Using social media to achieve social justice

Text Summit Staff

With the recent ousters of Travis Kalanick as CEO of Uber and Bill O'Reilly from Fox News due to surrounding allegations of sexual harassment, the power of social media that led to such quick corporate decisions have come to the forefront of national discussion.

In a story by technology writer Farhad Manjoo in Monday's New York Times, platforms like Facebook and Twitter have given users "a huge megaphone with which to shape corporate ethics and practices. ... In a nation where politics have grown pitched and sclerotic, fighting brands online suddenly feels like the most effective political action many of us can take."

“Social media is actually a lever for social justice. It’s a way of leveling the playing field," says Shannon Coulter, marketing consultant and co-founder of Grab Your Wallet in the story.

"(S)uddenly what matters isn’t what an ad says about a company, but what your friends think about that company," writes Manjoo. "Just about every cultural sentiment — even what to think about a piece of corporate messaging — comes to you filtered through a social feed."

Click here for another NYT piece from last week that addresses how advertising brands grapple "with the rapidly spinning wheels of social media, increasingly polarized consumer groups and a new set of potential ills beyond the usual list of sex, violence and crude language."


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