Who knew changing my Facebook profile frame would cause a massive political battle full of harsh rants, inane GIFs, and incomprehensible – amounting to 320 (and counting) – comments?

After the picture stamped with Biden/Harris was up, I didn’t look at Facebook until 5pm the next night. Flabbergasted, I couldn’t help but grab the popcorn and scroll through.

From eloquent middle finger emoji’s to name-calling – “democrat snowflake head in the sand lover of pedophiles and rapists” – to nasty, vulgar attacks on those who merely stated facts, both sides had something to say. It was not all bad. Regardless of whom some commenters choose to vote for, respect was still shown. One said, “Looks like crazies on both sides. Just quit hating. I’m a conservative. I respect others’ views. Love you Maddie.”

I have gone through so many emotions: disbelief, annoyance, resentment, pained … but, really, hurt rings truest. Hurt that people think their responses are justified, or correct, or merely allowed to be put into writing. Devastated that our country has come to this.

The posts by “friends” continued. Commenters merely repeating what has been said by those with agendas, continuing to push false statements, such as*:

• “You have no clue biden has. Dementia like u.” – Chris Tsiatsis, Former VP, JP Morgan Chase Bank

• “Baby killers, gun grabbers, child molesters, supporters of the lazy consumers, anti Christian and the family as God designed ….. Quick summary of liberals 001 !” – Monte H Lane, unemployed

• “You can’t seriously live in Houston… for that matter TEXAS, and publicly support a pedophile and Piece of shit Harris to run our country?!?!?!...” – Lucky Kilmer, President, Coastwide Construction

Like they say, “hurt people, hurt people”. Our country and its people are hurting. Are we past the breaking point? Fingers pointed; one side against the other. Hearts filled with hostility, not knowing how to move forward except to stand by their convictions and unable to grasp there may be a better way.

As a business owner, it was time to ask: Do I stay silent and complacent, or share my beliefs?

Until this picture, politics remained off-the-table. Like most, I thought it best for my brand – only sharing reminders to vote, polling locations, or pictures of myself with an “I voted” sticker.

Staying quiet seemed like the best tactic. Right? Show all clients and prospective customers are welcome. Let others fight it out on Facebook. Yet, comments continued. While some were well thought out, the hostility raged on – from both sides.

This is a pivotal time. Brands must take a stand. We can no longer stay neutral. Decision, made.

In fact, “nine out of 10 people actually say that they feel better about a brand when it takes a social or environmental stance,” says Marc Pritchard, Global Brand Officer, Procter & Gamble. “More than half of people are making choices on brands based on shared values and more than half of people from Gen Z all the way to boomers really expect brands to take a stand on societal issues.”

A new era! One of change, where activists expect a brand to get involved rather than sit on the sidelines. Yet it must match your values and vision. I volunteer with many non-profits near and dear to my heart – and never gave a second thought about sharing these meaningful experiences with friends, families, and peers.

At Madhouse Media, we are committed to social change, elevating social justice while demanding action. Why not inspire others on political issues? Why stay quiet?

Branding expert David Wyatt, SVP, Elizabeth Christian Public Relations, offered a perfect summation on my Facebook post:

"It's disappointing to have one's "friends" go on the vicious attack for you basically saying "hey, I am voting for the upstanding, moral candidates." It doesn't say much for the reasons those people are defending our president. As for your business reputation, having studied this broadly, we're past the point where professionals and companies can sit out and twiddle their thumbs, hoping they aren't called on to stand for something. Every brand is about something so we are each choosing to be about decency, complicity, or not having enough moral courage to speak up at all. You have done the right thing for your values and your reputation. Keep it up!"

I decided to stand up for decency. I will fight hatred with facts. I will stand up for my beliefs. All in the hopes of empowering others.

If you do it right, you will add value to the conversation.

As long as views are shared respectfully, authentically your brand can affect change. You can inspire people to sign up, act, and join the fight. I’ve put some time into researching the do’s and don’ts for brands when it comes to politics. There is not a lot out there.

Here’s my advice:

Create your brand’s big picture and vision:

A well-crafted social strategy must include stakeholder’s opinions. Decide what you will take a stand on to inform strategy.

Be intentional in the conversations you join:

Does this align with your brand’s vision? Is it authentic? Are you merely talking the talk or walking the walk?

Next, remain calm:

Easier said than done. Don’t stoop to others’ levels. It’s not personal; its politics and everyone has an opinion. You want to be the cool-headed, respectful one. Remember sometimes silence is golden.

“What I find most interesting is the majority of these keyboard bandits would NEVER say these things directly to you,” as one friend stated.

Prepare for every kind of reaction:

You will polarize some by taking a stand, yet you’ll forge connections with like-minded customers. Be ready to respond to those on either side of the aisle. Educate and provide your social team with how and when to respond to comments. Provide executives social media training, as well as what the company’s stances are.

Truly understand the issues:

Before publishing, fact-check yourself. In this instance, I only posted a handful of comments, yet spent time researching then crafting comments as you would with any other marketing message.

Do not make it personal:

Frame your reasoning in terms of the bigger picture. People will want to attack; simply state facts.

Don’t delete comments:

I learned this handling social marketing for a restaurant management company 10-years ago. You don’t want to live in an echo chamber. Let others see what has been posted. If it adds to the conversation, respond.

Learn how to deal with trolls:

Ignore those comments; don’t feed into them. Let others handle it. You should see how some duked it out in comments on my post. Even going as far as wagering bets on who would win the election and fighting with people from the “same team”.

Some of these seem quite, well, basic – yet worth noting. Will you receive slack? Absolutely! Will it mean anything to you? That’s your decision.

Standing up to the truth isn’t always easy. But that’s what makes it so important to do so.

I implore you to not take the easy way out. To rise to a higher level and raise your voice, standing up for what you believe in as a business.

Einstein puts it perfectly, "The world will not be destroyed by those who do evil, but by those who watch them without doing anything."

*Comments as written on Facebook by posters; though, I wish I had editing rights.