to use social media when we’re all meant to be social distancing - 5 min read
We all know this isn’t a ‘keep calm and carry on’ kind of situation and it’s easy to feel overwhelmed, but panicking could lead to acting in haste with less than favourable consequences. Take some time to figure out how your existing business continuity strategies can be adapted and applied accordingly, before taking action.
Regardless of what anyone else is doing, you know your audience and business best, so when you’re deciding how to tackle the situation, be sure to agree an approach that works best for you. As you put your plans into practice, keep a note of what works best (and what doesn’t) so you can create a template that will work for any future crises too.
In a world where social distancing has become the new norm, staying in touch with your audience through digital channels has never been more important. With many people cooped up in quarantine or self-isolation, it’s the perfect time to create content that encourages engagement – not just in the form of likes and shares, but conversations too.
News spreads quickly at a time like this, so it’s essential that you don’t contribute to the sharing of misinformation. Inform your audience and maintain brand credibility by only using trusted sources for updates on the COVID-19 outbreak. Organisations such as the World Health Organisation and the NHS would be good places to start.
While accuracy is key when communicating with your audiences, being human is non-negotiable. Remember, many of those who interact with you will be feeling the effects of such an unfamiliar and rapidly changing situation, so consider how their emotions and ensure the tone of voice you’re using across channels is appropriate.
Not only is it important to consider the feelings of your customers, but your employees too! Your heroes on the front line may well have had their daily routines disrupted beyond recognition and be struggling to manage the new norm. Arm them with resources that empower them at this time – whether it’s an FAQ doc with pre-prepared answers to tricky customer enquiries or top tips on making remote working more bearable, be sure to take care of each other.
If your inbound interactions on digital channels are soaring, use your social accounts as places to signpost your audience. Whether you’re pointing them to training videos, FAQ docs or somewhere to log tickets, ensure that the information they’re looking for is readily available to them to try and reduce the number of enquiries your team needs to handle.
As challenging as things are, it’s important to remain positive and plan for success in the face of this crisis. But don’t turn a blind eye to the potential risks your organisation faces. There is a high chance that you will have limited resources in your teams as people take time off to look after their families or recover from illness, so get ahead by planning and scheduling as much content as you can. It may even be worth training individuals from other teams, so they can take some of the load if you find yourself short staffed.
Discover how Orlo can help your organisation with social comms during times of crisis.
Want all the social media and communication resources you will
ever need, sent right to your inbox - the minute they're hot off the presses?
Sounds good right? You should probably subscribe then?