When you just @ the official company account, you're putting your complaints on the desk of the very people that hate you and will try to hide your feedback from executives, investors and owners as long as possible. Break the chain of command. Go beyond the pink/blue hair joke of a person who is running the public face of the company. Wake up the owners before they are in a no-win situation.
TL:DR----^
Here's the thing people absolutely need to understand.
Investors and owners are not as woke as you think they are. They're just getting put into no-win situations while they're still "normies" and the sunk cost fallacy keeps them in line.
The most popular degree for HR and Community manager jobs? Communications degrees. What are the most popular classes for communications degrees? Grievance studies in the forms of feminist studies and racial studies.
What do most discrimination lawsuit settlements require of big corporations? The founding and staffing of giant HR departments at the corporate level, and at franchise locations. What does HR take over to justify their paychecks? Hiring.
This is why company after company is hollowed out and turned into a skin suit. Even Bass fucking pro settled a lawsuit in 2017 that requires them to put uninterested and unqualified sales people into sections of the store that they know jack-fucking-shit about. https://www.business-humanrights.org/en/latest-news/usa-bass-pro-shops-settle-lawsuit-over-alleged-discrimination-against-minorities-in-its-hiring-practices-for-105-million/
( I really don't think it is discriminatory to avoid hiring people that can't answer the question "how do I gut a fish" and "How do I gut a deer?" I absolutely don't fault an outdoor company for the fact that women and urban minorities are far, far less likely to know these things. )
So what happens when you get a bud light situation?
You get a C level crisis, and owners and investors, and they all look to the HR and community managers for answers. What smug answer do they offer? "Well, if you disavow what I did, you'll lose the remaining [liberal] customer base... You will also open yourself up to lawsuits [filed in areas with activists judges]. You wont get back the conservative customer base."
Solution: Use situations like the current ones to put existing HR and existing community managers under scrutiny. @tagging call of duty and bud light is fine, but you know what's better? Get the CEO / investors aware and paranoid BEFORE the HR/Community reps get them into a no-win situation.
If you're going to bother sending emails and doing @ on twitter, you need to find out who owns or invests in various companies. You need to @ them and say, "Hey look, keep a tighter leash on your community managers. Look what just happened to your CoD/Beer product. Maybe make sure your OTHER community managers on your other games/beverages can pass a company-first test, so that you can be sure they aren't holding the job at your company for self-empowerment instead of shareholders and customer's needs."
Who said anything about a boycott? The people who fund these companies are notoriously risk adverse. They do NOT want to be dragged into this shit, they just want profit.
No boycotts are necessary, if they get flooded with negative responses they pull the funding. It is much, much easier to convince investors that they've made a bad investment then try to un-brainwash a woke person.
I don't think they're risk adverse, in these matters, because they're unaware there is a social risk. Even when it isn't social politics. Look at the community managers at blizzard. Or if we want to go to ancient history, the warrior strike in everquest.
You have community managers and their job is to literally collect and aggregate community feedback. The higher ups in a company trust them to be doing that job honestly.
In the case of both everquest, and blizzard, you had big issues with specific mechanics or balance issues that the community managers ignored due to personal bias or personal feelings. To the point that the player base went on strike in ways that would harm the game's play-ability. These protests bore fruit because the problems became problems that the community manager alone couldn't hide or clean up... and in certain circumstances, even got CMs fired, retired or reassigned.
Look how many sponsors are big brands like intel. Do you know how many gay / lesbian / feminist projects that intel spends on? That isn't risk advertise.
How about Unilever? Dove? JCpenny? Victoria secret? Gillette razors?
The management are oblivious and the "sponsors" are all big for-profit companies. As long as the CMs aren't telling the bosses that "we're getting real pushback for the dylan can" they don't know any better. Until it's too late. Until it's national news.
It is as I said.
You have to make ruckus above the CM's ability to hide it. Work has to follow these owners/investors/c-staff home. Onto their personal accounts.
[ In the everquest example, it was November of 2003. All servers had two primary hubs, the plane of knowledge and the plane of tranquility. The broken class was the warrior class. So warriors and other sympathetic tanks, and alts of friends/family, all logged in and filled the hubs up to capacity. It caused a lot of problems for the server infrastructure and capped out the zones. Beyond that, it brought a lot of raiding and group content to a screeching halt. The community manager had to concede and the developers made they public statement that they'd be addressing the issues.
Rogues likewise had a fit over vanish and stealth breaking and used a campaign of pressure against the developers that extended to sending physical letters to mark morhaime and corpse skeleton spamming. Part of why skeletons became limited per character before later being completely removed in support of appeasing China. ]