Social Goodness

A sneak preview about Claire’s forthcoming book, Social Goodness.

'Social Goodness: How Brands become loved'  written by Claire Burdett

I started researching and planning my book Social Goodness in 2015 after I coined the phrase and registered the domain.

I’ve published extensively on the subject touching on the different elements, incorporated the ideas into my training classes, and we successfully applied what I was seeing for our clients, but I didn’t quite get down to writing the book.

I think it didn’t feel truly urgent until, well, now.

From when we launched The Media Marketing Co in 2009 I could see an emerging trend where customers began expecting businesses to be personable and to care, to take responsibility and lead; in short to be more human. It has been slowly gathering pace over the last decade, and it has literally been rocketed into prominence in the first half of 2020. People are now demanding that brands care, that they help not sell, that they use social media socially, that they are a positive part of the wider local or global community, that they are not just sales people.

The New Normal

The world has shifted and we have a new normal. Now people judge businesses by their actions – they move towards people who are doing good and being lovely because it makes them happy, they cherish those with whom they have a connection and a rapport. They share what makes them smile or laugh and they celebrate what inspires.

If people see organisations that are stupid, vile, selfish, greedy or anything not good, they will move away and avoid them at lightning speed. And it doesn’t matter how good the service or product is – although if that’s bad, that influences their decision as well, obviously.

But it has to be real because people can smell fake at a thousand metres, and we ALL hate it.

On Being Authentic

‘Grating fakeness’ is a term that I heard recently that really sums it up, while Doug Kessler in his interview with me for Social Media Genius Week talked about all those brands we know – and hate – who “do ‘authenticity'” (quotation marks essential), rather than just being authentic.

People today also won’t use a brand whose ethics they disagree with, and especially not if they find the leadership’s views or actions distasteful or abhorrent, because, why would you? There’s so much choice it’s not like you have to, is it? 

On the other hand, consumers will flock to brands and demonstrate great loyalty where brands:

– show that they are walking the talk, acting on their values and not just having them mothballed somewhere in the marketing file.

– actively demonstrate that they are genuinely championing equality and ethical behaviour, doing good within their communities, and being a voice piece for the causes and concerns of their consumers.

– build true emotional connections with their audience and community.

Why Lego is Loved

If you had any doubts about any of this, it has been beautifully demonstrated by Lego over the last month. At the start of the month they were quick to act in response to the death of George Floyd and #BlackLivesMatter, stopping police toy marketing and advertising and donating $4million to charities supporting Black children and tackling racism.

And then at the end of the month this happened:

In other terms, when brands are being responsible, caring, HUMAN and using their influence and wealth for good, they become respected and LOVED.

And while you are unlikely to be in Lego’s league, their example shows that it really does make the most excellent commercial sense to embed Social Goodness in to your company dna, especially in the challenging times we all find ourselves.

Social Goodness

I can’t wait to share the book with you to help you build into your brand marketing all that’s good about what you do and how you can really connect with your clients and consumers concerns and values. To help make your brand truly loved and so ensure that it not just survives, but thrives over the coming years.

Throughout Social Media Genius Week we’ve gained some great insights and learnt even more from our amazing guests about how great this is for everyone when Social Goodness becomes a fully integrated part of business strategy. So I am taking some time to incorporate some of the best elements from the week into the book, which will be published in September 2020.

I’d love you to share your thoughts with me on how you see and do social goodness. You can do that by connecting with me today on:



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Claire Burdett

'Social Goodness: How Brands become loved' written by Claire Burdett