When I had my jewelry business, I avoided talking about religion and politics online. I did not want to have separate accounts for such issues so I left it alone. Now I'm free to write and say what I want - I kinda love it. It got me thinking, with this change in political climate, what should a business person do who strongly opposes what is going on in our government and their online presence? I'm not talking about big businesses like Nordstrom or LL Bean. I mean small business, mom & pop shops, etc. who can't turn a blind eye - especially if legislation changes may impact their business (ie: who they hire, where they get their materials, obtaining a loan).
You don't want to scare customers away or turn off new ones because they don't agree with you. When I had Pulp Sushi, I would not have written An Open Apology or You're Not A Feminist? on that blog. As a business/brand, you have to think twice before shooting off online. Ask yourself what you think could happen when you post something? Let's say you sell knitted kids hats, your customer base is mostly moms. Are you going to share a link to an article is against increasing paid maternity leave because you believe that maternity leave is generous enough as it is? What if you share a anti-Hillary Clinton meme? Do these things reflect what your business is about? Is there a chance that there may be a backlash? I said I wasn't going to talk about big business, but it's okay for Anheuser-Busch to make a political statement about immigration during the Super Bowl. They have been around since 1852 and made the commitment to use their products to promote a better world. For the most part, they keep the politics off their Twitter and Facebook.
Let's flip this around. You're a handmade soap seller who locally sources their ingredients and rely on local farmers who employs immigrants, you announce in your shop that a percentage of all sales goes toward the ACLU and Sierra Club, you market your soap as a way to "Wash off 2016 election FILTH!!" (go ahead soapers, you can use that). How about you make cards that say "Orange you glad I didn't grab your pussy?" It is CLEAR that you promote your activism through your products and you are catering to specific group of people, more power to you, your social media can be a part of that branding for your business easy-peasy.
Perhaps you're ready to make that change and you want to bring more social awareness in to your business. You can introduce issues into your business slowly, maybe donations for sales of one specific item goes towards a cause, and as you promote that item, you can share additional information on social media about the charity or the general cause. Raise awareness without coming across as preachy. People don't like to be preached too. Just look at the backlash celebrities get when they get political. While the "experts" say you may be killing your business, I think there is a way this can be done smart and tactfully. You may lose some followers, but you can gain so many more once you provide more meaning to your business.