When it comes to social media, going viral is usually associated with brand success, but in this case, we have a very real virus on our hands. With the virus spreading around the world, it’s important for businesses to understand how to address this issue, while remaining calm and maintaining a meaningful social media presence.
We live in a day and age where social media is the very thing shaping our fears and response to this issue. Never before have we experienced a global pandemic where the world’s citizens have been so connected on a digital scale. We now have access to a plethora of information at our fingertips, increasing anxiety towards the issue. Social media platforms have become ground zero for facilitating conversations around the coronavirus, whilst also aiding sensationalism & misinformation.
Here are a few tips for your business’ social channels during this challenging time:
Don’t cease posts
Social media is a vital part of your marketing mix and will always continue to aid in increasing sales & brand awareness. It is one of the last things that should come to a halt.
Stopping social posting simply aids the panic. It is vital for businesses to show that they are remaining calm and doing everything possible to minimise impact on their business, employees and customers.
Let them know you’re still here
We highly recommend posting about the issue directly. Let your audience know that you are open for business as usual, you are complying with all health & safety regulations to prevent possible contamination. Ask unwell customers to stay home and let your audience know that you are constantly monitoring the situation. Don’t forget to thank customers for their loyalty, show them your human side, we’re all in this together after all!
Amend scheduled content
You may have content scheduled that is no longer relevant during this time, some posts may now come across insensitive if they are posted next to a COVID-19 warning. If you have any doubts, put the post in drafts for a rainy day.
Be the opportunist
Operating in an environment where your competitors are generating less noise can actually be a positive thing. If you’ve wanted to begin a social media campaign but may not have had the budget, now might be the time to start up those social media ads as keywords can be purchased far cheaper than ever before.
We also love posting content that is relevant to the situation at hand, provide people with helpful informational posts that can assist them through tough times.
- If you’re in the hospitality industry, why not let customers know what items on your menu will boost immunity?
- Does your business offer products that aid in self-care? Recommend products that may be useful when people find themselves stuck at home.
- Post recommendations for books, podcasts, recipes - anything you can think of to assist people who all of a sudden have more time on their hands.
- Are you a restaurant or cafe? Offer the ability to order ahead, allow people to take your meals home with a pre-packed meal service (no matter what, people will always have to eat!)
With the right tone and approach, it’s completely acceptable to market your business during the coronavirus crisis, your audience is on social media platforms more than ever, let them know you’re there too!
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