HomeBusinessHow to Turn Community Impact Into a Competitive Advantage
- Advertisment -

How to Turn Community Impact Into a Competitive Advantage

- Advertisment -spot_img

Opinions expressed by Entrepreneur contributors are their very own.

When Tiyale Hayes displays on his journey from the DMV space — one in every of six kids raised by a single mom — to turning into Govt Vice President for Insights at Black Leisure Tv (BET), he would not simply see private success. He sees the ability of genuine illustration and group funding that has outlined BET’s 45-year legacy.

“The fruit of your labor is not simply what you obtain,” Hayes explains, drawing from classes discovered throughout his early life at Hampton College. “It is what you plant for others to reap.” This philosophy has grow to be the cornerstone of BET’s social affect technique, remodeling the community from an leisure platform right into a group catalyst that reaches hundreds of thousands of Black People day by day.

Associated: 6 Methods Your Firm Will Profit From Higher Group Involvement

- Advertisement -

The authenticity benefit

In an period the place company social accountability typically feels performative, BET’s strategy stands out for its real connection to group wants. Hayes co-leads the social affect staff, together with Kimberly Paige (Govt Vice President and Chief Advertising Officer), that works straight with group members and customers, guaranteeing that each initiative displays real-life experiences somewhat than boardroom priorities.

This authenticity pays actual dividends. When a mom of an LGBTQIA+ youth reached out to thank BET for displaying her daughter on tv — offering what Hayes calls a “risk mannequin” — it underscored the community’s distinctive place as each a mirror and a beacon for various communities.

“We’re not simply creating content material,” Hayes notes. “We’re creating pathways for individuals to see and have a good time themselves and their potential.”

Strategic programming that strikes markets

BET’s signature packages display how leisure firms can drive significant social change whereas constructing model loyalty. The Black Males’s Summit, for instance, addresses important points going through Black males, from financial empowerment to psychological well being, creating area for brave conversations typically absent from mainstream discourse.

America in Black, their 60-minute information phase, fills info gaps left by conventional media, whereas Rap Lyrics on Trial tackles the intersection of music, tradition and legal justice — points that straight affect their core viewers.

These aren’t simply feel-good initiatives. They characterize strategic investments in group engagement that strengthen BET’s market place whereas concurrently strengthening households and communities. Whenever you authentically serve your viewers’s wants, you construct loyalty that transcends conventional promoting metrics. It is no shock that BET isn’t just the #1 community for African People but in addition ranked “Greatest in Class” throughout 5 main classes, together with prime community respecting Black viewers’ tradition, based on a 2015 Model Love research.

The partnership multiplier impact

Good enterprise leaders perceive that affect scales by way of partnerships, and BET’s collaboration technique gives a masterclass in leveraging relationships for group profit. Their work with faculty alumni chapters to host galas creates a number of touchpoints with educated, influential group members whereas elevating funds (and buddies) supporting instructional establishments.

The “School Hill” program and sponsored homecoming occasions faucet into the cultural significance of our nation’s 101 traditionally Black schools and universities (HBCUs), reaching audiences at pivotal life moments when model affinity types lasting connections.

Maybe most importantly, BET’s $25 million partnership with Paramount for “Content material for Change” demonstrates how company collaboration can amplify social affect with out diluting model identification — a vital consideration for any enterprise seeking to scale their group engagement efforts. Content material for Change is a cross-brand initiative that harnesses the ability of content material creation to counter narratives that allow hate and stereotypes. It makes use of analysis, information and innovation to supply extra correct portrayals that positively affect the world.

- Advertisement -

Associated: How Companies of All Sizes Can Drive Optimistic Change

Constructing tomorrow’s leaders in the present day

The community’s company internship program exemplifies how firms can create sustainable affect whereas constructing expertise pipelines. By offering alternatives for younger professionals to achieve expertise in media and leisure, BET addresses each instant group wants and long-term business diversification. BET gives paid internships to undergraduate and graduate college students at totally different places, together with Washington DC, California, New York, Illinois and Georgia, simply to call a couple of.

This strategy creates what economists name “constructive externalities” — advantages that reach past the instant transaction. Interns acquire worthwhile expertise, the corporate accesses recent expertise and views, and the broader group advantages from elevated illustration in media management. It is a win-win scenario.

Measuring what issues

Hayes’s position as EVP for Insights displays BET’s dedication to data-driven affect evaluation. Not like conventional company social accountability packages that rely closely on feel-good metrics, BET’s strategy emphasizes measurable group outcomes. A latest annual report highlighted voter registration and civic engagement, Black financial empowerment initiatives and psychological well being and wellness consciousness.

This deal with insights somewhat than simply outputs allows steady program refinement and demonstrates return on funding (ROI) to stakeholders — a important issue for sustained funding in social affect initiatives.

The entrepreneur’s takeaway

BET’s 45-year journey gives a number of actionable classes for entrepreneurs, CEOs and business leaders searching for to construct significant group affect:

1. Begin with genuine connection: Earlier than launching any initiative or program, perceive the group you serve. Authenticity is not a buzzword — it is a dedication. It might probably’t be automated, manufactured or outsourced. It takes buy-in, time and belief.

2. Assume past charity: Probably the most sustainable social affect comes from initiatives that align enterprise goals with serving group wants. Search for win-win alternatives somewhat than one-sided giving. Do not simply give — construct. Begin with the top in thoughts. As an example, you would possibly be taught with/from the group about their pressing want for better illustration in media, authorities or business. Then create social affect efforts (e.g., internships, practicum, fellowships) that function sustainable expertise pathways.

3. Leverage partnerships strategically: Collaboration multiplies affect whereas sharing prices and dangers. Search for values alignment, not simply model synergy.

4. Put money into measurement: Observe significant outcomes, not simply actions. This allows steady enchancment and justifies continued funding to stakeholders. Inform a narrative that goes past numbers — however all the time begin with proof.

5. Play the lengthy sport: Group affect requires sustained dedication. Fast wins matter, however lasting change occurs by way of constant engagement over time. Keep in mind, actual affect is not constructed in a single day. BET’s success comes from arduous work that provides rise to good work on behalf of these they serve.

Associated: Why Social Impression Is the Solely KPI That Ought to Matter for Entrepreneurs

As BET celebrates its forty fifth anniversary, Hayes, his staff and colleagues proceed constructing on many years of group funding. Their success demonstrates that companies can drive significant social change whereas attaining business success — however solely when that dedication comes from an genuine place.

For enterprise leaders seeking to make an enduring affect, BET’s blueprint gives a confirmed path: Perceive your group deeply, serve their wants authentically, measure what issues, and keep dedicated for the lengthy haul. The fruit of that labor, as Hayes discovered at Hampton, advantages everybody.

RELATED ARTICLES

LEAVE A REPLY

Please enter your comment!
Please enter your name here

- Advertisment -
- Advertisment -

Most Popular

- Advertisment -
- Advertisment -spot_img