3 ways media exposure is good for business

You know the saying all publicity is good publicity? We’ve all heard it, and maybe to some degree, it’s true. But some really bad publicity has definitely put people out of work.

If fear of failure, insecurities, and limiting beliefs are holding you back from seeking media exposure for your business, let me tell you a secret.

Even the most successful, wealthy, powerful, and famous people fear failure, are insecure, and suffer from imposter syndrome – maybe even worse than we do. They’ve got farther to fall. Am I right?

However, over the last year, I have learned a thing or two about publicity and overcoming self-doubt. Not going to claim expertise in this area just yet. But I did want to share some of the lessons I’ve learned.

Media exposure gives you confidence

You might be feeling a little fish out of water-ish for being considered an “expert” but rest assured you are one. And nothing proves that more than being on TV, or seeing your name in Forbes.

Honestly, I never considered myself to be an expert in much of anything. Most of my life I’ve been surrounded by people smarter than me.

But go into a group of people that don’t know you and share what you do, and they might as well think you’re the President of the United States! (Ok, sorry, maybe that doesn’t have the same oomph as it once did.)

screenshot of a yahoo finance article about second hand clothing that kara was quoted in
Where it all began…

But I honestly had so many people tell me that, “everyone needs a great copywriter or content marketer!” “Love that you’re in the social impact space!” “Your work and knowledge and expertise are so valuable!”

Apparently, I am an expert in these things! I am good at them and people can learn something from me. Apparently.

Phew, baby steps here, you guys.

Just know, we all struggle with feeling like we’re the expert. But putting yourself out there and sharing simply what you know, will reassure you that you do indeed have something to share with the universe. And getting that media exposure will give you that boost of confidence you needed.

Building community and trust is essential

Community is at the core of what we do at Social for Good. The whole point of using social media for GOOD is to build a community. Create connections and relationships and provide meaningful support and interaction. Social media does not have to be sleazy, and neither does being in the media.

When there’s so much negativity in the world, the best thing to do is to show up. Shine your light to inspire others. As Chris Winfield would say, “The extra mile is never crowded.” So, show up, be yourself, create an intentional community and your business will thrive.

Kara Hoholik and Chris Winfield in Be on TV Bootcamp Coaching Call

If you’re looking for the express train, this is it

Nothing will fast-track you toward your goals more than some good old-fashioned publicity. You can try to go viral on TikTok. (I mean, I’m trying but I just can’t let go of my side part). Or you can build relationships and connections with people in the media. Share your story and message with the people who need to hear it most. You’ll reach massive amounts of people in less time. Truly a win-win.

kara holding her framed new york times article and smiling
Me, with a framed copy of my piece in The New York Times.

All this to say, you’re invited to sign up for the best challenge around: The Be on TV Bootcamp. Hosted by the incredible Jen Gottlieb and Chris Winfield, this program gives you step-by-step instructions on how to get featured in the media in your area of expertise. And then how to leverage and amplify your exposure to see gains in your business and reach.

Not only that, but you get tapped into their one-of-a-kind network of PR agents, media execs, business coaches, and thought leaders. The community they have built – it’s like a family! – is second to none and you’ll get so much out of this experience beyond the actual media appearance.

Affiliate Disclosure: I get a small compensation if you sign up for the Be on TV Bootcamp using my link, but all these opinions are my own.

The Art of the Apology

Let’s face it – making an apology can be hard. We’ve all (hopefully) felt the sting of swallowing our pride to say, “I’m sorry”. It requires humility, but sometimes it’s necessary to save a relationship that we value. Turns out that sometimes corporations and small businesses need to apologize too, and for the same reasons.

But not all apologies are created equal. We’ve seen some high profile apology fails, and some great apology victories. Maybe you’ll remember these examples:

  • CEO David Neeleman showed a good example of how to win back customers with an apology. When Jetblue had to cancel hundreds of flights due to poor planning, he took stock of the problem, and posted a YouTube video addressing the issue directly. He shares how JetBlue invested in improving their logistics as a result of the incident.  This response seemed credible and sincere, and may just have saved the company. 
  • On the other hand, CEO Tony Hayward made an appalling remark about the massive BP oil spill that killed 11 people in 2010. He said, “I’d like my life back”.  The collective response was, “Oh really? What about the 11 people who actually died?” Needless to say, he had to apologize again for his bad apology. 

So how do you find the right balance to maintain your brand image (or in some cases, save your business)? Let’s start by talking about why corporations may need to apologize.

Why apologize

If your corporation has breached trust with a customer, an apology can repair the relationship, and make it even stronger. Here are a few apology fun facts:

  • A well-placed apology can increase customer retention rates by 17%. Plus, these customers are also more likely to become an advocate for your business.
  • 88% of customers are less likely to purchase from a brand again if their complaints are left unattended on social media. That’s massive!
  • Apologizing can reduce the likelihood of litigation, at least in the medical profession (and medical malpractice lawsuits are nothing to sneeze at). At one time, doctors were advised not to apologize to their patients. However, one study showed that when a hospital permitted apologies, patients were less likely to take them to court.

Now that we’re on the same page about the value of a good apology, let’s discuss when it’s necessary.  

When to apologize

Most Def

If a customer has been harmed, or the corporation has failed to meet its obligations, an apology is in order. An accounting error, product failure, harassment claim, or negligent service are all clear reasons to apologize.  

Microaggression is a comment or action that has had the effect of making someone from a marginalized group feel excluded.  If someone calls you or your company out for microaggression, that’s also a clear-cut time to apologize. 

Could Go Either Way

If a violation is not core to the business, whether or not to apologize is less clear. It can depend on the level of public response to the incident.  For example, if a manager or senior leader makes an offensive statement, and there is a public outcry, it’s wise to apologize. This shows that you care, and would like to serve the offended group of people in the future. 

Probably Not

Sometimes in our zeal to retain the customer, we can over-apologize. In this case, the apology calls attention to something that was not even a real issue. For example, a study compiled for a food delivery service tested customers who had received their food 15 minutes late. Surprisingly, those customers that received an apology were less satisfied with the service. And less likely to order from that company in the future. 

How to apologize

An apology should cost you something, especially since the violation cost the customer something. It’s not genuine if it doesn’t come with a sincere commitment to do better, or a way to ‘make it right’. And if you’re not authentic, you can’t win back trust. 

The level of apology depends on the level of violation. A person who received a defective product can receive an individual apology from customer service. Don’t forget the speedy replacement (throw in a freebie/discount, and you’re golden). However, if the offense affects a large number of people, it’s appropriate to make a public response. That’s a good time for a senior representative of the company to issue a statement on social media.

Seven Elements of a Great Apology

  1. Timeliness – Silence can speak louder than words. Saying nothing can communicate that you are trying to downplay the situation – or worse, ignoring the customer(s) entirely. 
  1. Display of regret – Say the words, “sorry” or “apologize”, and mean it.
  1. Willingness to take responsibility– Don’t throw the blame on someone else (that actually makes you look worse) or downplay the problems caused by the violation.
  1. Clarity – State the problem in plain language to show that you understand what went wrong. No need for flowery speeches or additional commentary. 
  1. Amends – Give compensation, discounts, vouchers, or free products, as appropriate.  And if you need to make an organizational change to properly address the problem, show how and when you plan to implement those changes. 
  1. Request for forgiveness– Share that you value them, and you’d like to retain their business/working relationship.
  1. Customer focus – It’s important that you don’t make it about you.  Apologizing is about showing the person or group that you’ve heard them and you’re fixing the problem. It’s the worst time to try to show how good you usually are, or express your personal feelings about the incident.

When you apologize well, you show integrity, empathy, vulnerability and transparency. All traits for which many people would pay a premium.

New Year, Same You

Did you know that only 8% of adults achieve their goals? One of the main reasons is that we often make a goal without thinking about how to get there. Here are some tools, articles, and ideas that you may find helpful in getting your new year started on the right foot, whether you made new year’s resolutions or not.

Work Life “Balance”

  • Time blocking: This is helpful if you want to set better boundaries between work and life, or make time to exercise, or want to set a better morning routine – the key here is “Schedule it in!”
    • Tip from Social for Good’s Marketing Director, Regina: “Every night before I go to bed, I plan out my next day and put it all on the calendar, from what to make for breakfast, to which project I will focus on tomorrow, to when I’m taking a break. That way, when I wake up, I know exactly what I’m going to do and feel much more in control!”
    • We know this doesn’t work for everyone, but find something that works for you and stick with it.
  • Social media tools:
    • IG take-a-break function: If spending less time on social media is one of your resolutions, here’s a new feature from IG. Don’t worry, your business will not suffer – see our blog.
    • Social media scheduling tool: Later or our own new app! Going back to the time-blocking method, schedule in time to work on social media, whether it is engagement, creating graphics + copy, or actually scheduling your posts. Once you’re done with that time block, STOP SCROLLING. Trust me, you’ll actually post more and spend less time!
    • Another option is to have someone else manage your social media (*hint hint: we’re here to help!).

Brain Builders

picture of kara holding the book we should all be millionaires while reading in bed at night
Behind the scenes in Kara’s happy place 😉

Get Healthy

If you’re looking to exercise more, here are some IG accounts to follow. Remember, be specific, for example, “I want to exercise twice a week”:

Tip from our COO, Aubrey, who’s a self-proclaimed fitness junkie: “It generally takes anywhere from 3-6 weeks for a new habit to stick, so don’t give up! If you miss some days in a row (or more realistically, weeks; we’ve all been there), don’t think of it as starting over — think of it as picking up where you left off. Getting back at it whenever you’re able is the ticket.”

What new year’s resolutions did we miss? What are you focusing on this year?

Double Your Impact

Imagine for a minute that you are a single mom, trying to make enough to put food on the table and keep your kids out of trouble. Now imagine that you also have a big idea – a way to help those in your same situation – but you don’t have the resources to do it.

In order to take the leap from great idea to great organization, women need a solid support system to succeed. Due to a lack of generational wealth and deep-pocketed friends, it’s even harder for BIPOC (black, indigenous, people of color) women. In addition to that support system, BIPOC also need alternative ways to access funds and mentorship.

And that is why we are so passionate about supporting women entrepreneurs; especially women of color (WOC). Organizations that support the WOC entrepreneurs who focus on social impact are doing double duty. They are contributing to the greater good, and also empowering people who have historically been marginalized.  

This giving season, we want to put our money where our mouth is, and be intentional about funding the initiatives we believe in. We’d like to share three organizations; their efforts to support WOC are compounded with the impact their constituents bring to society.

Three Double Impact Organizations

  1. New Voices – Offers WOC entrepreneurs unprecedented access, capital, and expertise to build, grow, and scale their businesses with purpose.
  2. Institute for Nonprofit Practice – Led by a WOC President & CEO, seeks to transform communities by equipping the most promising social impact leaders. They provide the the skills, networks, confidence, and resources they need to effectively lead, advance justice, and make their organizations more effective, innovative, and sustainable. Nearly 70% of their alumni are BIPOC, and over 60% are women.
  3. LENDonate – Founded by a WOC to develop a dynamic, expressive marketplace. It connects affordable capital with impactful projects in the nonprofit sector.

Plus, The Classy Awards

You can also give directly to social impact organizations that you love. Meet the 10 most innovative nonprofits and social enterprises who received “The Classy Awards” in 2021! The Classy Awards originated as a way to recognize local non profits and social enterprises based on the merit of their impact.

Find your favorite 2021 Classy Award winners.

Honestly, these organizations are so impressive, and so…well, impactful…that we feel a bit intimidated. But you know what, even a little support can go a long way to helping change the world. We hope you find a way to make a double impact this holiday season.

Here’s to a better future for our society and our planet!

-Photo by Los Muertos Crew from Pexels

Socially Conscious Business and Social Media

With people spending so much time on social media, it makes sense that activists, nonprofits, and socially conscious businesses get involved as well.

According to 2020 statistics, the average person spends over six years of their life using social media. This is the third highest time allotment after watching tv (over eight years) and sleeping (over 26 years!). And our time spent on social media is expected to grow as the decade continues.

However, we are all aware of the moral problems that come with social media and the big tech companies owners.

As socially conscious people and businesses, we seem to turn a blind eye to this and focus on the positive change we can create. But after the Facebook outage and the latest whistleblower report on the company, our team at Social for Good knew that it was beyond time to address it.

We hope that this post will encourage other businesses within the same space to also speak on this issue. We know as a social impact digital marketing agency that it was time for us to stand back and take a deeper look at the system we play a part in.

Remaining Ethical in an Unethical Space

The unavoidable truth of the matter is that tech platforms such as Facebook (Instagram, Reddit, Twitter, etc.) breed unethical practices and promote harmful rhetoric. The statistical evidence is out there and goes so far beyond the recent whistleblower case named previously.

But it’s also true that in the 21st century you must take part in social media to run a successful business, spread the word about revolutionary movements, and teach people ethical practices in business and in life.

Our modern societal structure has made it nearly impossible for the average person not to engage on at least one platform. But for businesses, nonprofits, and activists, engaging on social media is integral to success. That’s why businesses such as ours exist. We help brands reach the right audiences and grow their business through digital marketing, and part of that entails consistent social media usage.

Although our team specifically works with businesses and entrepreneurs that we know are acting in the greater good of their audiences, how do we reconcile that we are ultimately participating in a wider negative online culture and system?

Unfortunately, this isn’t an easy question to answer, by our team or anyone.

But we do think there are steps we can take to maintain our personal ethics within a wider platform that contains unethical elements.

1. Be Honest

The first step that a socially conscious person or business can take is to be honest about the situation and the part they’re playing in the issue. No matter what your personal stance is, it’s time for socially responsible brands to own the fact that they participate in platforms that can be morally unethical.

By being honest about the situation and not downplaying or ignoring it, we maintain our personal ethics while also ensuring our audience, clients, or customers that we understand and appreciate their concerns.

2. Understand the Problem

Being informed about the situation and any recent events relating to how social media affects our society is key. We must stay informed to be honest and understanding with our audience.

How can an audience trust the values of a socially conscious business if they’re completely unaware of the problems that come with social media usage and don’t understand or comment on the overarching issue?

As with any organization, movement, or platform that your business associates with you should have a deep understanding of the history, message, and potential effects (negative and positive) of whatever you’re putting your support behind.

In the end, it doesn’t matter if you weren’t aware of a potential problem. What’s going to matter to your clients and your audience is that you supported it without really understanding the implications.

3. Make an Effort for Change

As brands that support and believe in the greater good, it’s important that we make a conscious effort to positively change the system and not simply accept it for what it is.

Acknowledging our part is the first step to changing the system (social media in this case, but it’s the same with any systemic issue). After that it’s essential to use your brand accounts ethically and only support other ethical organizations or brands.

We can use our platforms to do more than sell a product or service. We can use them to promote positive movements and engage with other brands and accounts that are doing the same. Even as a business, the way we engage on social media influences others and the companies that own the platforms.

And maybe it’s time we start considering the unthinkable: not using a platform that actively harms people and does nothing to remedy it. In the same way that money has power, so does time. If people and brands no longer spend time on a platform, they’ll either be forced to change or no longer exist. (Just some food for thought, us included! We won’t be leaving social media anytime soon!).


Our team hopes that this post will start a greater dialogue within our niche concerning the ethical dilemma of social media. Even though there is no simple solution, we believe that as a socially conscious business it’s time we acknowledge our part in the broader issue and begin an honest dialogue on how we can impact positive change.

We encourage you and your team to take a step back, evaluate your part in the issue, and create a plan that encourages ethical digital engagement. Our team will do the same.

If you need assistance or advice on how to plan an ethical social media strategy, our team is here to help. Feel free to contact us to book a consultation.

Email Marketing 101: The Subject Line Matters

After reading the title of this post you might be thinking, “it’s 2021, do people really use email anymore?”. And the answer is heck yes, they do!

And the stats back this up. A study by Statista predicted that in 2022, over 347 billion emails will be sent daily. Not only that, but by 2023, 4.3 billion people will have and use an email address. That’s a lot of people that might be interested in your product or service that you could be potentially losing out on! (For more reasons why you should use email in your marketing strategy, click here.)

The average open rate for an email campaign varies depending on what industry you’re in and (finally to the point) the title in your subject line. Think of the email title like the back of a book. If the synopsis doesn’t catch your attention, you’re not going to keep reading.

If you don’t catch the interest of your target audience when they open their email in the morning with a good title, then it doesn’t matter how many people are on your email list. You’re just not going to see the results that you want.

So, how do you write a title that successfully captures the audience’s attention in only a few words? Keep reading to see!

Keep It Personal

Nobody wants to feel like just a fish in the pond. People want to feel connected and seen. And that doesn’t change no matter how people communicate. If you send the same exact subject line to everyone in your audience, then you aren’t making that personal connection.

You can keep the title (and its content) more personal to individuals by breaking your audience down using email segmentation. This creates multiple smaller email lists within your overall contact list and helps you know what message is correct for which audience. (This applies to everything when it comes to email marketing, by the way).

Make It Short and Sweet

Make sure you only use one to six words in your subject line title. You don’t want to overwhelm your audience.

All the relevant information will be in the email itself. The whole point of the title is to entice them to open and read the email using only a few words!

And on that note…

Put the Most Relevant Info First

Since your subject line title won’t be wordy, make sure that you put the most important information first. Even if it’s only one word, make it the most important and relevant word!

Entice Them to Act

Think of your subject line title like a tiny infomercial: “Buy right now and save!” “Call the number on the screen to get your bonus pan!”.

Use a call to action to entice your audience to open the email and peek at what you’re offering them! A great way to do this is by using a question for your email title so that they know the answer is right there in the email (no Google necessary here!).

Don’t “Do the Most”

You might think that to gain your audience’s attention, you need to have fifteen exclamation points, all caps, a question, and a couple of emojis.

This would be you “doing the most” to get the least back. When people see too much extra in a subject line title to an email, they immediately think spam and click delete!

Keep the extra bits to a minimum and you’ll see a better open rate.

With these tips, you can increase your email open rate and get the attention of the people who would benefit the most from your service/product. And remember, the most important thing when it comes to writing of any kind is to be creative!

To learn how to increase your audience (cause you need an audience before the email even exists) check out our blog post all about how to build your email subscriber list!

Social Media Strategy 101: How Often Do I Post?

So much of our daily lives is spent online, so it’s no wonder that businesses have moved their marketing efforts to social media platforms. The right social media strategy gives any business the chance to instantly connect with their target audience and (when you do it right) market their products/services for free. And any interaction could be a potential lead or sale.

But if you think that’s an oversimplification to what marketing on social media is really like, then you’re right. There’s a lot more that goes into social media marketing than just posting a picture and getting all the interaction and sales in the world.

One of the first questions you’ll find yourself asking when creating your business’ social media marketing strategy (other than what content you want to post) is: how often should I post for the best results?

Your First Thought

For some reason, the first thing we all think is that the more often I post, the more often my audience will see my content. And if they see my content, then they’ll interact with me and boost my sales. We agree with Plato when it comes to content posting: “There is no harm in repeating a good thing.”

Unfortunately, that isn’t necessarily true. Posting multiple times a day, every day of the week (yes, even for Twitter) can actually reduce your engagement instead of increasing it.

Your Second Thought

Then you might think, okay, then if I do the opposite and only post once a day or twice a week it will fix the problem. Right?

But that’s a no once again. Not posting enough will also reduce your engagement and keep you from getting the interaction that you’re looking for.

Balancing the two for the “best” chance at increased engagement then becomes the central focus in your strategy, rather than providing relevant content or communicating with your audience.

So, What Now?

There is a lot of research out there that will give you the statistics for how much you should post on social media a day to get the most engagement. There are different amounts for different platforms (and different times) that are statistically ideal times to post.

Even if you use an automation tool and schedule your content to post at the perfect time, there’s still the possibility that you won’t get the results you’re looking for. Scheduling content to post at the ideal time isn’t the only thing that effects audience engagement.

Following the “best” practices for posting based off statistics can work, but it isn’t a guarantee. Every audience is different. The posting frequency that works for Nike won’t necessarily work for you and your business.

Our Posting Philosophy

Our philosophy here at Social for Good is that the frequency that you post is less important than posting authentic, engaging content that specifically targets your audience. Yes, some kind of consistent schedule for posting is always better than barely posting at all, but it shouldn’t be the sole focus of your social media marketing strategy.

But constantly spamming your audience with content probably won’t garner the growth that you want (and it might actually make you lose followers!).

Another way to ensure that you’re posting at the right frequency for your specific audience is by deep diving into your engagement metrics and understanding the online behavior of your ideal customer. This might seem intimidating, but research into your audience will provide you with beneficial information that’s specific to your business.

And I’ll leave you with one last thought: remember that engagement growth means that you must interact with your audience at the same rate they’re interacting with you. If you have an entire team specifically for social media, then it might be possible to constantly engage, even with a high frequency posting schedule.

But if it’s just you or you have a small team, constantly engaging with all that content will be difficult and time consuming. It’s better to post less and engage more than to drown in content and lose out on that personal connection with your audience.

Remember that there is no one size fits all strategy when it comes to social media marketing. Authentically showing up for and connecting with your audience with content that enriches their lives will always lead to lasting engagement.

How to repurpose content across social, email, blog

Whether you call it repurpose or recycle, it doesn’t matter. According to brain science, you do not need to reinvent the wheel when it comes to your social impact marketing. (I know! We’re excited too!) At Social for Good, we help our clients learn how to repurpose content so they can save time and create more impact. Here are our favorite methods (and the science behind why).

Myth: To repurpose content is to cheat

Yeah, you’re cheating time! (See what we did there?) It’s efficient and you’re saving time so you can focus on the more important work that you do, like changing the world (NBD).

Just because every post on every platform isn’t a completely new or original idea does not mean it’s inauthentic or wrong. They’re still your original ideas and words, with a different spin on it to attract the attention of new people who need your message or products.

Myth: Recycling content is lazy

No, in fact you’re being diligent. Not everyone is on every platform that you are on. Plus, you are constantly gaining new followers and customers so you’re actually making sure that everyone gets the information you’re sharing.

The key: customizing the content for each platform. The followers you have on LinkedIn are different than the ones on TikTok, so the way the same content is presented to them should be different. Also, laziness doesn’t exist. Read up on it!

Myth: People have already seen it

Sorry to burst your bubble, but you’re not the center of the universe… Lol. But really though, no one sees EVERY social media post/email/blog you write. Even if they have, they only spent 3 seconds looking at it before scrolling on. They might have seen it, and even liked it, but don’t remember.

P.S. It takes someone on average 7-10 times of seeing the same thing before making a decision — whether that’s to purchase or sign up or reply. Google it — we couldn’t decide which article to link here, and went down a wiki rabbit hole instead. Either way, you can confidently keep pressing send.

Myth: But I’ve already shared that in my blog!

Information can be presented in many different ways, whether it is a blog post, an infographic, a video, a podcast, a meme, a short quote — everyone is drawn to different things and responds differently based on their personalities, schedules, and learning styles. So give your customers many different ways to process the information that you are sharing so they equally get a chance to absorb it all.

Myth: They think you post too much

We know you’re worried about oversharing, but did you know that when you share your latest “Top 10 List” it takes us a day to forget we saw it? (The Curve of Forgetting is really fascinating, if you’re into that sort of thing.)

So, expand that list into 10 single social media posts! Or, compile all your best social media content and advice into one format (such as an e-book or an e-newsletter) so your customers can download it all at once and refer back to it whenever they want.

Conclusion: Research is cool

Let’s summarize all the brain science we learned in a simple list, to maybe better remember it (but probably not…).

  • The average person forgets 60% of what they learn without reinforcement within 2 days.
  • The average person looks at a social media post for 3 seconds before scrolling on.
  • A customer needs to see an advertisement 7-10 times before taking action.

Hopefully this made you feel better about your plans to repurpose content. It’s actually beneficial to your audience and makes your life easier. Go ahead and share this with others so they can feel the relief too!

Social Impact Tips: 25 Ideas

As social impact marketers, we recognize how important it is to not only be socially conscious, but to also take action. Being simply aware is just the bare minimum. As such, we put together this list of social impact tips to help you put your beliefs into action.

We understand that it’s daunting. Everywhere you look someone is telling you how to be socially conscious — and then how you’re doing it wrong.

We’re not here to judge, but rather give you some small, simple ideas you can use in your daily life that will make a difference. Try one social impact tip this week, and then work your way up to more on the list. If we all do a little bit more, think of the massive impact we can have together!

Our Fav Social Impact Tips

*Note: these tips were written by a white woman, for other white women. Many of these tips would work well for anyone, but keep in mind this intention when reading further, as the suggestions may be triggering for some.

Read + Watch

  1. Read a book written by a woman of color. We recommend this or this or anything from this list.
  2. Watch a movie about someone whose life is different than yours. We recommend this or this or these.
  3. Get books with people of color as the main character for your kids. This list has great options. We also (with bias as an awesome former client!) recommend A Kids Co.
  4. Get books that represent different family make-ups and different abilities for your kids. Bonus point: Discuss it with your children after you read the book.

Sustainable Action

  1. Wash your dishes instead of using paper plates.
  2. Repair your clothes instead of throwing them away. (Like, just sew a button…no need to darn any socks…)
  3. Shop secondhand — we swear it’s not like you think.
  4. Wipe your mouth with reusable napkins or unpaper towels.
  5. Look at the labor and environmental practices of the brands you shop with and find alternatives if they don’t meet your values.
  6. Bring reusable bags to the store.
  7. Shop locally.
  8. Reduce the usage of single-use plastic and reuse if possible. (Have you ever rinsed a zip-lock bag to reuse? Don’t knock it til you try it!)
  9. Be mindful of packaging. Rather than buying snack-sized, individually packaged snacks, purchase in bulk and divvy into small reusable containers.
  10. Pick up trash when you see it anywhere you go — we are ALL responsible for our planet.
  11. Bring your own water bottle!

Personal Communication

  1. Go out of your way to talk to someone of a different race at your next event.
  2. Correct someone telling an inappropriate/racist/ableist/sexist/anything-ist joke in a kind way. (This is called “calling in.”)
  3. Reflect on the last time you were the minority in a room and how you felt. Write it down.
  4. Be intentional about the photos you use in your marketing — are they representative?
  5. Talk about uncomfortable topics (such as race, politics, sexual assault, trafficking, religion) with your kids, friends, and family. You don’t have to know everything about it — you can learn together! The more we talk about uncomfortable topics, the more we can normalize it.
  6. Challenge stereotypes. For example, when someone (like your kids or your dearest mom) says something like “That’s a boy’s haircut” or “Oh, that toy is for girls”, respond with “That toy is for all kids. Anyone can play with it!” or “That haircut seems pretty cool. Do you think you could rock that look?” The key here is to not make assumptions. Extend your empathy and try to see things from a different perspective.


  1. Support local organizations with social impact missions financially or with your time by volunteering.
  2. Attend a protest.
  3. V O T E
  4. Look at the organizations you belong to and really reflect on whether they align with your social impact values.


26. Rest! This work is challenging and constant. It’s easy to burn out and quit altogether. Take breaks. Rest. Do something fun. Vent and connect with like-minded friends and family who understand your experience. And then get back to work — we need you!

Comment below on how you can make a difference, a little at a time. If you have tried any of the above, let us know how that worked out. We’d love to hear from you!

Which social media scheduler should I use?

You’ll not find two social media managers who agree on whether or not to schedule or how to do it. There are lots of options and lots of reasons to go one way or the other. We’ll simplify it here for you so you can make the best choice for yourself both on if to schedule, and which social media scheduler to use.

Should I schedule my social media?

It depends on who you speak to — some believe social media should not be scheduled, and to do so negates the authenticity of it. Remember the introduction of the hashtag #latergram? Everything on social media was more or less “real time” so we felt we needed to alert everyone if it was otherwise.

Times have changed — as they are want to do — and most people realize your posts are not in real time anymore. You’re not fooling anyone if you are posting curated, professional photos of your products or services on Instagram, so there’s no need to pretend.

If you have timely, immediate updates, go live or share in your stories to connect with your audience in real time.

Why scheduling?

Keeping up with your social media is a full time job (I know, because it’s mine!). Business owners with products to create, stores or restaurants to run, or services to provide, likely don’t have time to be on social media at the best time to post. If you run a cute brunch spot that opens early, you’re likely not engaging on social at 11pm when your followers are.

Furthermore, most people work best in segments. It’s a lot easier to batch write and schedule 30 social media posts for the month in one sitting than writing one post every day consistently. Maybe you disagree, but that’s been my experience for me and most of my clients.

Which social media scheduler?

There are so many options for social media schedulers out there! It can be really overwhelming to decide which to use, finally invest in the app, and then find it hard to use or altogether not like it.

As a social media manager (who is a recovering people pleaser), I have used a loooooooot of social media schedulers. And if I’m being completely honest, I only like one.


Hands down Later is the best social media scheduler around — both the free version and its very affordable paid options. You would have to drag me kicking and screaming to another platform…

Why we love using Later

Oh, let us count the ways! As a visual person, I love the layout of Later’s platform. The calendar view is really handy. It’s also easy to move posts around and see in week or month views.

The media storage option is probably my favorite. It’s easy to add photos and videos from Google Drive or Dropbox and you can tag and filter for ease of use. You can also search and use stock photos directly from the platform.

The Notes section in each media file is really helpful to save caption drafts and other notes about the photo. We also love and utilize the saved caption feature for our hashtags and commonly used phrases.

The Linkin.bio feature is another awesome one that allows you to add custom buttons, featured image, and clickable posts for your audience. It’s Later’s version of Linktr.ee.

It’s also simple to manage and respond to comments and DMs within the Later platform, and delegate to your team. You can also search and save hashtags and related posts to share later.

Later also works with every platform we need to use, including:

  • Facebook
  • Instagram
  • Instagram Stories
  • LinkedIn (personal + biz pages)
  • Pinterest
  • TikTok
  • Twitter

Conveniently, you can also schedule the same post to multiple platforms at once, with just a click of a button. It’s super easy to edit the post per platform as well. For example, you want a clickable link in your Facebook and LinkedIn post but not on your Instagram; it’s easy to swap.

Does Later have any cons?

Of course, like anything, there are a few cons. The major one is the inability to post text only. For bloggers (or anyone) who prefer link previews to photos or graphics, this is a major downside. It’s something the Later team is working on because pretty much everyone requests this option. Fingers crossed this gets set up soon!! And then, this section will be without comment.


We are big fans of social media schedulers here at Social for Good. There’s no way we could manage all of our client work (and our own!) without the help of a system like Later. As social impact marketing experts, we believe that the important part of social media is the community and relationship building. Automating scheduled posts does not deter from that; in fact it opens up space for you to do more authentic connecting.

If this article has helped you, please let us know by leaving a comment or sharing on social media and tagging us! We’d love to hear from you.

What email service provider should I use?

Email service providers (or ESPs) are digital platforms where you can design and send marketing emails to people who have in some way, shape, or form subscribed to receive emails from you.

These ESPs can help you keep your emails organized so you know what type of emails to send to which subscriber. Many ESPs will also allow you to build automated sequences that send emails at specified intervals once someone subscribes. Some also have their own design platform to make the emails pretty and easy to read.

Sounds pretty amazing, right? It is, but not all ESPs are made equally. There are quite a lot of features and options (and price points) that you should be aware of before making a decision.

Email Service Provider Features

We have a few top features that we find extra important when helping clients choose email service providers.

  1. Intuitive
    We have learned that if a platform is not easy to use, people won’t use it. Especially when email marketing is something that many business owners struggle with to begin with, adding in a big learning curve and you might find yourself with a service you pay for and don’t use.
  2. Design
    What can we say? People love getting pretty emails! While valuable content is of the utmost importance, a well designed email is an email people will read. Regardless of content quality, your emails should use photos, graphics, fonts, and design elements like columns and boxes in order to encourage subscribers to read and reply.
  3. Cost
    We believe you get what you pay for. There are free ESPs out there, but they usually offer services you don’t need, charge per subscriber over a certain amount, are glitchy, have little support, and/or are difficult to use. However, small business owners and entrepreneurs generally cannot afford large ESPs, especially in the early building years.

Our Fav Email Service Provider

Having worked with M A N Y email service providers, we definitely have a favorite. Flodesk!

Flodesk checks off all the boxes for us and our clients. It’s extremely easy to learn and navigate, the designs are gorgeous, and has the essential integrations without being cumbersome or overbearing. We encourage all of our clients to switch to Flodesk, whether we manage their email list or not.

Mailchimp vs. Flodesk

Mailchimp is definitely one of the more popular ESPs. In fact, we’d be willing to bet that if you already are using an email client, it’s Mailchimp. While its array of features and integrations, and low cost of entry (free) are appealing, Mailchimp is a beast to learn. It also has (quite frankly) a ridiculous amount of features that most business owners will never use. Moreover, no matter how good you get at designing in Mailchimp, you won’t find better templates than Flodesk. They’re beautiful, easy to customize in your branding and stand out in the inbox. It’s also an easy process to create automation, landing pages, and save custom templates.

How to Choose

Ultimately, this is going to be a personal choice that works best for your business, budget, and skills. A more tech-savvy person might be willing to code their email design instead of using a template. Businesses with bigger budgets might be able to afford an all-inclusive service or platform. However, we’ve worked with businesses of all sizes and budgets and on all kinds of ESPs and the one we keep coming back to is Flodesk.

Which email service provider do you use for your business, and why?

Psst! You can get 50% off your monthly subscription to Flodesk using our affiliate link. Yes, we get commission ($19 to be exact) but it’s worth it – we swear.