The instant gratification of followers, likes, comments and interactions across social media platforms can be cutthroat in the world of marketing. When it comes to planning a social media marketing strategy, it is important to remember that behind every social media account you are trying to reach is an individual, who is essentially looking for approval and validation.

Social media can very easily become a toxic environment, rather than being a space for individuals, businesses, and groups to connect with each other and the things they like. It is important that marketeers, businesses, and influencers alike look at the broader impact of the content they share and the potential mental health impacts.

There are many social media platforms which have been identified as being potentially harmful to mental health, with Facebook and Instagram often cited as responsible for triggering depression and anxiety. 

Over the past decade, a more critical view has formed of social media and its links to mental health issues, with various studies linking feelings of negativity on social media to mental health issues in everyday life. In particular, the development of the Bergen Facebook Addiction Scale and the growing awareness of Problematic Social Media Use (PSMU) and Fear Of Missing Out (FOMO),  has propelled social media use to the spotlight in terms of mental health.

However, in 2016 a systematic review of social network sites found that social support, connectedness, and positive interactions can lower levels of depression and anxiety. As businesses owners and marketeers, the dependency which many individuals have on social media is something which we all need to seriously consider when planning social media for business strategies.

How can marketeers and social media for businesses help with supporting wellbeing?

Rather than contributing to mental health issues, careful use of social media can ease potential problems when the correct strategies are implemented, such as:

  • Fostering a community – Those who use social media want to feel a sense of community, and your business can foster this by creating a space where your customers and followers can belong. Not only will you increase brand awareness, but you will also create a safe community where your followers feel safe
  • Provide links to support – It is important to monitor the posts which are shared within your social media community, so that you can provide links to support where needed. For example, charities such as Mind and the Samaritans offer helplines which supports those with mental health issues.
  • Combat bullying and hate speech – Providing a space on social media for your customers to interact can create a potential platform for bullying and hate speech. It is important to act responsibly, so never allow users to post anonymously, allow other users to report individual accounts and always block those from your page or group who are not being respectful of others.
  • Try to identify with your followers – Before posting on social media, consider the post through the eyes of the demographics which follow your business. For example, choosing a particular image of a teenage age girl may encourage your followers to idolise particular characteristics. Rather than encouraging your followers to strive for something which is unattainable, through the use of airbrushed and manipulated images, carefully choose images which your audience can relate to.
  • Incorporate positive messages into posts – Your social media campaigns can be designed in a way which boost self-confidence and provide support for your follower’s well-being. The interactive nature of social media will provide your company with the ability to engage directly with followers, so use this as an opportunity to share positive and uplifting messages. Your commitment to ethics and community support should extend throughout your business, so use platforms such as a Facebook and YouTube to share your good deeds. Encourage your followers to get involved, after all, positivity fosters positivity.
  • Careful use of influencers – Influencer marketing is an important tool for many businesses; however, it is important to ensure campaigns are executed in an ethical and mindful way. The best Influencers will have a large base of followers who trust their recommendations, so naturally their social media platforms are a great advertising choice. The influencers often create their own content which incorporates products as part of a paid ad, so it is important to choose the influencer carefully. By linking your business to an influencer, their own opinions, values, and approach to ethical social media will be reflected to your customers.

As they saying goes ‘there is no health without mental health’, and fortunately we are living in a time where wellness, self-care and mental health is taken seriously. However, this was not always the case and for many years individuals were unable to open up and seek the help their desperately needed. It is through the ongoing efforts of health care professionals, influential voices, businesses, marketeers, and the individuals themselves that mental health awareness is improving.</p> <p style=”caret-color: #000000; color: #000000;”>As a team we are committed to raising mental health awareness through social media for business use. If you have any best practices you would like to share which you feel would benefit the social media space, please let us know. Alternatively, if you are looking to create a more ethical approach to your social media strategy which considers mental health, please contact our experienced and committed team today.