For social media

From institutions to individuals, everyone, in one way or another, uses social media to communicate.

Each social media platform supports different media formats, guidelines and audiences.

If your social media posts include video or visuals, consider the following.

  • Is the language used inclusive? Ensure that your content uses gender-inclusive language. Avoid reinforcing stereotypes.
  •  Are diverse perspectives represented? Check if your social media content reflects a range of gender identities and experiences. This can help avoid perpetuating biases.
  • Have you considered ethnic nuances? Be aware of cultural variations in gender norms. Ensure that your content respects and embraces diversity.
  • Are visuals, videos, illustrations and images diverse? Evaluate the images used in your content. Ensure they depict a variety of genders in a positive and non-stereotypical manner.
  • Have you promoted gender equality in all messages where applicable? Confirm that your content encourages gender equality. Make sure that it does not reinforce gender-based discrimination.
  • Have you considered the impact of hashtags? Examine the hashtags you use. Make sure they are inclusive. Avoid inadvertently promoting harmful gender stereotypes or gender biases. For accessibility, you should use hashtags that capitalise the first letter of each word (e.g. #ThisIsGreat). Capitalising the words increases the readability of the hashtags for people using a voice assistant to surf the web.
  • Is the content accessible to all? Ensure that your content is accessible to individuals of all genders and backgrounds. Consider factors such as readability, language choice and cultural relevance.
  • Have I conducted a sensitivity review? Regularly review your content with a sensitivity lens. Identify any unintentional gender biases. Make necessary adjustments. A great way to foster a culture of feedback is to listen to your audience. In addition, organis internal reviews with a diverse panel.

Improving a social media post to have a gender-inclusive tone

Male professionals
zorandim75/stock.adobe.com

🤘 Get ready to rock with the Metal Industry Association! Join us for an electrifying event showcasing the latest innovations and trends in metal manufacturing. Don’t miss out on this metalhead paradise guys! 🎸 #Metalindustry #Manufacturing #Event #Metalhead #Rockon

The changes:

  • adapting the communication message and theme from rock metal to electricity and connection;
  • changing the image to show less of a gender stereotype and more inclusive representation;
  • removing the gendered word ‘guys’.

Improving a prompt for an artificial-intelligence-powered tool to have a more gender-inclusive tone

You can use an AI-powered tool (e.g. ChatGPT) to help you review, summarise or even create content such as video scripts or a social media post. AI is a powerful tool to improve quality and efficiency. However, an AI-powered tool can carry gender biases. Knowing this limitation and risk, we can fine-tune the content of the questions we ask the chatbot. In the example below, we ask an AI-powered tool to create a social media post. Notice the differences between the first and revised prompts – the revised prompt will bring about a more inclusive outcome in terms of the content. 

First prompt

Create a social media post for a new marketing campaign promoting baby nappies. We will have a 25 % off promotion for Mother’s Day.

Revised prompt

Create three proposals for a social media post for a new marketing campaign for baby nappies. The social media posts should address all parents and family compositions. It will have a 25 % discount code valid until the end of May.