Using social media to market your business is nothing new, but during this difficult time, there are some faux pas and issues that you should avoid speaking about or sharing on social media. As people around the world are adapting to the new norm of the COVID-19 crisis, business owners and social media marketing agencies are coming up with creative ideas on how (and what) to share on social media.
When you are working on a social media marketing strategy it is important to be sensitive to the times and the trends. During this highly confusing and stressful time, it is important to listen to and acknowledge the strains of your audience, continue posting content that is relevant, and be sure to tell your followers what steps you are taking to keep your employees and your customers safe and happy during this time.
If you are not sure how to post on social media during the COVID-19 period, below we give some top tips on what to do and what not to do.
The Do’s
Acknowledge The Crisis
It might be a scary and stressful time for everyone, and you might feel that ignoring it and continuing as normal is the best strategy, but this is not true of social media marketing. If you do not acknowledge what is happening, your brand can run the risk of coming across as inauthentic. This can be highly detrimental not only for your social media marketing strategy but for your brand as a whole. You should acknowledge the crisis in your posts and provide context for any promotions you might be running during this time.
Continue Creating Content
Your followers are likely to be spending more time online now, especially due to the lockdown, so now is not the time to stop creating and sharing content. You need to remain connected to them, and you can do this by maintaining and adapting your social media marketing content calendar. If you are not able to sell products at the moment, focus on creating content that is entertaining and helpful such as tips on how to use your products or services once the lockdown is over.
Tap Into Your Creativity
With many people being unable to sell products during this difficult time, you will need to become more creative with your social media marketing strategy. For example, if you make and sell children’s toys, you could create videos of your manufacturing process or a video showing how children can play with the toys. You could also showcase your employees who might be working from home and what their workstations look like. The goal is to continue creating positive content that keeps your brand at the top of your mind for your audience.
Embrace Educational Messages
You can turn your social media platforms into a platform for educating your audience, not just about your products and services, but about other aspects of the world. A beauty brand could create animations or posts focusing on self-care and beauty hacks for when their consumers can dress up and feel special again, and those in the alternative health industry could share tips on how to meditate during difficult times. Educational messages can help to instil hope and trust in your brand during the COVID-19 period.
The Don’ts
Don’t Emphasise Negativity
During a time of crisis, it is important to steer away from emphasising negativity. This will result in your followers feeling stressed and avoiding your social media feed, and thus your brand. You should not share news stories that focus on negative aspects and steer away from your audience. Rather, share news stories and content that are positive and helpful, which encourage engagement with your brand.
Avoid Sharing False News
In today’s digital world, we have easy access to information all the time, which makes it even easier to share fake news. With social media platforms clamping down on this during the COVID-19 crisis, you must steer clear of sharing false news or news from disreputable sources. If you feel the need to share a news article, you should perform fact-checking before pressing the “Share” button.
Don’t Stop Posting
You might be tempted to stop using social media marketing altogether due to the uncertainty and stressful nature of the pandemic, but this would be hugely detrimental to your online presence and the relevancy of your brand.
If you are unable to sell your products, create content highlighting possible deals you will be offering when you re-open or how-to videos of the products you will be restocking for sale.
Social media marketing is a vital part of digital marketing, and if you need a new strategy, feel free to contact the NetMechanic team for information on our packages.
