Representation

Viewers/users know when a brand is not being genuine in their social media practices. Information is easily accesible on the internet, so users can look up information on the internet about your organization. Even former employees on sites like Indeed can post about their experience working for your organization. 

An audience would generally like to associate themselves with  an organization tha aligns with their values. According to an article on sprout social called 'Why Diversity in marketing and social media is non-negotiable,' “40% of consumers will pick a brand over a competitor because the brand aligns with their values.” That number probably had only increased during the COVID-19 pandemic with events such as the Black Lives Matter protests and the overturning of Roe v. Wade. 

It is amazing to show that your organization culturally diverse, but it is best to show that not in a forced way. 

What is forced representation? Forced representation is when an organization constantly uses the same person and occasionally push their "allyship" about an "important" culture such as organizations only modifying their logo to rainbow colors for pride month (this actually gets a lot backlash because more often than not, these same companies don't really do much actively to support LGBTQIA+ individuals any other time of the year). Just like how an audience can tell when an organization is being authentic, an audience can look up how an organization supports marginalized groups.

To accurately, post what your organization values, first look at your organization's internal and external users. Try to figure out who is currently hired at your organization, who is your audience, and who currently follows you on social media. You can gather a lot of data just from that information alone. You can start by getting your internal information by talking to your employees or even asking for the numbers of who is employed. For your audience, this information can easily be done through an audit or you can even look at what your audience like and follow on social media.