Mass Communication: Is social media the new enemy of civil demonstrations?

“The way technology empowers social movements can also paradoxically help weaken them” (Tufekci, 2014, 00:18). These powerful words are still relevant almost a decade after. During a TEDTalk sociologist Zeynep Tufekci spoke about how social media is a double-edged sword in civil rights movements. In today’s globally heated political environment these words resonate with a new truth: is social media weakening movements?  

With the popular knowledge of how social media algorithms work, it has come to question just how much the companies (apps) control the feeds, and if they even censor it. The best example for this is TikTok’s recent ban that barely lasted 12 hours, many users came back to an app that “felt different”. Many speculate that the app was sold, while others noticed accounts being followed that weren’t before, and vice versa.  

Various civil rights movements were openly and virally being shared across TikTok bringing awareness to many global issues. From Black Lives Matter (BML), Stop Asian Hate, Venezuela’s march against alleged rigged elections, to Free Palestine, users across the world are now more aware of our global issues than ever. Because of this it is known that many people get their news from many social media outlets, but TikTok’s extremely global reach had brought news and trends from every country to every neighboring country, which some may call a threat to some governments. But this also opens the paradox Zeynep mentions as it leaves an opportunity to spread misinformation, making it difficult to distinguish between verified facts and misleading narratives. 

But how does this affect your business?  

From riots, looting, vandalism, and massive hordes, businesses are often caught in the middle of these manifestations. This brings worry to many local businesses, often debating whether to stay open, closed, and/or board up windows and doors. Here are 5 key actions to take into consideration if there is a manifestation announced/scheduled in your neighborhood: 

1. Stay informed & communicate transparently: 

   1. Follow credible news sources and/or social media pages that will frequently provide updates. 

   2. Keep your employees and customers updated through official channels 

   3. Remain in contact with local law enforcement & community leaders 

2. Security & safety measures: 

   1. Assess the security risks and take proper action (remain closed, board up windows and doors, consider online services if possible, etc.) 

   2. Have and discuss emergency plans with your team 

3. Support your community 

   1. In a responsible manner, share verified information 

   2. If safe to do so, offer water, first aid, and rest areas to protesters 

   3. If your business supports the cause, consider donating profits  

4. Prepare 

   1. For economic impact-be aware of the business’ insurance coverage 

   2. Prepare ahead for disruptions in supply and delivery chains 

   3. Have contingency plans for low economic state that may negatively affect profitability 

5. Maintain neutral, but empathetic stance 

   1. Acknowledge the movement without engaging/openly identifying with either side 

      1. Ensure any statements made from the business are genuine and align with the business’ values and isn’t just for show 

   2. Train your team in de-escalation techniques, to remain neutral during business hours, and have respectful interactions with all customers 

Take into consideration your clientele, no one knows your business’ target consumers better than you. How will your customers feel about your support, or lack thereof. Although often local businesses take one side or the other, keep in mind the effects this may have on your business. On some cases, this is a luxury many small businesses can’t take as the repercussions mat have long-lasting effects. 

At the end of the day, you know what is best for your business, employees, and customers. Remain informed, communicate openly with your employees, and supply chains, have safety plans in place, and prepare for all possible outcomes. Supporting your community will always be in the business’ best interest, however that may look. Taking a stance can be powerful, but it can equally be detrimental to your business. 

How will you prepare your business for possible movements in your community?