BLM — Continuing the Conversation w/ Annie Andoh, V&A Museum
At Social Misfits Media, we are choosing to continue the Black Lives Matter conversation.
We are continuing the journey of educating ourselves and others, by highlighting and hearing from black people working within the social media marketing industry, and getting their take on what has happened this year. This edition is with Annie Andoh, Social Media Manager at the V&A Museum.
What is your name and what do you do for a living?
Annie Andoh, Social Media Manger, V&A
How has your role changed since the Black Lives Matter movement during the lockdown?
Not so much in the day to day, but I think there is a greater sensitivity and desire for understanding since the BLM movement came to the forefront for my role. With social media, you are constantly at the forefront of seeing conversations, opinions and comments online. The arts and cultural sector has a complex history and a long way to go in terms of working towards creating more diverse collections, workforces and recording diverse voices, and that is not something that has been lost on audiences who want to see changes made for the better in the brands they love. I think internally there is more understanding that community management is intense and that we need answers to questions, but there also needs to be tangible actions, which I’m pleased to say is happening. One thing I can say has expanded in my role is the continued emphasis on collaborating with alternative voices to present different narratives around collections through social — there are various projects in the works and that is exciting to see come to life.
How has the Black Lives Matter conversation affected you?
I’m cautiously hopeful. When conversations started to heat up (again), I think I was extremely sceptical because the horrific murder of George Floyd was one in a long line of grotesque violence against black people, Breonna Taylor and Ahmaud Arbery had been murdered within weeks before. Since 2014 there have been nearly 2000 deaths from police brutality in the US with little to no consequences other than a short outcry of outrage before that is swiftly pushed aside for the next video of the day — and if there are no consequences for acts of extreme brutality, what hope is there in stamping out the daily micro aggressions, unconscious bias and other non-violent forms of racism that occur within the fabric of our society? But whether it’s the combination of the COVID pandemic or shifting attitudes or the digital age we live in making news feel closer to home, it feels like there is something different about this current outpouring, people seem to be open and actively wanting to do better and be better, and that means having uncomfortable conversations, educating, and figuring out how best to support the cause — and that is hopeful. Experience and history however means that I am holding my breathe.
What Black Lives Matter campaign has impressed you the most?
I don’t know if I can truly say a brand has truly impressed me in their response/campaigns around BLM, because more than anything it is sustained actions over a couple of posts about solidarity that is what truly should be impressive. However, companies like Ben and Jerry’s have a long history of brand activism and they continue to showcase devotion to causes, and it is encouraging to see brands that have actively made donations like Glossier (but money isn’t enough when your brand practices are not anti-racist). Brands who also have actively called out racist followers like PG Tips also are encouraging to see.
What Black Lives Matter related initiative do you admire at the moment?
I think brands and celebrities that are using their platforms to uplift and support the voices and initiatives of persons of colour should be applauded. From Beyonce releasing the directory of black owned small businesses in the US to Pull up or Shut up initiative are great — they are encouraging accountability whilst spreading knowledge. I think a lot of brands have shared carefully worded statements of support, but accountability to make good on the promises they proclaim that they will make is another thing.
What’s the main thing you think companies should consider when posting about Black Lives Matter?
Is it truthful — yes awareness is key and does stimulate conversation, but talking needs to lead to tangible actions. Saying all the write things behind a carefully curated social media feed doesn’t eradicate the problem. Are you working with communities to create the most authentic content possible? And what is the ultimate purpose of you posting around this? People can see through performative posts and the internet has a long memory — so think carefully and respectfully before you post — and listen to your POC staff.
How do you feel the conversation can be continued?
Creation of meaningful, accessible content and collaborating and uplifting voices from the community to tell their own stories — this needs to be thought of with short, medium and long term activations, and not as a knee jerk reaction to a particular moment in time.
We want to give a huge thank you to Annie Andoh for taking part in BLM — Continuing the Conversation. In our last edition, we had the pleasure of hearing from Nana Crawford from the British Red Cross. Join us again for the third edition with Ryan Walker from WorldRemit! If you have any questions feel free to reach out to the Social Misfits Media team at james@socialmisfitsmedia.com.
