Here’s a mind-boggling stat for you: there are over 4 billion social media users today – and that number continues to grow as more and more of the world population gets online. What used to be an internet landscape of nothing more than forums and blogs has evolved into an indispensable public utility that allows individuals and organisations to connect, share, and engage with a global audience.
But as Uncle Ben said:
For every piece of social media copy I write, every video I edit, every graphic I make, I ask myself: is this content universally accessible? In this post we will explore strategies and best practices for creating content that is accessible to all, fosters inclusivity, and effectively manages and responds to any potential backlash.
Accessibility
Accessibility in social media content creation is about ensuring that your content is available and usable by as many people as possible, regardless of their abilities or disabilities. The legal requirements of accessibility vary from country to country. Austria, Belgium, Malta and Spain, for example, have statutory accessibility requirements for both public and private providers. Meanwhile, in the U.S., over 2,500 lawsuits filed in 2020 had to do with public-facing websites that were not accessible to the public. But more than just being a legal requirement, accessibility is also a matter of inclusivity and social responsibility. Here's how you can make your content more accessible:
1. Test for Screen Reader Compatibility
If you’re new to developing accessible content, you might not know what a screen reader is. Screen readers are a type of software that enables the visually impaired to access information on computers and smartphones. They translate web pages by reading HTML files directly, and should include everything a reader might need to understand the contents of the web page.
It’s important to regularly test your content with screen readers to ensure compatibility. This will ensure that users with visual impairments can navigate and understand your posts.
2. Use Alt Text for Images
While we’re on the subject of screen readers, make sure to include descriptive alt text when posting images.
Alternative text/Alt text is a short written description of an image that helps people with visual impairments understand the content through screen readers. It also has the added benefit of improving SEO, so it’s a win-win! When publishing to Facebook, Twitter, or LinkedIn in Meltwater Engage, you can click “Edit alt text” to add text to any attached image.
3. Provide Captions and Transcripts
Similarly to using alt text to help the visually impaired understand your visual content, always provide accurate captions or transcripts for videos and audio content. This assists individuals who are deaf or hard of hearing, and those who prefer to consume content silently.
4. Choose Accessible Fonts and Colours
Select legible fonts and colour schemes that are easy on the eyes. Avoid using text on busy backgrounds or colour combinations that may be hard to distinguish for those with colour blindness. Use font sizes that are as readable on desktop as they are on a phone screen.
Typically, sans-serif fonts offer slightly better readability compared to serif fonts, and remember to maintain a strong colour contrast between your font and background! This ensures that your text is as readable as it can be.
Inclusivity
Inclusivity goes beyond accessibility, focusing on creating content that welcomes and resonates with diverse audiences. It's about acknowledging different perspectives, backgrounds, and experiences. At Context for example, we cater to a wide range of people from all over the world, so it’s important to consider cultural and social nuances when creating content. Here are some strategies to make your content more inclusive:
1. Diverse Representation
Ensure that your audience can see themselves and relate to your posts by including a diverse range of various races, ethnic groups, socioeconomic backgrounds, and other identities in your content. Avoid stereotypes and ensure that your posts reflect the variety of backgrounds and identities in your target audience.
2. Be Mindful of Language
Pay attention to the words you use. Avoid slurs and offensive language, of course, but also be mindful of microaggressions – subtle remarks that demean or marginalise people based on their identity. Promote respectful and inclusive communication, and keep an eye on the comments especially when posting content related to contentious or sensitive subjects.
It’s helpful to have a clear comment policy in place that outlines what constitutes an offensive comment and what actions the publication will be taking when this happens.
3. Engage with Your Audience
When it comes to learning how to communicate with your audience, there is no better resource than the very people you’re targeting. Encourage discussions and feedback on your content from your audience. Genuinely listen to their concerns and be willing to adapt your content to address them.
4. Collaborate and Amplify Voices
Collaborate with creators from different backgrounds to promote inclusivity. Share content from underrepresented voices to give them a platform and amplify their message.
For example: addressing the challenges faced by Indigenous communities is paramount in discussions about the climate crisis. When we delve into topics concerning Indigenous Peoples, we make an effort to place their voices and narratives at the forefront. This means featuring them prominently not only in our articles, but also in any accompanying videos or graphics associated with the story.
Putting these practices in place will allow you to foster a truly inclusive community and will allow your content to truly resonate with a global and diverse audience.
Backlash
Social media is a space where content creators can face both praise and criticism. While it’s common for publications to encounter “trolls”, sometimes backlash arises from legitimate concerns from your audience.
No matter how well you prepare your strategy and consider your audience, dealing with backlash is an essential skill to maintain professionalism and protect you and your brand’s online reputation. Each particular incident or situation will be different, but here are some strategies you can apply to handle backlash effectively:
1. Stay Calm and Considerate
When faced with criticism, avoid reacting impulsively. Take a step back, evaluate the feedback, and respond thoughtfully rather than defensively. I like to take a minute to get up from my desk and walk around before coming back and looking at the feedback again. Before I do anything else, I also notify my teammates of the comment we have received – there could be some insights or perspective that I’m overlooking.
2. Apologise When Necessary
If you make a mistake, admit it, and apologise sincerely. Honesty and accountability can go a long way in diffusing tense situations.
3. Learn and Grow
Use negative feedback as an opportunity to learn and improve. Demonstrating a willingness to evolve can help rebuild trust.
4. Set Boundaries
When bad actors are involved, it can be essential to block or mute any users who engage in harassment or hateful behaviour. Prioritise your mental well-being and safety, as well as that of your community.
I started this series with an important point in mind: being a social media manager today is more challenging than ever – but it’s also more rewarding. Thinking about accessibility, inclusivity, and navigating strong opinions on the internet adds an additional layer of complexity to the role, but it’s vital to ensure that we’re building and serving strong communities along the way. I am by no means perfect, and often I will make mistakes, but the assurance that I’ve done my best to ensure that our content can be read and digested by everyone is what keeps me going.
