07 Jun Somention creates 4 ‘Social Principles’
There is much public discussion about the use and influence of social media. What does social media do to the self-image of young people? And to what extent can content on social media influence behaviour? Somention researched this growing impact and presents: the Social Principles.
As a social media agency, Somention feels responsible for the conscious use of social media. “Through our position in the social media landscape and the content we create for our partners, we influence how people use social. Our goal is to make a positive contribution. We are aware that we cannot solve all the negative consequences of social media, but as an agency, we are close to the fire and want to take responsibility for this.” – says Diederik Chevalier, founder and CEO of Somention.
That is why the agency, as experts in this field, is launching the ‘Somention Social Principles’. These are guidelines that provide guidance in creating content, advertising, and community management. Charlotte Koeleman, CCO and partner at Somention: “With these Social Principles, we can advise brands on how to deal with certain sensitive situations. We speak out on how we believe brands can best present themselves and how they can advertise and build a community in a responsible way.”
To arrive at the Social Principles, research was conducted with the help of focus groups that mapped out the advantages and disadvantages of social media. The research resulted in four topics that were translated into statements that can be used throughout the market. Somention wants to inspire marketers and social specialists to be more conscious of content creation and community management.
▶︎ On social media, things are often presented in a more attractive light than they actually are. This can lead to a negative self-image for the recipient. All content and online conversations from a brand should be real and authentic. It is important that the communication is open and transparent and that the content reflects what is going on in society. Make sure minorities are properly represented and never exclude anyone based on gender, sexual orientation, background, or skin colour. Stand for inclusion and real stories from real people: that way we can all work together to create a more realistic picture on social media.
▶︎ Young people are vulnerable and easily influenced by social media. Do not create content aimed at minors, unless it is purely informative, or if the message is socially responsible. The Children and Youth Advertising Code (KJC, Stichting Reclame Code) should also be considered on social media.
▶︎ Social media influence behaviour with possible consequences for mental health, such as depression, loneliness or anxiety. Make a real connection with your followers and start a conversation with them. Always try to make a useful contribution or have a positive impact with your social media presence as a brand. Create and apply community guidelines, such as how to deal with bullying, racism and hate speech.
▶︎ There is a lot of fake news and disinformation on social media. When you spread information as a brand or company, you are always responsible for the content. Share facts that are true, verify and name your sources. Avoid clickbait content and spreading misleading information.
The 4 Social Principles of Somention in short:
1. Be authentic: all content and conversations should be real, authentic, transparent and inclusive. Content must reflect what is happening in society.
2. Take responsibility: do not create content aimed at minors, unless it merely provides information, or if the message is socially responsible.
3. Engage: make a real connection with your audience and engage with them. Create content that contributes to a positive impact and apply Community Guidelines.
4. Stick to the facts: when you disseminate information, you are responsible for the content. Make sure it is true and based on reliable sources.