May 3, 2020
How to Manage the Social Media With Covid-19 Around
The swiftness and severity with which the Covid-19 pandemic has struck the world is unprecedented. With people being forced to isolate themselves and maintain social distancing, people’s lives and livelihoods have taken a nose dive. However, the silver lining is that once a vaccine is found the crisis will phase out. Till such time the new normal would be to stick to CDC or WHO guidelines. In times like this, how does our interaction with social media change or evolve? Is it the time to utilize the power of social media to your advantage and accused of taking advantage of the situation or remain with your target audience is the moot question? So, let us discuss a few things on how to manage th social media during a crisis of such kind. Remember, never before in history, have we had the power of the internet and as a result, the social media, to move forward even during a global pandemic like Covid-19. Let’s make it count then instead of throwing our hands in despair.
Don’t act in haste
In a time like this, it is usual to get panicky by thinking about the uncertain future. As a result, the first instinct is to make hasty decisions without taking every aspect of your business and the crisis into consideration. The outcome however, can turn out to be unfavorable for your busines. The first rule is, never to go on a relentless business drive but understand what your audience might be thinking during such a crisis. Don’t go on a posting spree of your products or services on your social media profile but curate each post by keeping in mind the probable reaction of your audience. The social media post should boost your brand proposition and also show the humane side of your business. Don’t be too business-like, try to pacify the concerns of your clients about the crisis by posting positive notes. In case you find it difficult getting the right content and idea, take insights from the social media posts of reputed companies.
Ask questions about your brand
If at the early stages of the crisis you do not have any compelling case that your audience is looking at you for ‘guidance,’ do not comment. Ask yourself questions like – will your comment be seen as an attempt to milk the crisis or will it really help your audience to deal with the crisis? But, instead of sitting idle think how your brand can be helpful in such times. Take for instance, can it take part in providing palliatives to members of your audience to help the destitute hit hard by this crisis? So, plan your activities in such a way that your brand profile rises amongst the target audience. A peek at the Facebook page of the World Health Organization can guide you on the type of messaging you should post.
Composing a well thought out message during the crisis is important, care should be taken on how best to convey the message. Also keep in mind, your audience may directly or indirectly be affected by the pandemic or is wary of its short- or long-term implications. So, your message shouldn’t appear as inconsiderate or out of place, such as memes, jokes, or GIFs. It is advisable to use your social media platform to raise awareness on the pandemic. Ofcourse, you can share properly vetted humorous messages to spread cheer amidst the gloom.
Most business brands may want to share information to their target audience about the pandemic. Such information must be vetted and culled from reliable sources. Your post shouldn’t fuel panic with false or outdated information. Also, ensure proper use of hashtags as wrong usage might result in issues.
Business as usual
At some point, the audience will get bored with the news on Covid-19. At this point they would opt for normalcy. Your brand can review its approach at that point and revise strategy, especially with social media. Now you can promote your brand by being human-centric rather than business-centric.
The present pandemic can be categorized as unprecedented for this generation and so be handled wisely by businesses. With the emergence of social media which is a go-to platform for people staying in their houses maintaining social distancing, your brand should leverage it properly. Be careful not to appear as exploiting the situation when you manage the social media with covid-19 around but be a responsible brand dealing with human emotions.