Social media has been a hub for Coronavirus communication over the last few weeks, and it’s not slowing down anytime soon.
As a result, our usual communication strategies are now out-dated and brands across the globe are being forced to change their approach.
But don’t be disheartened, staying connected is more important than ever, we just have to get creative.
With so much free time, social media use has skyrocketed across all demographics. This presents a unique opportunity to build your online presence and deepen the relationship with your followers.
Let’s look at the Do’s and Don’ts of using social media in a crisis…
Do: Have Transparency
In a time like this, honesty really is the best policy.
Business is not as usual, no matter how much you want to be. Whether you’re working from home or have a new shift structure, be honest with your followers and acknowledge that change is inevitable – but you’re working with it.
This will help to build trust in your brand, improving your reputation and generating brand loyalty.
Don’t: Go Dark
The single worst thing you can do is go quiet.
When most of the world is turning to social, if they don’t see your name every now and again, you will be forgotten in the chaos.
A break in posting could even lead followers into thinking you have stopped operations all together and question whether you’ll be back when things calm down.
If you are operating, make sure you let your customers know – this doesn’t mean hounding them with promotions, a simple “here to help” message is all it takes.
If you’re not so lucky, and operations have ceased, let your followers know (remember the first rule) but don’t forget to remind them that you will be back. Take this time to look back at some of your favourite projects and plan for the future – giving your followers a sneak peek along the way.
Do: Be Empathetic
This is a tough situation for everyone in different ways, and it’s important to keep that in mind at all times.
Don’t go full steam ahead with sales and promotions, instead try offering your support and create a sense of community within your industry.
A great way to make sure you’re hitting the mark is to listen to your followers about their problems and align your strategy to what they want to see, not what you want to post.
Eventually, this will pass and those who are struggling will remember the brands that helped them, not the ones that ignored them.
Don’t: Be Afraid to Ask for Help
On the flip side, if you’re struggling, don’t be scared to admit you need help.
The chances are, someone else is thinking the same thing as you, so why not be the one to break the seal and get help?
Asking for help might even open doors you’ve never considered before, enabling you to come out the other side stronger than before.
And once you’ve got help, remember to pay it forward to those who might be in a similar position to you.
Do: Provide Value
While we always encourage regular posting, this is only if you have good quality content to post.
Your content should take all of the above into account, offering support where you can or otherwise providing a positive distraction.
When you’re creating a post, try to ask yourself what your followers will get out of it. Will it help their business? Or make them laugh? Then great – go ahead. If the answer is not a lot, then it’s probably best to rethink.
Bonus tip: Posting jokes and memes is okay if your audience can relate to that content but stay away from offensive sentiments or rude language – a scandal is the last thing your brand needs right now.
Let’s Get Posting
Now it’s time to get posting. It may take a little time to get it just right, but it’s worth the effort to stay on top of the situation and keep followers on side.