By now, you’re already aware of the impact of Covid-19 on the world and on your business. During the on-going lockdown, social media has become more active than ever before. Since people can’t hang out with their friends, customers and prospects in real life, they interact online- on any possible platform.
Screen time on social media platforms has increased by 36 percent over the past month, content engagement on Instagram has increased by 25 percent, and use of video conferencing platforms such as Zoom, Microsoft Teams or HouseParty shot up an estimated 40-times in the first month of lockdown!
With the current condition of lockdown set to continue for at least another few months, we wanted to highlight the five main types of social media content you can post during natural disasters, like the current pandemic.
1. Keep your audience informed using social media content
Let your clients, prospects and suppliers know what you’re doing during this time. With many firms shutting down (whether it’s for the lockdown period or forever), it’s crucial that you let them know that you’re still there, in whatever capability. Be frank, let them know what you can do, how you’re doing, any shift in lead time and how best to get hold of yourself during this period. Social media is a great way to communicate all these messages during natural disasters like the current pandemic.
The more you can continue to connect with your customers, the more they’ll feel they can rely on your service. Regular Facebook, Twitter and LinkedIn updates are one thing, but using all the available social media options to communicate your sincerity is another.
For example, if you are supplying the local economy with products or services, join a local Facebook community group and post daily updates. Of course not only about your services, but how you’re helping the local community during this difficult time.
2. Show support through your social media content
More than 90 per cent of consumers believe that during the lockdown, brands should continue to advertise. In fact, 66% agree that ads would be more effective if the advertisements are about the ‘good things’ an organisation is doing. There seems to be an understanding that in such times, most companies will use their social media activity for good and not to exploit the crisis.
As an example, there has been a major shift with many businesses, large and small, showing support for care & health workers using social media ads to give them free or discounted products & services. Also, research has shown that customers are going to get behind those businesses that are making these offers.
So, ask yourself, is there anything that your firm can offer? If you can’t offer a free or discounted product or service, then what else? Even a ‘shout out’ or thank you in a social media message to NHS staff would go a long way to making your brand respected.
3. Encourage engagement by starting conversations via your posts
Encourage engagement and prompt response to comments. Because as your audiences are online for much longer than normal during this pandemic, it’s a fantastic opportunity to speak to them. But this only works to your benefit as a company if you start conversations and be responsive on social media.
Social media is the easiest way to talk to your audience, making it a fun, positive and engaging discussion. Having a fun or light-hearted chat with your potential customers is great, but just because you might be a little more comfortable working from home doesn’t mean you should speak to your audience as if they’re a pub friend.
They just aren’t! Therefore, no inappropriate comments and no offensive language. Instead, stay respectful, positive and competent with your content.
4. Get interactive through your social media posts
Many companies use social media as a one way street, selfishly posting messages about their own services here and there in the hope that somebody will see them. Yet churning out piece after piece of content isn’t an effective way to involve your customers.
Although content is king, it requires high-quality, engaging content to lead and attract new audiences. And social media can give so many more offers – a way to connect with your audience and communicate more strongly with your business.
And, right now, during the lockdown, with people needing social interaction, it’s a great time to get creative and find ways to engage your audience.
There are so many ways to get interactive, like:
- a fun Facebook questionnaire
- a live Instagram broadcast
- a virtual quiz video conferencing
- a company-wide dance routine on video sharing platform, like TikTok
And remember, it’s not just about you and your services that your social media content needs to focus on. Instead, you can become the company that is appreciated, admired and remembered for its fun, exclusive, attention-grabbing content.
5. Optimise your social media content posting
Content is essential for every company using social media. But it’s not just about posting content, but optimising it before posting.
Therefore, ensure that your content is optimised for ‘social search’ and add appropriate keywords, hashtags and usernames to your posts so that they achieve the attention they deserve. Using the right keywords will make a huge difference to the way your posts perform.
But you can do so much more:
- Plan your posts & schedule in advance
- Include lots of images and videos
- Post 1-3 times a day on a regular basis
- Be active on different social media platforms
- Update your social graphics to something related to the current scenario
With the world isolating itself and everyone looking for social contact on their smartphones, now is the time for you to use social media to your advantage.
Use this list of 5 types of content to post during natural disasters like a pandemic and make the best of it! And hey, don’t forget to be humble.