Over the last decade, social media has become one of the fastest and most engaging ways to reach your customers and prospects, but when crisis strikes, everything you know about managing your social accounts can change. The way brands react and handle a crisis may influence the future of their business.
Here are a few tips on how your business should react to a crisis on social media.
We are at a time of uncertainty, and no one is completely sure of how to react, but one important thing to do is be present.
While it may be tempting to go dark on social media during this time, it crucial to stay engaged. Before the pandemic, about 66% of the US population were already turning to social media as a leading news source, and in the current climate, that number has likely increased. The follower base that you have worked so hard to build will not only be on social media searching for news regarding COVID-19, but they will also be looking to see how brands are responding.
There is a good chance that your competitors have not gone dark, and it will not look good for your brand if you go silent during this uncertain time.
Listen & Communicate
In addition to staying active, it is important to also understand your audience. This is a very emotional time for many, and to project a good image for your business, you want to make sure you are using compassion and trying to understand the position of your audience. Many of your customers and followers are feeling a bit isolated dealing with the new normal of social distancing, working from home and even furloughs so they are turning to social media for a form of normalcy and engagement.
During this time, it is important to continue to engage with your followers and demonstrate your appreciation for your customers. Be sure to establish an engagement/message protocol with your employees so they know how to respond to different incoming questions, comments, and messages.
Check Scheduled Posts
Over the last few months, the majority of our personal and professional plans have changed, and we can assume some of your scheduled posts may need to change as well. Take some time and look over your upcoming or recent posts and adjust or delete any that include references for cancelled events, upcoming holidays that usually spark social gatherings, or any other scheduled posts that you deem irrelevant for your brand to post. If you need assistance adjusting your content strategy, check out our blog “Preparing for Recovery with a Winning Content Strategy.”
We’re All in this Together
It’s a difficult time for most, and it’s hard to predict when life will go back to what we considered normal. No one knows what the perfect social media response is during a time like this, but it’s important to be compassionate about how your brand handles the situation. Learn more about how Nowspeed can help you build a strong social media strategy by clicking here. Together, we can come out of this stronger than ever.