Do we know what we’re specifically trying to accomplish with our diversity, equity, and inclusion (DEI) content on social media? We’re considering:

  • Defining goals: Is the goal for employees or customers to see us taking a stand on social media, to signal how our companies are changing, to move the needle in society, or something else?
  • Identifying ownership: Whose responsibility is it to define your DEI goals — brand teams, business resource groups, executive leadership, DEI functions, etc.?
  • Determining success: How can you know if you’re doing DEI work “right” if you haven’t yet defined your brand’s “why” for doing it?