Recently we’ve all had to change and adapt the way we do business. The infographic at the bottom of this post shows two things have been dominating conversations on social media: coronavirus and social distancing.
Your existing social media strategy is no longer relevant, and if you continue to post your product or consumer focused content you may appear to be out of touch with the world around us. But how can you stay digitally connected to your community at this time?
A mindset shift is needed with your content approach. Instead of promoting your business, now is the time to think about what responsibility your business or brand owes to your customers and staff during a time of crises.
Everything you do or say should be tied to a wider objective of helping people in your area of expertise. Personal trainer? Jump on Instagram live to do real-time workouts. Beautician? How about a tutorial on how to remove acrylic nails at home. Wellbeing influencer? Why not talk about maintaining mental health under lockdown.
We take a look at how you may wish to reconsider your social media strategy in light of Covid-19.
1. Consider your content principles
- Review your tone of voice – people need clear, simple and honest information right now
- Add value – posting for the sake of it may come across as distasteful at the moment. Everyone is spending more time online and content is everywhere. How will you make their lives that little bit easier?
- Stay up to date – the situation is changing on a daily basis. Being flexible, timely with the latest developments and aligning your message with the current landscape will pay off in the long term.
2. Revise your key topics
Reposition the key topics you talk about in the context of the pandemic. For example, if productivity is a key topic in your content, a working from home focus will resonate with your audience at this time.
If motherhood is a key theme, discuss what it’s like to look after children while running a business. Unable to operate as usual due to the pandemic? Share your struggles. Remember we are all in this together – there is respect in vulnerability even in business. It’s not about showing off, but showcasing your purpose in action.
3. Consider your channel and content type
Are you sharing information on the right platform for your audience? Remember, you don’t need to be everywhere. Also each platform has a slightly different way of communicating – are you adapting your content to suit the platform you are active on?
Simplifying information is appreciated at this time: think infographics, quote cards etc. Engagement for long form video content has never been higher, even if you have to make them on your smartphone. Live video on IG is blowing up at the moment. Doing what you’ve always done won’t be effective enough – consider the new options available to you and execute. Don’t be afraid to try new things.
The most effective ways we have found to connect to your audience during this time are:
- Zoom meetings
- Live Q&As
- Email updates
- Behind the scenes content at home
- Stories feature
We’ll be sharing more insights on our Instagram page regularly.
4. Consider your reactive social media
This is an opportunity to relieve your audience of questions, concerns and comments relating to your industry at this time. It’s also a good opportunity to bolster your reputation via reliable information and positive communications.
It’s definitely a good time to be online and to make your presence known – research shows that screen time has increased 76% on average. People worldwide are going through massive transitions: learning new skills, exploring their passions and navigating a new online social life. Many of your content plans pre-Covid won’t make sense any more. Don’t be afraid to put them completely on hold and revisit the drawing board.
How have you adapted your social media strategy in light of Covid-19? Are you managing to stay connected to your community? Let us know!
