COVID-19 created an unprecedented dilemma for marketing departments around the world. The plans have had to be adjusted on the fly and to help you in this task we bring the best practices for the social media management during a crisis. Continue reading these recommendations from Hispanic Entrepreneurs.
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 time the key is in the ability to react that each business, especially its marketing department, has to 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 must be made because priorities have changed. At the moment it is important to put aside sales intentions and focus on branding and social responsibility of the company. Do this, even if you are starting your business in times of coronavirus.
For now, focus on building community, maintaining the followers you already have and helping society.
Do not doubt keep your business social networks active during the COVID-19 crisis. If you do, on the one hand you will lose the work done so far; and on the other, you miss the opportunity to gain visibility at a time when the use of these platforms has increased more than 50%.
Best practices for managing social networks during a crisis
In the midst of the crisis, the content plan of social networks may change on the go. As you go along you will see what works and what doesn't. You can also see what other companies do, including your competition 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 alert and there are many accounts disclosing discouraging information. This affects mood and creates anxiety. Instead of going in that direction, communicate positive news, such as research progress or how many people have recovered. Talk about how can you overcome the situation among all.
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.
