During this time of deep uncertainty and fear of what the future holds, it is important to take this time to invest in yourself, your business, your values, and your story. One of the first key areas to look at is your brand and how you present yourself online. Right now, it is crucial to think about how you and your team can effectively manage your social media presence and your brand’s story during the Coronavirus crisis. Let’s break it down.
If you haven’t already, now is the time to pause and reflect on any existing plans and or goals you have set for yourself or your brand on social media. Many campaigns and content you may have already created might not be relevant to what is going on in the world right now. No one prepared for this.
We recommend rethinking your content and campaign plans and tailoring them to be more thoughtful and sensitive to the changing needs and concerns your audience has right now. Take a look at the bigger picture and ask yourself “What role does my brand play in this situation? Am I in a position to help?” If you’re a lifestyle blogger, consider sharing recipes and daily tips on how to survive the quarantine. If you’re a fitness influencer, maybe you could share easy, no-equipment workout routines on your stories. If you’re a fashion blogger, share some ideas for Working From Home outfits. Get creative, now’s the time!
As far as your previously planned content goes, instead of getting rid of the campaigns and content all together, try creating a backlog of content and ideas you have and save them for future use. At UNUM, We have moved all of our previously created, curated, and planned content into an entirely new UNUM Space.
For those of you unfamiliar with UNUM, a Space is one of UNUM’s core features for drafting out and storing all of your creative ideas prior to posting. Think of a space as a visual backlog filled with all your ideas — everything you hope to create and share in the future.
It’s important to note that a worldwide pandemic (paired with an economic crisis) is not something to take lightly. Brands and influencers should be considering how to create healing in a world that is wounded.
Every post, campaign, or ad you run will need to be created with extra emphasis on thoughtfulness and empathy. And while it is okay to continue to market and sell goods and services (we need jobs, we need services, we need solutions), keep in mind that your audience’s priorities have changed.
Remember, everyone is impacted, and with that comes an increased level of (and need for) empathy. Stay positive and convey hope for the future.
In times of crisis, communication is key. If working remotely is going to affect customer service, delivery times, or product/service availability, then let your audience know. You will also want to ensure that everything you share remains relevant to what is going on in the world. Keep up to date with the news so that you don’t fall behind and or risk sharing information that may be outdated. We at UNUM love Feedly — it allows us to follow specific topics, categories, and sources, and organizes them into one long list that we can review every morning and share with you all on our social.
Take this time to enhance the relationships you have with your audience and online community.
Whatever you choose to share, be sure to consider how it will be perceived by your audience. Put yourself in their shoes, how would you feel if you saw another company or brand post the same thing?
By taking a pause to reconsider your existing plans and goals, remembering that this is not an opportunity to build your brand and sales, making an effort to stay informed and inform others, and being proactive with your community, you are paving a path towards contributing to the greater social good. Be thoughtful with each post. Be empathetic with your audience and community. And spread positivity and hope for a future we are all uncertain of.