How Self-Starters Can Use Their Platforms to Advocate for Important Issues

That said, I know speaking up about the causes that matter to you can be easier said than done. While you should always exercise your right to freedom of speech, it might feel uncomfortable to do so when clients and customers (a.k.a. your income) are on the line. But according to Chanel Cathey, founder and CEO of CJC Insights, it’s important to use your platform to amplify your voice.

“Gone are the days when brands can stay neutral all the time, because consumers look for the brands they support to take a stand,” she explains. “Even if you’re freelancing or in a service industry like consulting or coaching, your clients and partners want to know who you are and what you stand for. They look to your expertise to lead the way.”

Still, using your platform to raise awareness for important issues can feel like foreign terrain. How are you supposed to mix advocacy with your business? Do you have to weigh in on everything? And, what are you supposed to do about those trolls? To help, three communication pros are sharing their tips for mastering the balancing act.

Do Your Research

Let’s be honest: We’re all guilty of reposting a funny video or inspirational quote because we see it on our friends’ feeds. (It’s textbook digital peer pressure.) But, when it comes to posting about the causes you care about, it’s important to do your research.

“Performative behaviors are the biggest mistakes, hands down,” says strategic communications consultant Emel Shaikh. “Make sure you are speaking up because you genuinely have a stance — not because everyone is doing it and you’ll get called out for not following the herd.”

Before you press the post button, think about why you’re sharing something in the first place. Have you done your research? What can you add to the conversation? And, above all, how will you continue your advocacy work beyond one post?

“Once you make your voice heard, follow through on it,” she adds. “Advocacy is not a one-time thing — if you are going to do it, go all in. If you need to ask for help so you can better learn and educate yourself, do so.”

Quality Over Quantity

So, do you have to post or respond to every single hot-button issue? Absolutely not. “Know that you don’t have to join in on every conversation or post every day,” Skylar Frederick, a social media and brand consultant, says. “Figure out ways that you can sustainably talk about these issues next week, next year, and so on.”

Authenticity is the name of the game, so it’s important to speak up about issues you genuinely care about. If you have a sustainable clothing company, you might have some thoughts about climate change. Represent a bunch of female-owned businesses? You might find yourself posting a lot about equal pay. Think about the causes that matter to you and how to talk about them on behalf of your brand.

“Take the time to think about how these issues relate to or impact your business, customers, or clients,” Skylar says. “What will advocacy look like for your brand? Is it sharing posts to your Instagram Stories or conducting interviews over Instagram Live? Will you create content in the style of your brand or utilize someone else’s content (after asking permission and providing proper credit)?”

Having a plan to show up for the issues you care about will strengthen your overall message.

Enlist Your Community

Just because you are the boss doesn’t mean you have to be an expert on every single topic. While it is important to educate yourself on important issues, you can also invite members from your community to weigh in.

“Amplify others’ voices, especially BIPOC voices, whenever possible,” Skylar says. “If you don’t have a direct connection to the issue you’re posting about, is there someone better suited to speak on that issue? The answer is almost always yes.”

(Psst…sharing the spotlight with your customers or clients can be a great way to create a sense of community on your platform.)

Trust Your Gut

Never underestimate the power of your gut. Over the course of my career, I’ve relied on my gut to communicate effectively and positively, express my opinion, and navigate sticky situations. When it comes to posting on social media, it’s important to pay extra attention to that feeling in the pit of your stomach.

“I always tell leaders they can’t fall asleep at the wheel,” Chanel says. “That advice goes both ways: It’s important to take the temperature of your content to make sure that it’s being received the way you intend for it to be. Read your post and re-read it out loud again. Always consider all of the possible meanings before you publish.”

If you want some extra reassurance, Chanel recommends creating an advisory committee of trustworthy friends and mentors. If you get their feedback and opinions first, you’ll feel confident that your tone and approach are spot-on.

Listen Up

Trust me, trolls are inevitable. I’ve received DMs from people criticizing everything from my personal beliefs to a story as benign as “The Worst Childhood Bedroom Trends.” (I give you full permission to laugh about the latter…I did!) But, instead of jumping to the defense, Emel says it’s important to listen.

“Although I whole-heartedly support speaking up for what you believe in, I also think it is important to remain professional,” she shares. “Listen to the feedback, try to digest where it is coming from, and examine your own actions to understand why you might have upset someone. Unfortunately, most of us are programmed to become defensive at the slightest conflict. But often, people who are upset just want to be heard. So, listen to them. If there is something you can do to fix the situation without compromising your own beliefs, explore that.”

It might be tempting to delete a nasty comment and pretend like it never happened, but Emel says it’s important to own any mistakes you make.

“It’s better to acknowledge if and when you might have upset someone rather than trying to sweep it under the rug,” she says. “The sweeping does not ago unnoticed, and it will likely hurt your reputation.”

Amen to that!

A special thanks to all for such an inspiring and informative conversation. Please give Chanel, Emel, and Skylar some love by following them on Instagram!

Hustler of the Week: Mahdis Azimi

Congratulations on Azimi Law! What inspired you to launch your own practice?

After being sworn into the Illinois bar in 2015, I worked as an immigration attorney for a community-based organization and two private law firms, respectively. I realized that while my employers did a lot of things right, they also did a lot of things that I thought were hindering their ability to really serve clients. I wanted to work somewhere that focused on continuing education to keep up with constant changes in the law, cared about the personal nature of clients’ cases, and prioritized work-life balance. I didn’t see any jobs like that out there, so I decided to go out on my own in 2019.

What’s your favorite thing about being your own boss? Least favorite?

My favorite part is, hands down, the flexibility. It feels so satisfying to make the big and little decisions, from choices about letterhead, to taking on new clients, to deciding on COVID-19 policies. Every aspect of my law firm has my personal touch, and I enjoy seeing the ways my personality can finally come through in my work. My least favorite part is definitely the money-adjacent stuff. Collecting on invoices and paying taxes (shout out to my arch nemesis, self-employment tax) is not fun, to say the least.

What is the best lesson you’ve learned since becoming your own boss?

That I’m good enough. I was so scared that no one would retain my law firm and that I would be a colossal failure. With every passing day, I realize that I am more than enough. When clients first started leaving former law firms and reaching out to hire me instead, I started to struggle with imposter syndrome. I remembered that they had a choice; not just a choice of “me versus my old boss,” but “me versus every other immigration lawyer in the country.” And, they were still choosing me. Years of experience and big names can only get you so far. Passion and determination will get you all the way.

Give Mahdis some love by following Azimi Law on Instagram, checking out her website, and subscribing to her newsletter.

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