Covid-19 Social Media Marketing Checklist
Covid-19 Social Media Marketing requires a tactful, genuine and well-thought out approach. Target audiences are spending more time on social media platforms than ever before. It’s a potentially great time to reinforce reputation with your audience and possibly even grow following along the way. Now, more than ever, is not the time for a half-arsed approach to social media marketing. Content that is seen as unauthentic or opportunist could potentially damage a popular brand. Going completely silent waiting for ‘things to blow over’ won’t do your brand any favours, either. So, what’s the solution?
Brands of all sizes are managing their content strategies in different ways during an extraordinary and worrying time for the worldwide community.
Brands’ social media responses range from going radio silent (not recommended) to continuing to act as if it’s business as usual (also not recommended). We share some examples of what and what not to do and highlight the key points that may help your brand survive, and thrive during the Covid-19 outbreak. We’ve also provided a handy checklist at the bottom of the article.
Covid-19 Social Media Marketing
If you don’t have anything nice to say, then don’t say it at all. Well, it depends on what is classed as nice. Covid-19 is a difficult subject for everyone to discuss and wouldn’t be classed as ‘nice’. That doesn’t mean you should swerve the subject entirely. Being authentic, responsible and factual is unlikely to land a brand true to its values in hot water. So ask yourself these questions for a successful Covid-19 social media marketing campaign.
Is the content authentic and aligning with brand values?
Could it be classed as opportunistic?
Is the content factual?
Will it age well?
The first two points are intertwined. If your posts are normally of a particular type don’t suddenly jump the fence because you think it will earn you more popularity in these times. Is the content factual? It’s acceptable to post opinions, and your audience may appreciate it.
Remain clear on the nature of the content, and where the sources of opinion come from. Citing other content with external website links will help reinforce the message and improve the SEO of your content. Finally, apply foresight to your posts and communications, especially if they are opinions of your brand or direct team. An Example of content that would be proven not to age well would be the suggestion that Coronavirus is a hoax.
Asking how your posts will or may look in 3-6months’ time is an important consideration. This is especially true for huge brands, that are expected to adopt a high level of corporate responsibility. Any faux pas will be likely to attract global media attention from the outset, but that’s not always a bad thing, if you work for Tesla.
How Often to Post on Social Media
Each brand is different, in relation to their business activities during enforced lockdowns and other measures to control the spread of Covid-19. Our recommendation is to keep a consistent communication with your audience in line with your previous activities. Your content will change empathetic to the situation but the frequency could remain similar if you are creative. Arguably, people will be consuming even more content while they are stuck at home.
We certainly don’t recommend going silent, or scaling back the efforts of your content marketing to a point where your audience becomes disinterested and begin to consume competitors’ content. Don’t forget search engines, either. Many Google staff may be working from home or taking a break, but the search engine itself is firing on all cylinders.
People Care – More Than Ever
Before the Covid-19 pandemic rocked the world, consumers were already aligning themselves with brands that demonstrated ethical values and authenticity. That has been magnified since the outbreak. People have the time, and the inclination, to call out what they believe is inauthenticity or opportunistic marketing activity. Brands that are showing they genuinely care for their employees, their audience and the world we are living in can thrive if they demonstrate that on social media. How can your brand benefit? Consider the following.
What is your company doing to support employees?
Is the company providing financial or other help to those in need in society?
Can the company provide skills and services? Eg, the production of face masks (not for profit)
The answers to these questions vary from company to company. It also depends on whether you are a small family run business to a large PLC backed by millionaire shareholders to how people judge how genuine, or benevolent your responses. The crucial thing is effective and transparent communication.
Explaining each point in detail and with thought. For example, if you have been forced to furlough staff, explain the other measures being taken in the business, and that the measures have been put in place to protect employees’ long-term futures in the best way possible. If the communication is wayward it could be misconstrued by your audience and shareholders.