About a month ago I wrote a post about using social media to spread a message and bring awareness to a topic. One of the standout examples is Colin Kaepernick, San Francisco 49ers’ quarterback. He used social media to share his point of view and speak out against police brutality. As well as using social media, Kaepernick took a knee during the national anthem at his football games.

In an article by Adam Schefter for ESPN, it was revealed that Kaepernick will no longer kneel or sit during the anthem. According to sources, this is because he “does not want to detract from the positive change he believes has been created”. Many critics of Kaepernick’s tactics are approving of this change; however, others are not so satisfied.

Eric Branch and Al Saracevic co-wrote an article for the SF Chronicle and were more disapproving of Kaepernick’s latest statement. After all the effort and time he has put into this movement they are upset that it is ending so quickly. So why is it ending you ask? Well, Kaepernick released the statement to ESPN, however, others have different ideas.

Kaepernick has also mentioned that he is planning to opt out of his contract with the 49ers making him a free agent. The timing couldn’t be more perfect to show other NFL teams that he won’t be causing any trouble if they pick him up.

Kaepernick, however, is not the point of this blog post. The point is: if you start something, see it through. Social media campaigns can create a lot of buzz and – if you did a good job – a lot of conversations. Just because a company is done posting content or done with the specific campaign doesn’t mean these conversations stop. Continue engaging with your audience if they continue talking about it.

Kneeling during the national anthem is not something people are going to stop talking about simply because Colin Kaepernick stops kneeling. This is a conversation that is going to continue for a while. It is in Kaepernick’s best interest to keep this conversation going. He has helped to continue a movement and has put a lot of time, money and effort into it. The best thing for everyone involved it to keep up the conversation as long as possible.