What to post

on social media during the coronavirus?

By Michelle Roy

Social Media Manager

What to post on social media during the Coronavirus?
2nd April 2020
As we are all aware, the world is in the midst of a pandemic facing Covid-19. Whether you are a business owner or work on a marketing team, you may be wondering how to manage your online presence during this time.

Worry not, we have compiled a practical list of Do’s and Don’ts, that you can follow and action immediately to help your business be positioned appropriately.

Do:

Stay active on Social Media during this time
Engaging with your audience is crucial during this difficult time. Your customers are facing stressful personal situations, and you need to be able to support them appropriately during this time as it relates to your business.

Shift your sales approach
If there was ever a time that your brand should be more focused on being personable and building relationships with customers, this is it. Shifting your sales approach to a more “social sell” will be more positively received (rather than a heavily marketed sales campaign). Use Social Media as a tool to listen to your audience, and demonstrate how you can support them during this stressful time.

Here is an example of a business using push marketing to promote flight deals later in the year, in an attempt to push sales during this time (see the response below).

This post may have been better received if positioned and written in a tone of support, focusing on offering customers the opportunity to reschedule their flights to the winter or offering a refund.

Create some video content

While you will still have your daily workload to complete, it is important to take this time to get creative and have some fun. Spend some time creating Instagram stories or videos for other social platforms, showing how your business has adapted to these times. Expressing a personal side to your brand will be well received as almost everyone can relate to a change in their working environment.

Gather information from your audience on social and create an FAQ page on your website
Your audience may be confused during this time and will have questions for you. Create a list of frequently asked questions and create a FAQ page on your website so all your information is in one place and is easily accessible for your audience. Are you still open for business? Working remotely? Available to order on Deliveroo?…Let them know!

 
Don’t:

Over promote your business or take advantage of this situation
While it is important to support your customers during this time, it is just as important for you not to over promote. Customers want to be supported during a stressful time, not bombarded with sales pitches. That being said, do not try and “fit a square peg in a round hole”. What I mean by that is, if your business does not genuinely support relief for the situation, do not force it.

Below is a great example of how Zoom (an online video conferencing company) has offered support to the education industry during this time by offering free access to schools affected by the recent pandemic.

Shift your sales approach
If there was ever a time that your brand should be more focused on being personable and building relationships with customers, this is it. Shifting your sales approach to a more “social sell” will be more positively received (rather than a heavily marketed sales campaign). Use Social Media as a tool to listen to your audience, and demonstrate how you can support them during this stressful time.

Here is an example of a business using push marketing to promote flight deals later in the year, in an attempt to push sales during this time (see the response below).

On the flip side, here is an example that may be received in poor taste. It has the potential to come across as “opportunistic”, now that people are encouraged to work from home if possible.

  • Share information from unreliable sources.
    Unless you are a genuine industry expert in the crisis topic, it is safest to share information provided by your Government (if necessary at all). If the information you share is found to be false, your reputation could be negatively impacted, and the level of trust your current and future audience has in your brand may diminish.

Just because other brands are sharing information about a crisis, does not mean you need to jump on the bandwagon. The key is to ensure your audience knows you are there to support them in any way that is reasonable to your business relationship.

In the end, everyone needs to make the best decision for their unique business in order to ensure their business survives this difficult time. That being said, we hope these tips help you navigate social media for the duration of the coronavirus. We hope everyone stays safe and healthy.

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