My mom, and your mom, almost got it right: If you don’t have anything to say, don’t say anything at all.
Same applies in brand building (and yes, everything is brand building).
Did anyone forget that the Fourth-of-July/Mother’s Day/Happy-National-Hat-Day just occurred? Did they need your brand to remind them, or help them celebrate it? No surprise: No. Nor are they buying your newfound inclusivity since you are posting on fill-in-the-blank-I’m-doing-the-minimal-support opportunity everyone else is doing on the day everyone else does it.
Or did you do it because you needed to put something out there to stay "top-of-mind"?
Want to know the secrets:
Frequency is never more important than content.
Content only counts if it is both relevant to your audience AND your brand.
None of it matters unless it’s memorable.
You can’t be memorable following a crowd.
Bonus PSA: if you do want to show your support for a cause, do something. Actions are far louder than words.
Good luck out there. XO