The COVID-19 pandemic has changed the landscape of digital media consumption. These days many consumers are spending more time on their digital devices. Consumers are relying heavily on digital content to stay educated, stay entertained, and to stay distracted. Facebook alone saw a 70% increase in its member usage in March 2020. Now well into the Summer of 2020, digital consumption of media has not declined. So just like any good marketer would do, we have used the increase in digital content and visibility to our client’s advantage. We modified our marketing efforts accordingly to maintain clients, grow brand awareness, and stay top of mind in the sea of competitors fighting for the attention of an audience.
During the time of COVID-19, or any crisis for that matter, it is important to regulate your messaging and marketing strategy appropriately to keep customers, maintain a favorable brand reputation, and gain new, quality leads in the process.
To stand out amongst the competition and push out appropriate and effective content, the marketing team at Cause Creatives has created a short list of dos and don’ts for your social media strategy.
The List of Do’s
If your business is accustomed to hosting daily or weekly events and you are unable to try streaming an event. Keeping your customers engaged with your business (even if it's just on social media) via Live events help nurture relationships and maintain loyalty.
Go Live on the platforms you already use (IG TV, FB Live, YouTube Live, etc.). Take the following for examples of interactive content that can build a positive online community:
Create a virtual scavenger hunts
Broadcast live video content on a consistent schedule
Host a watch party
Find a new way to offer value.
Is there something that your business can bring to the table outside of the normal pre-pandemic offerings and services? The value of adding something new is that you have another conversation starter, something to drive engagement, something relevant that adds value. Examples of a new offering is:
DIY ideas (videos)
Have empathy and listen.
During a time of crisis, there could be a consistent stream of negative and controversial news being shared via other media sources. This content can really drive negative emotions, trigger undesirable thoughts and feelings and ultimately bum out your audience. Stand out by bringing comfort and solace to your customers. Show that your business understands the challenges that the customers and the community at large are facing with compassionate messages and posts.
Share on the right platform.
You don’t need to be on every social platform. In fact, if you are a small business, select the top 3 social platforms that make sense and focus on those only. It is better to saturate your attention on a few, relevant media outlets rather than spread your marketing team thin by trying to be relevant in a space that does not benefit your business.
Facebook: Companies can use a Business Page to share everything from photos to important company updates while gaining analytics on your audience and content.
Instagram: A place for businesses that rely on visuals and storytelling to sell products and services. Instagram is a visual platform that really is only for mobile users. Not a good fit for every business but it can be a very powerful tool.
LinkedIn: An awesome platform for finding top talent, building Thought Leadership, staying informed within your industry, and promoting your business.
Twitter: A great tool for quickly spreading news or sharing information in short messages. This platform can be used to handle customer service concerns or to share praise.
Additional insights found on an infographic by Statista.com that shares the top 15 platforms, based on audience size. View infographic
Short List of Don’ts
Don’t stop connecting with your audience. Create content that engages your audience or challenge your audience to participate in online activities. The key is to provide relevant, sentimental, and/or value-added information. Polls/Quizzes Post Questions Post User-Generated Content Post content that ignites comments and conversations. Keep the audience informed on changes and updates with your business. Try posting entertaining messages or interactive topics to stimulate engagement amongst your audience. Your viewers will spend more time on your accounts and get more value from your content.
Push “sales content” too heavily. It may be a desperate and uncomfortable time for your business but do not push away customers by bombarding them with sales and ads. Instead, push more engaging content and community-related content. Think about how or what you can offer your clients to make them feel encouraged and a part of your community.
Promote Your Individual Opinions. As a business owner or even just as an individual staff member, it is really tempting to voice frustrations on your social accounts to seek validation, consensus, or even sympathy on an issue that is hurting your business. Please resist voicing those emotions on your business or personal accounts. Customers and potential customers are looking really closely at brands and are much more sensitive to statements and stances. Do not take stances on a movement or political statement that is not directly relevant or related to your brand's mission.