, if it’s worth it and what it means for you/your organization. The answer will be very different to each person and brand.

In my case, there are certain issues that I choose not to touch on publicly, but they are few and far between. The issues or topics that I choose not to express my opinion on is simply because I feel there is no point. They are topics that I’m not extremely passionate about and/or I just feel would not be worth provoking a dispute. However, I am certainly a three dimensional person and I am also confident in myself and the things that I do or don’t support. That said, I always reflect before I post anything and I often choose to be true to myself. If I alienate a person or a group of people from following me (or hiring me) because of it, well, the truth is that I don’t mind. I would rather build real relationships with other people who want to get to know me, then worry about the few that may object to my opinions.

Like I said, it’s a personal decision. However, I do believe that you get more out of life and social media when you are honest and true to yourself. However, the amount that you choose to share is entirely up to you, for whichever reasons you may have, one way or the other.