Educational Articles

The Role of Social Media in Furthering Black Progress

For years, the use of social media has been on an exponential rise. A study from the Pew Research Center estimates more than 70% of adults in the U.S. are active users of social media plat- forms like Tik Tok, Instagram, Twitter and Facebook. These out- lets have served as avenues for self-expression, unity and sharing of ideas. For Black people around the country, they have been a place to share resources and encourage Black progress and suc- cess. In May of last year, following the killing of George Floyd, Pew conducted an analysis of tweets and found nearly nine million posts contained the “BlackLivesMatter’’ hashtag in that month alone. The use of other hashtags supporting the movement also grew exponentially as investigations began for the cases of Bre- onna Taylor, Rayshard Brooks and Ahmaud Arbery. On June 2, well over 28 million pictures of black squares flooded social me- dia timelines. Many of them were posted solely with the hashtag “BlackoutTuesday.” The squares were intended to show gestures of solidarity for justice following the recent shootings and acts of police brutality.

As users follow people and accounts on social media, they tai- lor their experience to consuming content they consider relat- able, useful or inspirational. Posts about hair products for Black hair, Black-owned products and businesses, wealth and finan- cial advice, healthy relationships and awareness for racial justice events are among some of the widely-shared topics. Pew reported in 2020 that 55% of Black social media users between the ages of 18 and 49 posted at least one picture that year showing support of a cause related to racial justice and equality. The study also found that 60% of Black users interact with social media to find other people who share their views about important political or social issues, compared to 39% of white users. At a time when promotions are half the task of running a busi- ness, social media provides a space for free marketing with cre- ative strategies based on a company’s individual needs. In the world of social media, outside of sponsorships, creativity ranks higher than monetary resources, giving both Black and white businesses equal opportunities for exposure. As the resources for knowledge and financial assistance are often limited among

Black businesses, an active social media profile can provide some compensation for this disparity. A study from the Center for Media and Social Impact sug- gested these outlets help “level a media playing field dominated by pro-corporate, pro-government and anti-Black ideologies.” Advertising through these platforms allows for consistent expo- sure as users like, share and comment on posts without having to purchase products. Customers can also tag their favorite brands in their posts and stories, instantly bringing new eyes to these products. These platforms also serve as a hub of knowledge and ex- perience for people wanting to start businesses. Owners post Pew conducted an analysis of tweets and found nearly nine million posts contained the “BlackLivesMatter’’ hashtag in that month alone.

content, respond to direct messages and host live videos an- swering viewers’ questions about specific topics. This creates an accessible source of discussions and resources to address specific needs within the Black community from those with current experience. Just as social media has brought greater attention to world- wide protests and demonstrations around racial justice, a comparable amount of attention has been placed on the ex- cellence that thrives daily in Black communities. It provides people, especially the younger generation, with an outlet for expressing their identities that may be partially concealed throughout their everyday lives as they mix with a predomi- nantly white society. Pictures show fashion trends inspired by 90s Black culture. Videos show daily routines for wellness and fitness habits. And written posts and captions provide mo- tivational insights on approaching and living in the current political climate. This all exists alongside humorous posts that bring temporary relief from the stresses encountered through efforts for activism and awareness.