How to use Social Media in the age of Coronavirus
The coronavirus pandemic has upended nearly every aspect of life – how we work, grocery shop, hang with friends, and do business. Working from home and social distancing has become the new normal for millions. While marketing is always an evolving landscape, that is even more true now. All of these changes can be overwhelming, especially for a small business that may have not had to deal with crisis management before. Still, marketing is more important than ever as upwards of 46% of Americans are spending more time on social media during the pandemic. https://www.businessinsider.com/2020-us-social-media-usage-report
That being said, marketing efforts should be focused and thought through. It’s important to work on growing trust and brand loyalty rather than pushing conversions. Social media is the ideal space for building relationships, and these tips are meant to help you grow your community.
Review Scheduled Content
The first step you should take is to review all scheduled content with a careful eye. Double check that all content and images are still on brand and appropriate in light of the pandemic. Captions that may have seemed perfectly fine before coronavirus – for instance, referencing getting outside or spending time at large get-togethers – may not work now. Comb through scheduled content regularly, keeping in mind the ever-changing news landscape. It’s okay to have some fun if that’s on brand for you, but you never want it to seem like you’re making light of the issue.
Social Media Monitoring
The more in touch with your audience you are, the better your marketing will be. Respond to questions and comments, see what your consumers are saying, and make sure your customer service team is engaging whenever possible. That’s not to say you should only be monitoring direct mentions of your brand – any mention of your company, a competitor, or industry news are all important information you should be aware of. Staying on top of news about the pandemic and especially local guidelines are also vitally important during this time.
Keep Customers Updated
Depending on what type of business you operate, there are likely some changes you want to keep your customers aware of. Make sure your hours of operation are correct on your website, social media, and any other online business listings.
If you’re now offering curbside pickup or any other new services, add that to relevant social media bios. Make dedicated posts whenever you have an announcement about how your business is adapting. Customers will feel more confident about your business when you keep them in-the-know, and often will empathize with small business owners adapting to change.
What to Avoid
Do not take advantage of the crisis, use fear as a motivator, or try to exploit your customer base in any way. Consumers will see through ulterior motives and remember your company as one trying to profit off the pandemic. If running a certain campaign or advertisement seems even a little bit unsympathetic to current events, it’s best to sideline it for the time being. Marketing approaches during this time need to be empathetic above all.
The good thing about marketing during coronavirus is that with more people spending more time online, it’s a great chance to experiment and expand your social media presence. Try out new content or a new platform. Experiment with different Instagram features, get on Tik Tok, spotlight your employees, or better yet, your customers. Pay attention to the feedback you receive and use it to modify your strategy going forward.
The most important thing when it comes to social media in the age of COVID-19 is to focus on making great content and building relationships. If you need help developing your social media strategy, be sure to reach out to Infinite Marketing – we would love to set up a consultation with you.