The Strategic Value of Social Listening in The Wake of the U.S. Election Result

The U.S. election result has created new challenges for many social justice organizations, leading them to rethink their next steps. Many of our clients are in the space of trying to make positive change in American society. Even if your goal is to stay non-political, the election result is troubling — seeing a leader rise with a dark and divisive vision for the country. Many leaders are taking a moment to figure out how best to reshape their messaging and missions.

At Catnip Comms, our top priority is to listen hard on social media to see what trends are emerging because such listening can help inform organizations’ own social media and broader communication strategies. You want your social approaches to reflect an understanding of what’s already out there, even if you’re not going to be engaging with these groups or people directly.?

Advocacy Trends and Anger

We've seen a strong trend of immediate next steps for social justice advocacy, especially among marginalized voices and Black communities. The trend is that “this is not the time to shrink, nor is it the time to despair”. There are also calls to treat people with compassion and also, to remember that it is patriotic to have voted in either direction. There’s also been a sizable outpouring of anger online.?

South Korea’s Radical Feminist 4B Movement

A fascinating trend, post-election, is the trending of the South Korean 4B movement. Originating in 2019, it stands for four Korean words beginning with “bi” or “no” in English: bihon means no heterosexual marriage; bichulsan, no childbirth; biyeonae, no dating; and bisekseu, no heterosexual sexual relationships. Supporters of the women-led movement refuse to date, marry, have sex or have children with men – effectively boycotting a system they feel perpetuates gender inequity.

The 4B movement is largely offline, but experts think it grew because of the growing gap in education levels in South Korea between women (now 59.5 percent of college students) and men. In the U.S., many young men broke for Trump amidst changing gender roles. The 4B movement in Korea is about women taking control of their lives, and there has been a host of U.S. interest in it since the election.?

The Blue Friendship Bracelet?

The Blue Friendship Bracelet Movement is a TikTok trend started by liberal white women, who wear blue friendship bracelets as a kind of secret handshake to signal that they are a "safe person" since many white women voted for Trump. The message is: "Hey, I didn't vote for Donald Trump." It’s that simple, and it’s acquired a popular following on TikTok. However, the blue bracelet trend has also inspired backlash.?

The United Nations’ 16 Days of Activism To End Violence Against Girls And Women

Coming up on November 25, the U.N.’s annual 16-day campaign for the International Day for the Elimination of Violence Against Women begins. It first began in 1991, driven by activists from the Women’s Global Leadership Institute, aiming to call on the prevention and elimination of violence against women and girls. It’s attracting a significant following online following the election result.?

Using Social Listening To Inform Your Position

In the aftermath of the U.S. election, it's crucial for organizations, especially those focused on social justice, to remain acutely tuned to the online discourse. Catnip Comms has been at the forefront, employing social listening not just as a passive observation tool but as a proactive strategy to guide our clients' digital footprints. By understanding the prevailing sentiments, frustrations, and trends, we can help you craft messages that resonate deeply with your audience.?

The emergence of movements like these reveal a global community eager for change and solidarity. But the knowledge gained from social listening goes beyond merely keeping up with trends; it provides insights into the collective psyche at significant moments in history. We are not just helping organizations to speak; we're enabling them to speak in a language that's understood, felt, and valued by their audiences, thereby fostering a more connected and empathetic online audience. At a time when empathy is in short supply on the national political level, I’d argue that this approach is more valuable than ever.?

— Fay Schofield is the founder of Catnip Comms, a purpose-driven social media and comms agency that helps non-profits and NGOs amplify missions, engage audiences, and drive impact with powerful digital content.