Our team did some contingency planning last month. This virus is impacting all of us, in so many big and small ways. If the coronavirus were to hit one of us, what would happen? Who can cover Julie’s writing assignments? Who can manage Kathy’s social posting schedule if she’s out? Our small virtual team is not loaded down with policies and procedures so it was an interesting and worthwhile exercise for us.
Speaking of contingency plans, many marketers have no doubt been mulling over their social media strategy during this time. If you’re like our team, the deluge of COVID-19 content is causing a bit of PTSD or some equivalent. Posting nonstop news and articles related to the virus can be, well, depressing. We’ve tried to be sensitive but also positive. Here are three tips to keep in mind for social media posts during COVID-19.
Lighten the Mood
Have you seen any coverage of how the environment is holding up during the pandemic? Well if you haven’t, mother nature is feeling fantastic! Albeit temporary, humans are giving Earth a much-needed break. If posting news about the environment seems too distant from your company initiatives, do some brainstorming on how you can share positive news for your business or customers. For example, a healthcare system shared a statistic on LinkedIn about how many patients they sent home fully recovered from COVID-19. This is specific to healthcare and also good news people can rally around. Win, win.
Stick to the Facts
If you do need to share industry guidance or updates to help your audience navigate the constantly changing COVID-19 rules, keep it short. The amount of information we are being exposed to is overwhelming. If the American Medical Association revised their coding guidelines since the last time you shared an update with your followers, make it clear in your post. For example, UPDATE: The AMA revised coding guidelines on April 10, 2020. Get the details here »
Show Your Face
Friends and loved ones are using Zoom and FaceTime more than ever before. Why should our work communication be any different? Don’t be afraid to share a quick video or a photo of yourself in place of a traditional text-heavy social media post. We are all deprived of human contact during this time so seeing familiar faces in our social media feed can bring a smile to your followers.
What if you post a brand-focused, non-coronavirus update to your social media account, how will your audience take it? To help clear up questions about when, why and whether to post in an unforeseen digital environment, PRNEWS asked seven communicators for their takes. Here are their responses.
Our advice if you’re struggling to fill your social media calendar or if the content you have on hand doesn’t feel sincere? Don’t post. Spend your time instead on new strategies, research new social media platforms or review analytics to see what was working before this pandemic.