‘The Kick’ that illustrated the power of Social Media
If you’re like me, an AFL fanatic, you would be aware of the recent photo posted on Facebook of AFLW star Tayla Harris. The photo displays Tayla kicking the football during a game of AFLW that is now being dubbed ‘the kick’. ‘The kick’ enabled the AFLW to take a stance on a social issue, gender inequality, heres how:
Despite the extraordinary photo, The post attracted vulgar comments from social media trolls and sexist comments were made toward the star player. Which only exemplified the ability of social media to give a platform to those who have negative/sexist views toward women in sport. However, it also showed the ability of social media to show support toward people who have been abused, and to call out injustices within our society, with many showing their support online after the attacks. Most importantly, AFLW were prominent in taking a stand on their social media, which I believe, conveyed a message of what they represent.
In response to this, AFLW were able to utilise the depth of the situation to the advantage of their brand, by showing support to Tayla. Using the silhouette as the newly designed logo proved to have a positive reaction throughout social media from fans. It would have never been achieved without the power of people on social media, who showed support in reaction to the online trolls. The logo change conveyed a message of what AFLW represents, the empowerment of women in sports.
A recent study (see link below) showed that 66% of respondents believed it was important for brands to take a stance on social issues. The study also showed that 58% of respondents were more receptive to brands who communicated issues on social media over other platforms.
So begs the question, Is it important to you that brands take a stance on social issues? And would you consider social media to be the most effective tool in communicating this?
Joel Davies -s3795681
Digital Marketing, Monday 830-1030am
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