As the Covid-19 crisis has continued with no signs of slowing it’s grip on the population of the UK, and indeed the rest of the world, it’s clear that we’re facing a strange and unheard of situation across our family life, the way we shop and within our work and business lives too.
As a business owner or author, it’s often difficult to know how to respond to situations like this on our social media accounts as just ignoring it and carrying on as normal seems callous and unfeeling.
Firstly, it’s important to reflect on what the situation means for you, your business or author brand, your colleagues and those who work for you, and of course your family and friends.
And of course, social media is a really important part of a business communication strategy and many of our business customers, clients and friends will be looking to social media for information and support at such uncertain times, particularly when groups or individuals need to isolate.
So, how do we continue to communicate effectively as brands during a crisis?
Here’s our list of things to keep in mind:
1. It’s not an opportunity
This should go without saying, but such a tragic pandemic isn’t a marketing opportunity for anyone and we shouldn’t be looking to capitalise on the misery and hardship faced by so many.
However, that doesn’t mean it should be ignored as that’s a very cold view of the world and makes us look a little out-of-touch with the world.
So, instead, we need to be infusing each post and campaign with an added layer of empathy. Marketing and selling your products as usual is okay, but just make sure you’re not using Covid-19 as a way to self-promote.
2. Reconsider your social media plans for the rest of the year
Reconsidering your social media for the rest of this year might be a wise move at this point. It could be that your existing plan is fine and there’s not a lot you need to change, but it’s wise to pause and reflect to make sure you’re not inadvertently saying something that could be taken the wrong way in such a time of hardship and suffering for many, an example of this is a celebratory post or something that might seem superficial at the moment.
It’s also worth considering if your goals are still feasible, for example if your goal was to get more customers, maybe a new focus on customer retention might be a better idea, but this entirely depends on your business, your customers and what you’re offering, for example, if you’re an author, a goal of new customers (readers) might be a good idea as the idea of escapism might be something people are looking for at the moment.
On the whole though, it’s probably worth looking at a macro level and seeing if your current plans still fit with the world around us currently
3. Don’t just cut-back your marketing
Many businesses are simply cutting-back on their marketing efforts due to fear and worry about the future.
And this is understandable to a point.
However, it could be a huge mistake for many of these companies because by cutting back on their marketing they’re effectively making themselves more invisible and therefore less people will find them and buy from them.
This in itself is its own self-fulfilling prophecy and one that many should seriously consider carefully before jumping in and cutting back, because you might find yourself in the very position you’re worried about, simply because you stopped your marketing.