One of the top client questions we’re addressing as the global health pandemic crisis of COVID-19 continues to escalate is how businesses and organizations should proceed on social media. We recognize that this might be a difficult time to share business-as-usual messages on your channels given feeds are currently filled with pandemic-related communications and people’s rightful focus being elsewhere. This is particularly challenging for entities that are immediately involved in the crisis (healthcare professionals, manufacturers, etc.), but still need to advance their general mission.
Here are a few tips:
- If you haven’t already, evaluate any scheduled social to ensure it’s still timely.
- Post a message acknowledging the crisis (linking to a more formal statement on your website if available), and pin it to the top of your social profiles.
- Example: “Recognizing that we are amid a difficult time with the international response to COVID-19, we hope to continue to help foster community and advance our mission in ways that align with current public health needs.”
- Try to find and share the good ways businesses and people in your industry are helping and taking action in response to the crisis.
- Avoid content that advocates for travel (i.e. upcoming events), community gatherings, or any other activities that are currently being avoided.
- Now is a good time to use LinkedIn where the dialogue is less focused on the crisis, keeping in mind the slower-paced feed where posts sit for sometimes 3-5 days.
- Frame important business-as-usual requests in light of today’s crisis.
- Example: “We recognize this is not a top priority given COVID-19, but we will need strong leadership in the future more than ever. Don’t forget to vote on our pending Board Election.”
- Although social media is where we usually use a less formal, more exclamatory tone, it is best to align with the at-large mood on social and keep a more reserved, temperate tone.
Most importantly, continue to not just produce and share content, but listen and be present on social media so that you have a good understanding of the context that your community will be receiving your online messages in and adapt accordingly.