Social media has amplified the voices of many minority groups. Throughout all of the injustices, we are now able to bring them to light and join together.
The Crown Coalition formed to ensure protection against discrimination by extending statutory protection of natural hair texture and protective styles in the workplace and public schools for black girls and women. They have called on many to sign their petition to get all states on board with this legislation, but the best thing they’ve done is create social media pages that support black girls and women.
Suddenly, the understanding has spread that there is a supportive community available that is always one click away. Through their social media platforms, The Crown Coalition can encourage, educate, and spread valuable information to people who may be unable to physically connect.
Black girls and women need to see themselves being represented in their natural states. The pressure to modify to fit in can be acknowledged and understood as something that they do not need to claim. It is truly empowering to be able to pull up resources regarding natural haircare or guides regarding how to deal with microaggressions.
But what The Crown Coalition must work on is its posting consistency and its social media ads. Their opportunity to raise awareness is there for the taking, but not establishing a consistent social media presence will keep their audience size limited. They are working against a new algorithm that does not recommend as much as its previous form did. Social media is now described as a pay-to-play space, so without investing in an ad budget, they would not be able to break ground with just posting alone.
The Crown Coalition relies heavily on its celebrity and foundation connections, which may explain why it never sought out paid social media ads. But relying on its connections also forms a barrier with its followers as their need for more relatable content rises. Organic posts are what win followers over as they are seeking authenticity. This brand will benefit from identifying brand ambassadors to produce authentic and relatable content.
Once I completed my social media audit, I created my marketing plan to obtain new connections while maintaining their audience in its entirety. In this plan, The Crown Coalition will post 5 times a week on both Instagram and TikTok. This will keep them on their followers’ timelines where they can engage, encourage and educate.
After 3 months of consistent posting, identifying brand ambassadors, and boosting social media posts, they should see growth in their follower counts. They also should observe a higher engagement rate, which would support their goal to spread awareness. This growth can be taken and built upon once they do not abandon being consistent and continue to nurture it.