To post or not to post, that is the question. With more and more customers turning to social media amidst COVID-19, brands have to navigate a delicate balance between joining the conversation and being put on blast for a wrong approach to a crucial message. As a social media marketing agency, Jive believes it is imperative that brands continue to connect with their consumers during these times, however, they have to make sure they are doing it the right way.
Not sure you are taking the right steps? Here are some questions to ask to avoid pitfalls.
Probably the most obvious question is whether or not your strategy is changing with the times. For example, you don’t want Instagram ads for bikinis to be running alongside scary news reports urging people to stay indoors. Read the room, know what is going on, and adjust your strategy accordingly. Be sure to discontinue any ads that you feel are no longer appropriate and work to craft new messaging and copy that resonates with your audience.
During a crisis, brands should make sure that they aren’t fanning the fires of misinformation. Unless you are a brand with a medical background or other expertise in the field, you should avoid sharing day to day medical news updates. Stay true to the core of your business and your followers will appreciate it – afterall that’s why they followed you in the first place. If you are a wellness brand that promotes calm and balance, continue to do so! Make sure you are on the side of spreading positivity, not feeding into the fear.
Any social media posts that go live during a time of crisis should be adding value to their consumers. This could be as simple as providing a positive message, or something more direct such as offering free services or donating to a cause. Consumer brands in the health and wellness space in particular are primed to deliver on this promise. For example, Headspace released free meditations to help people cope with stress (you can find some of their popular meditations in their stories on Instagram) and Sage Wellness is providing resources and tips daily through their social media channels to help mental health and wellbeing. Both of these companies are putting their communities first and becoming a positive source of information and support.
In addition to being a brand, you need to remind your audience about the humans behind your business. Be sure to express emotion in your messages, and add some compassion to your brand’s personality. During challenging times, people feel solitude in community—and providing them support in letting them know you’re feeling what they are feeling, will really resonate with them. You could even choose to do this humorously. For instance, the Washington Post recently released an article called “It’s okay not to be productive during this pandemic.” It went viral as many people needed to hear that during these times of quarantine.
We’d love to hear about how your brand is adapting to the change and/or give advice on how you can also survive within these new communication parameters. Connect with us to talk further.
