Social media is a wildcard on a good day, so tread carefully. If you have an established presence on social channels, you should be there now; if you are pulling back on ad spend, you’ll need to take advantage of organic opportunities. Here are three top tips to help you navigate.
1. Be There, Be Social: One of the biggest takeaways for marketers across this whole pandemic is the vast number of people who have thrown up their hands (quite literally; we’re on Zoom a lot!) and said, “I’m confused, uncertain, fearful, and protective of the people I love.”
If your brand can be like that person and receptive to the person on the other end, your social media platforms can be a powerful foundation for building trust and relationships. You need to be thoughtful, empathetic, authentic, and engaged – a delicate balance.
2. Be part of the conversation: Embrace the conversation when it’s appropriate to do so. Start conversations, engage with community. Be compassionate towards people who may have a shorter fuse than normal. Insertion into any conversation needs to be organic, not forced. If you don’t have anything relevant, substantive and/or supportive to offer, you may at best look out of place, and at worst be perceived as insensitive or tone deaf.
3. Evaluate your current images, language, and tone of voice: Assess everything you currently have in the market, starting with the channel that gets the most eyes. Evaluate those assets and messages from a new point of view: one that is living in a world with record-high unemployment rates, economic uncertainty, and general anxiety, Social Media messages (both copy and imagery) should take into account the impact of cultural events on your customers. They may be in a sensitive emotional state and possibly not in the mindset to make a purchase from your business at this specific time.
At Black Ink, we’re at work crafting engaging, authentic social media outreach content for our clients’ platforms, such as providing business resources including PPP, SBA and specific industry advice, and personal stories from business owners and employees on a wide range of topics. From setting up a streamlined #WFH space to online education and entertainment sources appropriate for children and families, to quick and easy recipes and how to carve out a bit of self-care for those juggling so much at this time, content, tonality, and imagery are reflective and supportive.
Use your intuition to gauge the collective needs of your social and physical communities and respond with compassion, kindness, and caring. #InItTogether