During times of crisis, most brands operate under the strategy of “going dark” on social media outlets. But when the crisis spans the course of weeks into months, brands must take a proactive approach to maintaining an online presence and reengaging with their followers on social media. Such approach shows that the brand is socially aware, transparent, authentic and adaptive.
However, as nearly every aspect of the world around us changes, so must the social media strategies that we use for our brands. People are scrolling social media more than ever, and it is imperative that your brand remain active and engaged with your followers.
Below are a few best practices and guidelines that brands can implement during the existing time of crisis.
- Revise Content Calendars. First, study your planned content and remove any posts that may seem insensitive, tone deaf or irrelevant to the current times. Work in posts that address the existing situation and express compassion and understanding. Share with your followers the impact your brand has seen and how you are adapting, as well as the stance - if any - that your organization is taking during the pandemic.
- Embrace Community and Positivity. During time of isolation, users need positivity, humor and a sense of community more than ever. Use your brand’s social platform as a method to inject hope, humor and happiness into your follower’s lives. Be interactive and stay connected with your followers.
- Explore Live Broadcasts & New Platforms. During this pandemic, the use of Live functions for Instagram and Facebook and new platforms such as Tik Tok have seen unprecedented growth. If you have been hesitant to implement these platforms into your brand’s social media strategy, use this time to research and play with the new features/platforms. Incorporate interactive “stories” on Instagram and Facebook to engage with followers in real time. Ideas include “Q&A” sessions, step-by-step cooking classes and DIY tips.
- Utilize Facebook & Instagram Advertising. Now is as good a time as any to utilize social media advertising for your brand. Ads are extremely budget-friendly during this time, and a little ad spend can go a long way for your brand. Use this opportunity to get your brand in front of people who may not be familiar with you yet, or to stay top of mind for your existing audiences. The key is to establish the right messaging. Don’t hard sell to your followers during this time; instead stay informative and focus on brand awareness.
In conclusion, digital users will continue to crave connectivity as they spend more time on social media than ever before. Your brand can make a positive impact in your audiences’ lives during this time, which can lead to long term success.
For info on how MCA Group can assist you with social media during these times, please reach out or learn more at www.mcaprgroup.com.