With over two billion users on Facebook and one billion on Instagram, it’s no surprise that many companies choose to market their brand or products on social media. Most communications and marketing professionals would also argue that there are very few reasons why a brand or company shouldn’t have a social media presence. However, recent research shows that more traditional forms of communication like email should not be overlooked.

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Nike’s new advertising campaign with Colin Kaepernick has made waves among consumers, in the media and political circles. Regardless of your stance on Kaepernick and whether or not it’s acceptable to kneel during the national anthem, we can all agree that Nike’s campaign, which risks alienating many of its customers, is a bold one.

Before Nike unveiled their new campaign, they had a net +69 favorable rating among consumers, per a Morning Consult consumer survey report. It’s now declined 34 points to +35 favorable.

This begs the question should brands take a public stance on social issues if they don’t have to?

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