What is “#SavageSocial” and Will it Work for Your Nonprofit’s Brand?


The following is part of a six-part series based on content from Social Media Week Los Angeles, held at the Broad Stage in Santa Monica, June 12-14, 2018. For more tidbits and conference coverage, follow #SMWLA on Twitter.


Whether you’re perusing the kids’ clothing section at Target, catching up on your Twitter Feed before bed, or consuming any bit of pop culture, you’ve likely heard and seen the word ‘savage’ pop up. Obviously it’s not a new word to the dictionary, but it is a fairly loose term when it comes to the internet…specifically social media.


So what does it mean to have “savage” social? 

Let’s face it: brand social media accounts haven’t always been known as a source of entertainment. And certainly, brands weren’t encouraged to take on a personality of their own online. You can blame it on the current political climate, the rise of the millennial, or simply a more progressive social media audience. Whatever the case, brands have stopped playing it safe and have gotten some serious attention by taking risky moves on social.


Whether they’re taking a jab at the competition, calling people out for being jerks, trolling pop culture, or just simply sharing a funny meme, brands have used their “savage”, albeit relatable tone to lighten the mood and bring consumers closer to their brand.


When should you be savage?

Deciding to incorporate a bit of savage personality into your brand absolutely needs to have a point. In the nonprofit space, you must tread a different path to avoid upsetting donors, supporters, board members, and potentials of all of those things. But when the opportunity presents itself, there is nothing wrong with inserting some personality into your brand’s social media voice.


Why be savage?

Humor and comedy are having BIG moments right now and brands are stepping away from an aspirational tone and moving toward an approachable tone to better reach their audiences.


Savage social helps create connections with people who care about your brand, while also increasing the chances that people will see your brand. There is so much clutter in the social space, so having entertaining, original, humorous content can do wonders for your engagement.


Finally, being savage can inspire people to take action, like share your content and brand with their networks, donate to your cause, or even become more educated about your cause.



What are some of your favorite savage social posts? Link them in the comments!


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About author


Kadi McDonald

No matter where she's worked, Kadi has successfully evaluated deep-rooted communications challenges and developed a plan to improve and simplify for the audience. She has shifted her professional life to one that allows her the flexibility and time to be dedicated to her passion projects. She develops and manages social media strategies for nonprofits, writes articles and blogs for a wide variety of clients and audiences, and consults on small marketing and branding projects for all types of businesses. She is a storyteller by nature and thrives in environments that crave authenticity and transparency. She works with multiple nonprofit organizations whose missions surround the ideas of community, compassion, service, and equality for all.