COVID-19 created an unprecedented dilemma for marketing departments worldwide. Plans have had to be adjusted on the fly, and to help you with this, we're sharing best practices for social media management during a crisis . Keep reading these recommendations from Hispanos Emprendedores.
Quick adaptation to the situation
In theory, all companies should have a plan to react to any social media crisis. However, this time we are facing a general problem, which is affecting all at once, and which is unprecedented.
Therefore, at this moment the key lies in the ability of each business, especially its marketing department, to react and adapt to what is happening.
First of all, you have to analyze the current situation and understand how it affects your business. Based on this, the community manager together with the board will decide how the content plan will be adjusted.
Changes are necessary because priorities have shifted. For now, it's important to set aside sales goals and focus on branding and corporate social responsibility. Do this, even if you're starting your business during the coronavirus pandemic.
For now, focus on building community, maintaining the followers you already have and helping society.
Don't hesitate to keep your business's social media active during the COVID-19 crisis . If you do, you'll lose all the work you've done so far, and you'll miss the opportunity to gain visibility at a time when the use of these platforms has increased by more than 50%.
Best practices for managing social networks during a crisis
In the midst of a crisis, your social media content plan may need to change on the fly. As you go along, you'll see what works and what doesn't. You can also see what other companies are doing , including your competitors, and what users are looking for.
Also, keep in mind that it is a very sensitive moment, so you must act with conscience and always think before publishing.
Get on the user's side
Now more than ever you must be on the user's side, show empathy with your customers and with society. You need to show sensitivity and what do you care about what is happening.
One way to do this is to talk about the challenges your own company has had.
Motivate and be positive
The crisis has everyone on high alert, and many accounts are spreading discouraging information. This affects people's moods and generates anxiety. Instead of going in that direction, share positive news, such as advances in research or how many people have recovered. Talk about how we can all overcome this situation together.
Communicate transparent and relevant messages
Your messages must be clear, precise and transparent. That is, do not leave anything to the interpretation of users, this is the way to earn their trust. Furthermore, communication must be relevant to the moment in which we live.
This is also key to managing social media during a crisis. Choose well the messages they are going to spread, you have to be useful and add value.
Publish content that entertains
The pandemic forced to take measures of social isolation in houses in most countries. Since then, there have been more active users on social networks in search of entertainment, so this content becomes more important now.
You will surely find appropriate content in your sector. Disney and Mickey Mouse accounts, for example, have published how to do some crafts with children.
Speak in a close tone
Show your adaptability and speak in a tone closer to your followers. Be flexible because it is a nervous moment and this will help users feel that you understand them.
Promote user participation
Promote user interaction with your account. This benefits the visibility of your business, but it also helps your contacts because you entertain them and they can even talk about how they feel.
On the @UXWritinges account, for example, they invited users to post a micro-story about the account in their stories and they republished it.
Avoid direct selling for now
For now, avoid talking about your products or services unless they are essential. Also do not make promotions if they are not priority items for this time of year.
Highlights the virtues of business
Instead of selling, talk about the mission and vision of the business, that is, do branding. Tell users how they will benefit from your business once the crisis is over.
Add value
Users seek information that is useful and that helps them get through the moment. Listen to your audience and respond to their needs. There are also examples of this on Instagram. David Beckham is a UNICEF ambassador and allowed the organization to take his account for one day. Through the stories, several people talked about how they face the crisis at home or at work.
Never stop reporting
Stay updated with all the information about the coronavirus and communicate to your audience everything that is relevant to them. Always go to official organizations to obtain your data.
Also inform about the current status of your business and the sector it belongs to. In COVID-19 times, these are 10 practices that you should apply in managing social networks during a crisis. This is a time to communicate from the most human side of the company.
