The news around the recently emerged coronavirus has filled marketers and communicators throughout the globe with concern about what their messages today will mean to tomorrow’s business. As a communications partner to brands with expansive and dedicated social followings, we at Hart have surveyed the evolving social landscape and offer our point of view for keeping the lines of communication open and active when others shut theirs down.
Go from “stop doing everything” to start doing something different.
Social strategy
It is most imperative at this moment to consider the value of each channel facing the public. Consider your audience and how they should consume your news.
Have a plan in place to respond with care to any concerns. At a point of heightened awareness, the chances of posts drawing misplaced ire are likely to be elevated.
Be an outlet for support and resources. Prepare to place your contact information in each profile in case there are any direct questions about the business.
Be direct and authoritative.
Scheduled posts
Take a minute to rethink all scheduled posts. This does not mean stopping and canceling everything; it means looking at each post individually within the current landscape.
Consider that your efforts in the near term can be done manually and that a review process should occur before any scheduled post goes out. As we know, some things are changing by the hour.
Instead of scheduling/posting at the moment, align strategic resources to create a new approval process appropriate for the turnaround time and mood.
Organic posts
Evolve the content from 100% promotional to 100% promotional for the social good. Your followers don’t want to hear about sales offers; they want to hear about your people – tell their stories and talk about your efforts to be a part of social responsibility activities.
Show appreciation for your followers. Consider tagging them in posts.
Include a mix of CDC tips, support of local businesses and other positive efforts in your mix of posts. Present solid facts, information and resources.
Give your audience a mental break. Is it wrong to share a photo of a cat/puppy or a positive quote every now and then to offer some warm visions?
Promoted posts
Revise to address the social good concept. How can your followers learn more about your business and the communities in which you operate?
Reduce the quantity but increase the quality. Promoted posts still have a place– especially if they can create a more knowledgeable following.
