Managing Social Media During Covid
Practically every single industry has seen a precipitous decline due to COVID-19. But one area that’s enjoyed probably its biggest boom ever is social media.
During lockdown when we were all stuck at home, usage of common platforms like Facebook, Instagram, and TikTok has quite simply gone through the roof.
Even now that people are beginning to return to work and life is just a touch more normal than it was a few weeks ago, social media seems to have risen a few percentage points in importance in many people’s lives.
I’ve already mentioned how important digital engagement in general (and social media in particular) is in these times, but today I wanted to lead with a few tips on exactly how you should be approaching your social channels.
After all, it’s easier than ever these days to get yourself in hot water if you aren’t suitably careful!
So here a few tips on how to use social media during the pandemic:
Don’t treat COVID as an opportunity
This probably goes without saying, but it’s such an important point that I wanted to repeat it: coronavirus is not a business opportunity to be exploited. It’s a global pandemic that’s affecting millions of people around the world in terrible ways.
Too many people are advertising offers-that-aren’t-really-offers in an attempt to hoover up new customers who are scared or confused. If you give your customers the impression you’re trying to take advantage of the situation to make a quick buck, they will quite rightly turn their back on you.
There’s obviously a fine line to walk here, but keep this point in mind with all your business activities.
Be empathetic and consider your tone
The pandemic has been incredibly taxing for pretty much all of us, and we’ve all been impacted in different ways. Some of us have lost loved ones, some of us have suffered financial hardship, some of us are just plain lonely.
Bear all of this in mind in your communications.
I’m not saying you have to be all doom and gloom and sombre. Just keep in mind that a lot of people are suffering right now. Temper your tone and your approach to your communications accordingly.
Leverage analytics
Most of my clients make use of Google Analytics for their business websites, but many are surprised that most of their social media channels offer similar analytical downloads and data-based goodies.
Facebook, for example, will let you export detailed data each month including impressions, reach, engagement, and clicks.
At times like these when money is tight for many of us, this level of insight is invaluable.
See which of your posts perform best, which posting times are generally most successful, and what kind of content is really engaging with your followers.
Communicate clearly and often
Whether it’s a new policy in your office for social distancing, a CSR initiative to help out in the local community, or a free giveaway to put a smile on someone’s face in these difficult times, don’t be afraid to make your voice heard.
The more touchpoints you can give your customers, the more likely they are to engage with your brand. This isn’t about exploiting the situation or adding to the noise, just keeping in touch with the people who care about your business.