Month: September 2020

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Digital Marketing Online Marketing Tips and Tricks Web Design Web Development

ADA Compliant Website and Risk Mitigation 101

Thumbs up for having an ADA compliant website!

ADA Compliant Website and Risk Mitigation 101

Is your business’s website ADA compliant? Creating an ADA compliant website for your organization is a necessity! This is both for a better user experience and to mitigate the risk of legal repercussions. 

In this article, Social Link delves into the ins and outs of ADA compliance. Use it as an educational resource to learn more and mitigate risks. We even included three checklists to help ensure your website is ADA compliant! 

What does it mean to be ADA compliant?

In September 2010, the Department of Justice (DOJ) published the Americans with Disabilities Act (ADA) Standards for Accessible Design. 

This standard stated that “all electronic and information technology must be accessible to people with disabilities.” In other words, all websites must be accessible to people with disabilities. 

To avoid any confusion, please note that ADA compliance is not the same as a 508 compliance.

There are several key components to making ADA compliant websites. We included checklists for the three levels of compliance. Level A, AA, and AAA offer three variations of complexity. 

Who does this law affect?

This law affects:

  • People with disabilities as well as their friends, families, and caregivers
  • Private employers with 15 or more employees
  • Businesses operating for the benefit of the public
  • All state and local government agencies

Who needs to be ADA compliant? 

Any commercial or public entities that have “places of public accommodation” should have an ADA compliant website. Places of public accommodation encompasses the internet. The DOJ is currently determining the specifics of these regulations. In the meantime, they will not tolerate website discrimination. 

E-commerce businesses are the highest on the list of companies that need ADA compliant websites. If they are not compliant, they could get brought to court. For example, Target and Amazon were sued several years ago over this issue and they both lost. 

Healthcare organizations, hotels, travel agencies, and educational institutions are also in dire need of ADA compliant websites. However, every business with at least 15 employees should have an ADA compliant website.

How does Social Link make my site compliant?

Social Link is here to help make your site ADA compliant. It’s absolutely worth every penny. Being compliant not only improves the user experience of your site, but it also saves you from a potential lawsuit. After all, a lawsuit is the last thing your business needs to endure. 

To make a site ADA compliant, marketing agencies like Social Link devote many extra hours of work on a project. The specific timeline depends on the size of the company and what level of compliance you want to reach.  

If the ADA compliance level is built in as the site is initially created, it isn’t as complicated as doing it retroactively. That being said, the work can certainly be done after the fact. It just has to be completed within the confines of the established site’s code. 

ADA Compliance Checklists

Interested in specifically finding out what makes a site ADA compliant? The following three checklists outline the different levels of compliance. Happy learning! 

Level A Compliance Checklist

Level A is the most basic level and provides the minimal amount of accessibility for a website.

  1. All the non-text content should have alternative text.
  2. The video content should include captions along with the audio.
  3. All the video and audio content need to have a text transcript or description available. 
  4. Present Navigations and Header tags in logical order.
  5. Don’t use a presentation that relies on color.
  6. Do not play audio and video automatically.
  7. Offer full website control through keywords.
  8. Provide user controls for moving content.
  9. Include a “Skip to Content” link.
  10. Provide User controls on time limits.
  11. Do not use Automatically scrolling or blinking content.
  12. Page titles clearly and accurately describe page content.
  13. All the links’ purposes are clear from their context.
  14. Web pages should have a language assigned.
  15. Elements should not change on focus.
  16. Clearly identify input errors and provide text-based notification to users.
  17. Provide proper guidance and instruction where user input is required.
  18. Website should be compatible in all browsers and available through user’s assistive technologies.
  19. Make sure there are no major code or validation errors.
  20. No strobe effects or rapidly flashing colors occur on the site.
  21. Forms have proper labels and legends that can be read by screen reader software.

Level AA Compliance Checklist

Level AA provides a sufficient amount of accessibility and complies with Level A Conformance checklist.

  1. All the live video and audio include captions.
  2. Provide audio descriptions for all pre-recorded video content.
  3. Text content and images of text must have a contrast ratio of 4.5:1.
  4. Text can be resized to 200% without loss of content or function.
  5. Minimize the use of images where text can achieve the purpose.
  6. Web pages can be accessed in multiple ways.
  7. Keyboard focus should be clear and visible.
  8. Notify users when the language on a page changes.
  9. Redundant links are minimized.
  10. Suggest fixes when users make errors.
  11. Menu, Icon and Button usages are consistent.

Level AAA Compliance Checklist

Level AAA provides the maximum amount of accessibility and allows users to navigate a website without any limitations. This level complies with both Level A and Level AA conformance checklists.

  1. Use sign language translations for videos.
  2. Add extended audio descriptions for videos.
  3. Provide an alternative text for videos.
  4. Offer live video alternatives.
  5. Contrast ratio between text and background is at least 7:1.
  6. Audio is clear without any excessive background noise.
  7. Minimize the use of images where text can achieve the purpose.
  8. Complete control over keyboard accessibility.
  9. There is no time limit for web content.
  10. There are no interruptions while navigating to the website.
  11. Save user data when re-authenticating.
  12. All the links should have a clear purpose given in text.
  13. Separate content with headings.
  14. Explain the strange words and abbreviations.
  15. A nine-year child should be able to read the website content.
  16. Don’t change elements without a user’s request.
  17. Minimize the risk of interruptions or errors.
  18. Provide complete support and instruction.

Looking for help?

Does your business need help tackling ADA compliance issues? Social Link is rearing to go and ready to help! As your go-to virtual marketing agency, we not only design and develop websites, but we also ensure they are ADA compliant. We’ll help you grow your business and mitigate potential risks. Ready to talk? Hit us up any time to learn more or get your questions answered.

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LGBTQ Marketing Agency Tips

Social Link is a lgbtq marketing agency in Nashville TN

Looking for LGBTQ marketing agency tips? Are you ready to target the right people and diversify your audience? You’re in the right place.

A common mistake many companies make is bypassing a crucial component of the public: the LGBTQ community. This niche group encompasses a multitude of personalities and traits. They are a fun yet serious, smart, loyal, vibrant, and lively bunch.  

You will increase your marketing success if you make an authentic impact within the LGBTQ community. You’ll also be more inclusive and welcoming to any audience, including non-LGBTQ allies.

Your marketing agency or business truly misses out if it ignores the importance of the LGBTQ community. As an owned and operated LGBTQ marketing agency we wanted to share a few helpful tips.

Why target the LGBTQ community?

Not sure why your marketing agency should make a genuine effort to reach the LGBTQ community? We’re here to fill in the gaps. 

First, here are some fast facts:

Key Insights from Industry Leaders about the LGBTQ Market

  • Valerie Vargas, SVP of Advertising and Creative at AT&T: “In everything we do, we want to make sure it comes from an authentic place. We make sure to include diverse points of view and perspectives. We are mindful of the importance of authentic LGBTQ representation in advertising, and understand that supportive messages can inspire new allies, which is why we share them beyond the LGBTQ community.”
  • Lauren Longnecker, Senior Brand Manager at Stoli Vodka: “We are really getting the audience engaged, not just as spectators, but actually showing up in various markets that have a high concentration of the [LGBTQ] community. It’s important to engage with the community 365 days a year, not just show up for Pride in June and then take the rest of the year off. It is very important to us to physically be there, not just making a donation or donating products.”
  • Jen Palmer, Director of Social Marketing and Head of Pride and Allies Employee Network Group at T-Mobile: “Brands have to go all-in if they want to market for diversity and inclusion. Consumers are smart, and they can see beyond the brands who are doing something just to benefit their bottom line, it has to be part of a company’s culture, at every level.”
  • Jeffrey Huang, Senior Manager of Employee Engagement and Events at Salesforce: “When companies don’t focus on inclusion, they risk appearing disengaged, out of touch, or even offensive. However, when they successfully plan inclusive events they better connect with their diverse customers and build lasting brand loyalty. From venue selection to RSVP forms to restroom signage, it’s important to make sure all guests feel seen, heard, and considered.”

How to successfully market to the LGBTQ community in an authentic way:

Start small.

Your LGBTQ marketing agency doesn’t have to paint a rainbow flag mural on the side of your building or march in every big-city Pride parade. Start small and local. In other words, take baby steps. Determine what local non-profits and LGBTQ organizations your business can get involved with, and go from there.

Ramp it up.

Once you’ve successfully covered your small, local ground, consider branching out and taking advantage of bigger opportunities. An example is having a booth at a local Pride event. Then reassess and evaluate the result. A good LGBTQ marketing agency will help you track and monitor key performance metrics to ensure your message is being positively delivered.

Jenn Grace, a LGBTQ business strategist, stated, “That’s where you want to weigh the pros and cons and [ask yourself the question] does this make sense for our particular business. In some cases it might not. Trying to force it is only going to do more damage to the company’s brand and make the community even more skeptical of them.”

Do your research.

As a marketer, you need to conduct research. It’s crucial that your agency is well-educated on the community you’re targeting. Make sure you’re up to date on lingo, current events, and other nuances.

A common mistake is to push LGBTQ advertising and marketing only to LGBTQ specific spaces and media channels instead of incorporating this message into your company’s mainstream marketing.

Look internally.

Evaluate your agency’s beliefs, employees, values, and hiring practices to make sure they align with the LGBTQ community. 

“If a company that notoriously has terrible discriminatory policies and practices toward the community and no benefits and tries to advertise or get involved in any way they are going to be met with skepticism until they prove otherwise,” Jenn Grace said.

Use gender-neutral language.

Whenever possible, use gender-neutral terms. Not just for ads, but on your website, social media, employee handbook, and more. A solid LGBTQ marketing agency will help you define what channels to push specific messages to.

Instead of saying his, hers, guys, girls, ladies, gentlemen, etc., say: they, theirs, friends, folks, team, y’all, guests, everyone, etc. 

Normalize > Stereotype.

There’s no need to put the LGBTQ+ community on a pedestal during Pride Month or go overboard with the “We see you, we support you, we love you!” messaging. Simply incorporate LGBTQ people into regular, everyday depictions of life. 

Normalize gay parenting, transgender kids, queer couples, etc. by representing them in ads or marketing in a casual way. The point isn’t to stereotype or scream, “Check it out! LGBTQ people!” but to simply recognize them as normal people who go to work, make dinner, pet the dog, and kiss their kids goodnight, just like everyone else. 

Business and Workplace LGBTQ Resources 

Further educate yourself by checking out any of the following LGBTQ resources in business and the workplace. This list was compiled by the Library of Congress.

This snapshot showcases the economic and social impact of American LGBT businesses and entrepreneurs. You can also find LGBTQ marketing agencies that will help align your business with specific strategies to enter the LGBTQ market.

This Time magazine article was published back in 2016. However, its discussion on the need for a full accounting of the nation’s LGBT population for legal, health, and economic reasons still resonates to this day.

If you’ve never heard of Dr. Gary J. Gates, he is a well-renowned expert on the geography and demography of the LGBT population. 

Policy analysts and social scientists from Williams Institute offer facts and figures about the LGBT Community.

Nonpartisan fact tank Pew Research Center conducts “public opinion polling, demographic research, content analysis, and other data-driven social science research.” Search the site for LGBT to find lots of helpful marketing data. 

  • Same-Sex Couples (U.S. Census Bureau)
    The Census Bureau provides data tables, working papers and other publications on same-sex couple households. As a LGBTQ marketing agency we frequently reference this as a guide with our clients.

LGBT- owned businesses are encouraged to register with the NGLCC. Since we are a proudly owned LGBTQ marketing agency we are registered with the NGLCC.

Pathway Lending is a good place for small business loans and lines of credit.

Social Link is a virtual marketing agency that has proudly worked with a variety of LGBTQ-owned businesses. This includes Sugar Creek, Miranda’s, the Nashville LGBT Chamber of Commerce, My Urgency MD, and the National Drag Museum. 

If you’re interested in learning more about inclusion, check out our blog post on diversity and inclusion in marketing or our article on ADA compliant websites and risk mitigation.

If you’re looking for marketing help for your business, we’re here to help! From strategic planning and content creation to website design and development, Social Link has the marketing support you need. We’re your partner for progress and performance.

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Blog Digital Marketing Tips and Tricks

10 Marketing Analogies to Use for This Image

Iceberg With Above And Underwater View Taken In Greenland. Iceberg - Hidden Danger And Global Warming Concept. Iceberg illusion creative idea

10% is what you see…90% is what holds it up.

Success is only the tip of the iceberg…

You may know me, but you have no idea who I am.

We only see what’s on the surface.

IQ / EQ

A Film / A Book

What I Say / What I Think

Conscious Mind vs the Unconscious Mind

What you think I did, vs. what I actually did

Sales / Marketing

Thanks to Ingrid Miera for the awesome Pinterest board for inspiration. https://www.pinterest.com/imiera/iceberg-analogies/

And especially thanks to iam-citrus for the beautiful artwork that I was happy to purchase and promote for you 🙂 https://www.vectorstock.com/royalty-free-vectors/vectors-by_iam-citrus

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Blog Email Marketing News Online Marketing

You’ve Got Mail: The Voice Behind AOL


You’ve Got Mail: The Voice Behind AOL
America Online celebrated its 35th birthday on May 24, 2020. If you can close your eyes and quickly conjure up the nostalgic sound of AOL dial-up and the iconic “You’ve got mail!” message, then you’re in good company. Whether you were an adult, teen, or kid during this time period, you likely have fond memories of AOL. 

For most of us, AOL was our first experience gaining easy access to the world wide web. Although “easy” is a relative term, given the amount of hours wasted sitting in front of a bulky computer monitor, waiting for the running man icon to connect us to our inbox while dial-up screeched and screamed in the background.

Remember arguing with your mom or sibling over whose turn it was to hog the telephone line by logging onto AOL? Back then, Instant Messaging friends or checking email was a revolutionary experience. We couldn’t even imagine the freedom that WiFi would one day bring.

Elwood Edwards is the man behind the legendary AOL voice. His wife Karen worked for Quantum Computer Services, which launched the AOL software in 1985. After overhearing company co-founder Steve Case discuss adding a voice to the program, Karen volunteered her husband’s services. Edwards worked as a voiceover actor for TV commercials, so it made sense that he landed the job.

He originally recorded the simple phrases we’ve all come to know on a cassette tape in his living room: Welcome. You’ve got mail. File’s done. Goodbye.

“I don’t think anyone had any idea what it would become,” Edwards explained on a September 2019 episode of the podcast Twenty Thousand Hertz. “Certainly, had I realized it at the time I would now be retired, but I’m not. Even today, I have an AOL account, an email account…When you sign on to that, you still hear me say, ‘You’ve Got Mail.'”

Edwards was paid $200 for lending his voice to the program. Now, he’s retired and sometimes makes extra money as an Uber driver. A few lucky passengers have recognized his voice and posted videos of their interactions with him.  

At one time, AOL was our everything. Since then, technology has advanced at such a rapid pace that we forget what a miracle it used to be to simply access an email inbox.

It’s astounding the advances we’ve made since America Online first debuted: WiFi, mobile hotspots, social media, smartphones, apps, Bluetooth, oh my! Also, no one even has landlines anymore.

Society has changed so much since AOL was our primary focus, but one thing that hasn’t changed is our desire to be connected to the world around us. The internet gives us access to communicate with friends in other states, watch videos filmed in other countries, and access everything from science lessons and history archives to celebrity gossip sites and makeup tutorials—all at a rapid pace. Long gone are the days of putting in hours in front of the computer to just read a few emails.   
 
We’ve come so far since Elwood Edwards first uttered, “You’ve got mail.” Who knows what the next 35 years will bring? 
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Blog Digital Marketing Featured News Online Marketing Web Design

Diversity and Inclusion in Marketing

diversity marketing agency
diversity marketing in todays market

Current Events in Diversity and Inclusion in Marketing 

Diversity and inclusion in marketing have always been important. However, due to the current cultural climate and pandemic, these elements are even more of a focus for marketers than ever before. 

Why now?

Lily Zheng, a diversity, equity, and inclusion consultant explains it best, poignantly writing in the Harvard Business Review: “We are in two crises right now, an economic crisis and a people crisis, and organizations that acknowledge only one risk exacerbating the other. Diversity, equity, and inclusion efforts can be a powerful solution to both challenges — but the nature of diversity work must evolve to meet that charge. We need to broaden our definition of DE&I work to capture the new challenges of working amid a pandemic and develop an approach that focuses on solving real problems, not maintaining appearances.”

Diego Tuya, Creative Leader at an Argentinian advertising agency, stated, “We are at a pivotal point in society where we have the opportunity to use images that reflect a world we want to be part of. Images where diversity is key, where subcultures are celebrated, and where expected gender and societal roles are smashed.”

Room for growth.

NewsCred Insights found that over 91% of U.S. marketers agree with the statement, “there is still room for growth in using more diverse images by marketers.” Clearly many American companies have a diversity blindspot that could impact business growth.

It’s become increasingly apparent that many companies, big and small, haven’t fully embraced diversity and inclusion in their marketing campaigns—and they’re being called out on it. With all this at the forefront, many businesses are scrambling to right their wrongs, embrace diversity and inclusion, and put their best foot forward.

You want to be truly representative of a varied audience when creating marketing materials, right? It’s crucial that your brand is inclusive in its imagery, themes, and language. If you’re struggling with identifying your target demographic and knowing if your marketing efforts are diverse in a variety of categories— age, race, gender, body size, disabilities, etc.—you’ve come to the right place.   

Let’s get started with some cold, hard facts. Who doesn’t love a good statistic?

These numbers make it impossible to deny how critical it is for companies to focus efforts on diversity, equity, and inclusion marketing.

Definition of diversity and inclusion.

Diversity is defined as “the condition of having or being composed of differing elements : variety especially.” One of the definitions of inclusion is “the act or practice of including and accommodating people who have historically been excluded (as because of their race, gender, sexuality, or ability).”

But what exactly do diversity and inclusion mean in relation to marketing? 

Zebra Strategies, a strategic marketing and research firm specializing in diversity and inclusion marketing, explained: “When applied to marketing, diversity, and inclusion are all about respecting and appreciating differences. It ensures that everyone’s voice gets heard, no matter what their racial, socioeconomic, gender, sexual orientation, age, or cultural background is.” 

Customers need to relate to your brand.

First things first: you must understand who your demographic is and connect with them.

If potential clients go onto your website or check out your marketing materials and don’t see themselves represented in any way, they aren’t going to be too apt to become actual customers. 

“If your customers are different than you and they feel unrecognized, you will begin to lose them,” stated author Michael P. Crone in his “Diversity Marketing & Cultural Awareness” paper.

“Truly diverse and inclusive content – the kind that resonates consciously and subconsciously with your audience – requires far more than an image,” said Ann Gynn, a writer for the Content Marketing Institute. “It requires thinking more deeply, from your audience research to your team structure, from your style guide to your user experience.”

Take a look at the man (or woman) in the mirror.

It’s imperative that organizations assess themselves and take a step back to reflect. “If you seek to enter diverse markets, your organization must become the market you seek,” said Del Johnson, a principal at Backstage Capital, a venture capital firm that has invested over $7 million in companies founded by underrepresented entrepreneurs. 

“The more distance there is culturally between your team and the market, the less ability you will have to execute. We all fall into particular biases. That’s why you need to have culturally competent people in the room who have the power to affect decisions. By bringing in the talents of those who have traditionally been overlooked, you unlock true creative expression — and build an organization able to check its biases.”

Authenticity is key.

Consumers can tell when a brand is coming from an authentic space versus regurgitating what they think they should be saying. Your business needs to truly walk the walk and “reinforce its value proposition from the inside out if [you] want to drive change,” according to Shelley Zalis, CEO of the Female Quotient, a women-owned business committed to advancing workplace equality. 

People want to see a reflection of themselves in advertising. Make it believable, relatable, and brand-appropriate. It shouldn’t come across as forced or unnatural. It needs to make sense and reflect your audience. Don’t go overboard. For example, if you’re looking for marketing images for your maternity clothing boutique, don’t pop in a photo of elderly woman just to seem inclusive. Grandma isn’t getting pregnant; we don’t need her on your website. (No offense to Nana, of course). 

All shapes, sizes, ages, and abilities.

Don’t forget that diversity is more than just color and gender. Audiences want to see people of all shapes, sizes, ages, and abilities. A good example of a brand celebrating diversity is clothing company Aerie, which found great success with their #AerieReal marketing campaign. The ads feature diverse, non-airbrushed models with a wide range of body types and ethnicities wearing everything from T-shirts and workout outfits to bikinis and underwear. Their ads look more relatable and real than their competitors’ images. They also use models with disabilities, which is a huge win.  

Go beyond the rainbow.

When it comes to being diverse and inclusive for the LGBT community, “It is not enough to put a rainbow on a product and call it a marketing strategy,” said Sarah Kate Ellis, president and CEO of GLAAD, a nonprofit that advocates for the LGBTQ community. 

“Brands need to take the initiative to reflect the world we live in by showcasing the wide range of diverse identities within the LGBTQ community,” Ellis continued. “This includes transgender and non-binary people, as well as gay and lesbian parents with children. When a trans woman of color is represented in a commercial or ad, it builds understanding and sends a validating message to trans people everywhere.”

Casting call.

Don’t use models as props or a check mark for your diversity to-do list. If you’re casting actors or models for a campaign, popping one person of color into a sea of white isn’t enough, and you’ve clearly missed the point. It makes the multicultural person seem like a token you’ve used to fulfill some sort of quota, which is inauthentic and leaves viewers with a bad taste. 

Don’t create content that tries to shove a particular gender, race, or age in a stereotypical mold. It can be offensive and create a backlash, which is obviously the opposite of what you want. For example, you’re filming a commercial with an office scene. All the employees are played by male actors, with the exception of one female who plays a stereotypical secretary. That won’t bode too well for your ad. Push beyond the boundaries ingrained in your mind and brand.   

Stock photos galore.

Maybe you don’t have the marketing budget to create your own content from scratch. And that’s okay! There are lots of good options available at your fingertips. If you’re looking for diverse stock photos, explore the internet to find a whole range of potential images. Get creative with where and how you search for imagery. Some pros of using stock photos are it’s cost-effective, quick, and easy to find a variety of images that could work well with your brand. Cons? These photos won’t necessarily be unique to you, as other site users have access to them as well. You might not find exactly what you’re looking for, depending on how strict your parameters are; the more niche your marketing needs are, the harder it could be to find the perfect images.   

Here are some great stock photo options to get started:

  • PhotoAbility is a stock photography website specializing in pictures of people with disabilities in travel, leisure, and lifestyle settings. 
  • Death to Stock is an artist-owned co-op that provides users with the “freshest, authentic stock photos and videos with unlimited downloads and new work added every month.” 
  • TONL offers “culturally diverse stock photos that represent the true world we live in.”
  • Diversity Photos prides itself on being inclusive, authentic, and relevant, offering users a wide range of diverse photos.
  • Raw Pixel proudly states that they have design resources for everyone. 
  • Unsplash is a free (yay!) site powered by creatives around the world.
  • Stocksy has art-forward images showcasing a variety of races and cultures.

Think big.

When choosing imagery and graphics that reflect diversity, you don’t have to be literal—your brand doesn’t have to feature cheesy, trying-too-hard photos of people of multiple races and genders holding hands and singing Kumbaya. 

Diversity and inclusion marketing can be portrayed in a variety of ways, using everything from inanimate objects to color stories instead of faces, bodies, or hands. 

A diverse story can be told in a unique way with a wide variety of images if you think outside the box. 

More than marketing.

If your business needs to fix diversity and inclusion marketing problems outside of just the marketing department, Lily Zheng, the DE&I consultant mentioned earlier, has a few key tips. Lily suggests that leaders collect information on the opportunities that are most important, and then match problems with specialists as needed. Her recommendation is that businesses create a strong strategy at the top as well as allow individual leaders and managers to have the freedom to implement it within their own teams. She reminds organizations that diversity and inclusion marketing isn’t an issue with a one-size-fits-all solution. Flexibility is important.

Remember: it’s a journey.

This isn’t a one-and-done situation. Ensuring your marketing is diverse and inclusive is an ever-evolving process. It sounds dramatic to say that your diversity work is never done, but it’s true. There’s always room for growth, always room for improvement. 

Resources

Here are a variety of resources to guide you as you continue to navigate the waters of diversity and inclusion marketing.

Social Link is here to help.

If you’re looking for marketing help for your business, we’re here to help! From strategic planning and content creation to website design and development, Social Link has the marketing support you need. We’re your partner for progress and performance.

Potential accompanying photos:

https://www.pexels.com/photo/heart-fruit-form-708513/

https://www.pexels.com/photo/alphabet-blur-color-conceptual-1152661/

https://unsplash.com/photos/pMW4jzELQCw