We’ve mentioned before that there has been a real surge in online activity over the last few weeks. This doesn’t come as much of a surprise, with the majority of the nation staying home and wanting to stay connected. This means that more than ever, social media is playing a huge part in how businesses interact with their customers.
With a lot of content to compare to, it can be difficult to know what position your business should take. Do you continue as normal? Should you postpone that big announcement/launch? Luckily for you, we’re here to help.
Here’s some ways you can make the most of your social media accounts during COVID-19:
A good way to maintain brand loyalty is to be consistent in your messaging. Granted, you can make some allowances in these unprecedented times, but if your business wasn’t the type of business to be on TikTok before the pandemic, then there’s no need to start now! If you can establish a brand voice on your social media channels, then you’ll gain an audience who can trust you as a brand. This will result in more engagement, and hopefully more traffic and sales. Also, in such uncertain times, people will be looking for consistency and reassurance.
To be consistent:
- Establish your brand voice - this means the language and images you use to create your posts should always adopt the same tone. This is usually determined in relation to the industry you operate in. The tone might be formal and structured, or more conversational and fun. Whatever it is, make sure you stick to it.
- Share content that represents your brand - being active on social media isn’t just about posting. By sharing other content, you’re helping to build your online community and present yourself as an expert in your field. Just make sure it’s relevant - if you’re a law firm, for example, you probably don’t want to be sharing posts about fashion.
- Consistent posting - you won’t build a following by posting infrequently. Try setting a realistic goal of how many posts a day/week/month you’d like to do. Once a week consistently is far better than six times in a row and then nothing for weeks.
DO’S AND DON’TS
Knowing how to approach your messaging right now can be a little overwhelming. You don’t want to ignore what’s going on in the world, but you still have a business to run. There’s definitely a fine balance. Here’s some handy do’s and don’ts to guide you in the right direction:
- Educate and reassure - as more and more people are turning to online content and seeking information, it’s a good time to be focusing on educational content. This could be industry advice or thought leadership pieces, or maybe something related to COVID-19 - how your business is responding and adapting to the crisis. Just make sure you are always using reputable sources.
Top tip: Check out the World Health Organisation’s ‘Myth Buster’ - their tool for tackling the rapid spread of misinformation.
- Be responsive - if you’re working on increasing your followers and communicating more with your target audience, the last thing you want to do is be slow to respond should they get in touch. Being prompt and reliable with your messaging will boost your brand trust.
- Forget - whilst we are all trying to continue with our work and personal lives as best as we can, it’s important to remember that we’re currently living through a very difficult time. Make sure you show empathy with your online activity. If you’re offering a promo code for your site, don’t make it ‘COVID19’, for example. It’s also worth recognising that an overload of information can be more detrimental to no information at all. In a time of uncertainty and anxiety for people, be sensitive with the language you use.
- Pause - if you were planning a big announcement, or had a campaign that’s taken months to plan, you don’t necessarily need to put all of that on hold. Consider how you could adapt the messaging so that it feels more appropriate and acknowledges some of the challenges your consumers are facing.
WRIGGLE MARKETING CAN HELP
It may be difficult to know the right answer to social media at the moment, but the above should give you an idea of how to approach things. As always, Wriggle Marketing is here to support you, so if you need some guidance in managing your social media, please get in touch.