Does your company have a culture department, where the goal is to plug into the diverse communities the brands serve? Twitter’s God-is Rivera thinks you should.
Among the virtues of Twitter is that it enables loose, self-selecting communities to find one another. If you care about medieval history, you want to listen to lawyers talking amongst themselves, or you get worked up about science fiction tropes, it’s easy to find like-minded people who share your interests. They’re only a hashtag away.
That’s particularly true for people who often feel that their voices are not heard. Sometimes these communities have long-term social effects, most famously the #MeToo movement. But sometimes it’s simply hard to get noticed. It’s God-is Rivera’s job to address that as Twitter’s global director of culture and community (@GodisRivera). For example, #BlackTwitter allowed a space for a historically marginalized group to find their voice and push back. “Twitter is a perfect vehicle for that,” Rivera says.
Rivera works with marginalized voices on Twitter to make sure they’re represented, and to improve the company’s relationship with those people. “I want to know who they are and what they stand for, to amplify those messages across the platform,” she says.
Brands have a role in identifying and supporting these communities, Rivera told FD Wilder, host of P&G’s Fastest Learner Wins. “Which brand would you want to have over for dinner?” she asks. We were once reluctant to talk about politics or religion. That time is over, says Rivera. Brands (and their advertising) should be clear about their beliefs. “Even when the backlash is loud and scary, you’re okay to stand up and say those things,” she says. People want to know that the companies they support mirror their own values.