By now, I am sure everyone around the world has heard of the coronavirus, or COVID-19, and the havoc it is wreaking across the world. Many marketers and digital media strategists are wondering how their online strategy should change to reflect the current social climate, or if they should change their content at all.
Below we’ve rounded up three ways you should change your online strategy to ensure your brand is posting responsibly during this time.
Avoid posting content that might fuel concern
Have you been to a grocery store lately? Shelves are completely empty, toilet paper and hand sanitizer are now worth their weight in gold — people are panicking! In today’s modern world, this panic is often fueled by irresponsible social media content. Be sure to post about how your brand is taking precautions during this precarious time to ease your followers’/customers’ minds. Take DesireList for example — our team scrapped their entire March content calendar and started fresh to post things that would be helpful and relevant during this pandemic, like immunity boosters, best hand sanitizers, and more.
During this time of uncertainty, it’s important that you are extra mindful of what your brand is posting to ensure you aren’t creating any unneeded worry or fear. Don’t be afraid to look over your content two or three times to ensure it fits the social climate right now.
Equally, don’t be afraid to post happy, uplifting content, either! Social media can always be draining, but especially with a pandemic like COVID-19 going on. Don’t be afraid to make your followers smile and ease their worries for a moment. There is a fine line with humor – after all, you don’t want to come off insensitive. However, some brands have been able to implement some comedic relief and do it well. Take Washington Post, for example – they’ve encouraged to work from home during this time. To help liven things up, one employee has taken to TikTok, documenting his self-quarantine with funny, appropriate videos. Check them out here.
Don’t become the healthcare expert if you’re not one
If your brand does not operate in the healthcare sector, don’t suddenly act like your company is now an expert on health and wellness. If your brand is in the healthcare sector, definitely post helpful facts and statistics but make sure you’re pulling any and all facts from either the World Health Organization or the Center for Disease Control. The best way to foster prevention is to spread awareness!
Community management matters
In the past few days and weeks, many brands and conferences have had to make the difficult choice of cancelling or postponing events. While it is the best choice for the majority, attendees and fans are understandably upset. Especially when everything from Disneyland to the NBA have been shut down or postponed recently. If your brand has had to cancel events or change plans due to the COVID-19 outbreak, be transparent with your followers and be prepared to spend some extra time doing community management. Your fans always want to feel heard and listened to, but especially now during a time of such uncertainty.
Now is a time of uncertainty and concern for many. And with so much false information surrounding COVID-19 being shared online, each brand has a social responsibility to post accurate, up-to-date information that reflects their brands’ message and tone.
