#BlackLivesMatter is reported to be the most influential racial equity movement since the 1960s civil rights era as people from all over the world went to protest on the streets (Ince & Dunivin 2022). It is a global movement that aims to eradicate white supremacy and violence against the black people community. This type of movement has been going on for years, but after the incident of George Floyd, it exploded in massive outrage globally. People began marching to challenge police brutality and the racial injustice happening in America (Georgetown University 2020). This movement spread globally through the help of this little symbol, # that we call a hashtag. How does this symbol help spread this movement?
Protesters march down 5th Avenue in New York City in anti-police brutality demonstrations on June 10, 2020 (Simonetti 2020). Picture by David Dee Delgado/Getty Images.
A # symbol is an essential tool in digital marketing, containing links to the words attached, allowing people to find relevant content. It is a grouping of the same or similar content, which create subgroups of digital communities of those who interact with it. Many organizations use their branded hashtag to generate user-generated content or jump on trending hashtags to create popular content (West 2021).
“Many more people are interested in finding their community or growing the one they already run. Hashtags provide a tried-and-true method across nearly every social media platform.”
- Founder of the hashtag, Chris Messina
So, it is an immensely powerful symbol that impacts the overall content performance, which is a strategic plan to make content go viral or attract the targeted community. This symbol can be used for plain fun, such as a TikTok challenge, and now evolved to the usage of amplifying messages, such as politics and activisms (Smith 2023).
In summary, these are what the powerful little symbol can do:
Provide easy option to find content/brand
Helps to add extra context to the content
People started using the #BlackLivesMatter tag to discuss and support the movement across all social media platforms and street protests. As a result, victims and survivors came out to share their personal stories. The art of storytelling is a strategic device that pushes the building of politics through a ‘people over power’ narrative focusing on moral urgency and emotional frames (Vromen 2017 p5). This action helps gain more allies and turns the support into efforts in statehouses and the voting booth (Georgetown University 2020).
The Conversation team also found that numerous people did online searches for the #BlackLivesMatter indicating that the mass rallies did raise awareness of the movement's actions and causes (Ince & Dunivin 2022). 23% of adult social media users in America have changed their view on this political/social issue through online research (Murphy 2021). Both the hashtag and the protest help the public learn about their aspirations and plans towards social change, which pushes people to rethink the social problems that still exist in the community (Ince & Dunivin 2022).
Vromen also supported this statement that it drives established organizations to rethink their support of this cause through their staffing structures, offline and online engagement, and efforts to donate and fundraise (2017 p 6-7). Organizational commitment to racial awareness became an obligation rather than an option (Murphy 2021). Hence, big companies joined the cause by speaking up on the issue and implementing actions within and outside the brand.
Nike is known for using their advertising campaigns to make political remarks, particularly regarding Black Lives Matter. The global firm has a long history of dealing with diversity and inclusion by supporting Black athletes and upper management. They published a video statement on the Black Lives Matter movement, urging viewers to pay attention to the turmoil taking place in front of them, and it received tremendous support and acceptance from the public (Murphy 2021).
Other than that, under the direction of CEO John Donahoe, the company continued to reform its executive leadership team, advancing Felicia Mayo, a Black woman executive, as the diversity chief in July 2020. Plus, as part of the company's internal goals (Purpose 2025 Targets), they collaborate with Converse, Jordan Brand, and Michael Jordan, pledged a total of $140 million over 10 years to local and national organizations to fight racial inequality for Black Americans, a programme known as the Black Community Commitment (Murphy 2021).
All in all, the symbol # represents the label or term of any topic that people can engage with others. It is a powerful tool to relay impactful messages such as this movement. It creates a global-wide community, influencing individuals and organizations to be part of social change. Of course, there are so many obstacles left that we must face towards racial justice, but we must continue this effort of helping those in need. Let us all be part of the change.
Georgetown University 2020, Black Lives Matter: From Protests to Lasting Change - Business for Impact | Georgetown University, Business for Impact | Georgetown University, viewed 29 April 2023, <https://businessforimpact.georgetown.edu/uncategorized/black-lives-matter-from-protests-to-lasting-change/>.
Ince, J & Dunivin, Z 2022, Black Lives Matter protests are shaping how people understand racial inequality, The Conversation, viewed 29 April 2023, <https://theconversation.com/black-lives-matter-protests-are-shaping-how-people-understand-racial-inequality-178254>.
Murphy, Y 2021, Blackout Tuesday 2020: One year later, what have companies done for Black lives?, Vox, Vox, viewed 29 April 2023, <https://www.vox.com/the-goods/22463723/blackout-tuesday-blm-sephora-starbucks-nike-glossier>.
Smith, A 2023, Hashtags: What they are and how to use them effectively, Sprout Social, viewed 29 April 2023, <https://sproutsocial.com/insights/what-is-hashtagging/>.
Vromen, A 2017, Digital Citizenship and Political Engagement The Challenge from Online Campaigning and Advocacy Organisations, 1st ed. 2017., Palgrave Macmillan UK, London.
West, C 2021, The Complete Guide to Hashtag Analytics, Sprout Social, viewed 29 April 2023, <https://sproutsocial.com/insights/hashtag-analytics/>.