It feels like the world is changing by the minute and there are still so many unknowns when it comes to Covid-19. As a business owner, I’m sure you’re wondering what you should be posting on social media right now. The team at Socially Intuit put together a few tips to help you better understand how your business should use social media during Covid-19
Social Media for Business during Covid-19
As we all know (too well, by now) COVID-19 has changed everything. Schools closed, everyone (who can) is working from home, we’re all practicing social distancing, and wearing a mask wherever we go – but you can’t afford to stop selling. As humans, we crave connection and social distancing makes us feel increasingly isolated. The definition of connection is rapidly evolving, and how businesses should be using social media during a crisis has become forefront in overcoming this time successfully.
As we’ve said so many times, the power of social media is immeasurable. It allows millions of people to easily connect and drives conversations around our current global crisis. Experiences, information, feelings, and day-to-day thoughts are shared on social platforms daily. In just 3 weeks, #coronavirus has become the second most used hashtag of 2020.
This is an example of a simple concept that is imperative for companies to grasp: create connection through relevance.
Know What to Say
Don’t ignore the situation. One of the greatest challenges that businesses face during a crisis is knowing when and how to adjust their strategy. Even if your intentions are good, unless the messaging and strategy is adjusted, things can be easily misinterpreted on social media – especially during Covid-19.
If you’re unsure about the messaging you’re putting out there in times of crisis, use this easy formula *CRISIS UPDATE* *your content* *CRISIS UPDATE*. Along with this formula, it is important to ask yourself “is this content helpful?” and “is this content mindful of others?” Some basic rules would be not to mention going out, visiting a public place, or seeming insensitive to the situation.
Make sure you keep posting because your followers are spending a significant amount of time on social media – even more than before. Adjust your content calendars and get creative with how you can promote your products or services
Some brands will be in the eye of the storm, others won’t. Once you understand how your target audience is conversing and responding, you can determine how your brand can deliver what’s needed. This is a time for you and your brand to be helpful and integrate with your virtual (and physical) community.
- Retail companies should shift to online sales and adjust marketing your inventory towards products that are usually enjoyed at home.
- Restaurants can focus on promoting delivery and takeout options as your customers might not be comfortable leaving the house yet.
- If your company offers professional services or consulting, send tips & tricks, share ideas or provide additional insight that you otherwise would not – it’s the little things that go a long way when using social media during Covid-19.
Exercise Tact and Discretion
People can smell sales from a mile away, and a using social media during Covid-19 to make a quick buck is not the time to become more aggressive with sales. This does not mean stop selling – we all need to stay in business! What it means is to be more tactful and discrete with your approach. Whether you create a full campaign or deliver one-off message from the founder, make sure it aligns with your brand and resonates with the content your audience wants to consume.
Empathy Over Fear
Everyone, literally everyone, is affected by the COVID-19 crisis. We can all practice empathy and understand how others must feel because everyone is affected uniquely both in real life and on social media. This shared experience can fuel your content to keep it authentic and relevant. However, brands should be careful not to market to the fear and/or anxiety people are experiencing. Think of Clorox or Charmin, for example. Their messaging has remained educational, sensitive, and calm – as opposed to launching a campaign telling everyone to stock up before it’s too late.
Turn to Your Community
Everyone loves authenticity, and relatability increases trust. Take this opportunity to show your brand’s raw personality and nurture your fans. We’re all human. Be authentic and let your brand’s messaging reflect that. If your business is struggling, it’s OK to be open about it. Share how your community can help you keep your doors open during Covid-19.
Do you have a question about how your business should use social media during Covid-19? We’re here to help. Send us an email or contact us.