BLOG | Social Media Management How to Strengthen Your Social Media Strategy Amid COVID-19

Life, as we know it, has changed completely. What began in China in December 2019 has spread worldwide into what we all know as coronavirus or COVID-19. People everywhere are feeling the impact of this pandemic on health, economics, and education, to name a few. Yet, some good things came out of this—more people are at home and online. So, we suggest adapting your social media strategy to address this. Staying connected is, after all, more important than ever now.

We would like to emphasize that this crisis is something new for all of us. Therefore, it needs careful navigation, especially in terms of social media. As we all know, social media is a powerful tool that needs to be handled with utmost responsibility.

Many individuals and businesses are depending on social media during the pandemic. They use it to get in touch with their friends, be updated on the latest news, and stay entertained. Case in point—Facebook and Instagram. These two social media platforms have experienced a 40% boost in usage as a result of COVID-19.

Now, you may be wondering how you should be using social media to communicate with your customers amid the coronavirus pandemic. If you are a little confused about what to do, there is no need to worry. Just read on to learn the best practices, tips on the kinds of content to post, and ideas for projects to do.

Your Social Media Journey During the COVID-19 Pandemic

“What should I post on social media now?” You may have asked yourself this while thinking about how the current pandemic is affecting your business. Well, one thing is for sure. This is not the time for your brand to disappear from other people’s consciousness. It is quite the opposite, actually. At this time, you should be communicating with your audience.

You simply cannot afford to stop marketing, even during this time. This, of course, includes posting on social media. You have the opportunity to strengthen your relationship with your target audience and enhance brand loyalty. Do not waste it!

However, you have to be sensitive about the current situation. You cannot just be posting the way you normally post. Otherwise, your audience may think you are tone-deaf to what is happening in the world right now. Although this may seem daunting, remember that all marketers are in the same boat as you. There is no such thing as an expert who knows exactly how to market a brand on social media amid a pandemic.

So, while we may not be able to give you the exact blueprints for marketing your business during this difficult period, we can offer the following tips. We hope these help you make the best possible social media decisions as the pandemic changes!

Social Media Marketing and COVID-19: Our Top Advice

Here are our top recommendations for your social media strategy during the COVID-19 pandemic:

1. Be Familiar with Your Brand
2. Stay Updated on What Is Happening
3. Show That You Care
4. Continue to Post Content
5. Practice Empathy
6. Offer Your Audience Organic Value
7. Do Not Forget Customer Service and Support
8. Offer a Distraction
9. Do Not Be Afraid to Seek Help
10. Connect and Spread Positivity

We will now begin discussing each one in detail below. Let’s get started now!

1. Be Familiar with Your Brand

   Do not look at what other brands are doing and simply copy from them. Instead, think about how your brand contributes to other people’s lives and how it can make a difference during the COVID-19 pandemic. Furthermore, try finding ways to lead by example and do what is best.

2. Stay Updated on What Is Happening

   As a result of the crisis, things keep changing quickly. What may seem like a good idea the day before may turn out to be a completely different story the next day. Accordingly, you should know the latest news and conversation. You should also think about the context before you reply to a follower. Sometimes, it may even be better to avoid saying anything at all on social media.

   Of course, make sure that the news you learn about is accurate. Verify the source first before saying anything on the subject. Ultimately, you are responsible for what you share and post. So, be credible and cite only legitimate news.

3. Show That You Care

   You should acknowledge that things are different now. You should not pretend that things are the same when the complete opposite is going on. Instead, show your audience that you are paying attention and that you recognize how the current scenario is affecting lives.

   Even the simplest gestures can let your followers know that you care. So if you have to promote something, remember to acknowledge what is going on at present. Telling your followers how you are committed to ensuring your employees’ well-being during the pandemic, for instance, can already say a lot about your brand.

4. Continue to Post Content

   We have mentioned earlier that your followers are spending more time online than usual. Of course, you want to remain connected to them. If you cannot sell your products or services presently, then we suggest focusing on posting content that shares your brand values.

   However, do not forget that your captions should be more carefully thought-out during this time. This is especially important if you post images from a shoot that was done a while ago. If you need to tweak your captions to make them reflect the current scenario of staying home, then do so.

5. Practice Empathy

   While everyone is affected by COVID-19, they are affected in different ways. Be sensitive, therefore, to what other individuals are experiencing. Think beyond your own experience and show empathy to your followers—remember to think carefully before sharing a meme.

   Of course, this does not mean you have to mention the pandemic in every one of your posts. However, you should think twice about your captions, their tone, and how they may be interpreted by others. Always bear in mind that they may be facing a completely different reality than you are. They may, for example, be caring for a sick loved one or have lost their jobs.

   The main point here is to humanize your brand. Ensure your audience knows that you see them as actual individuals, and not mere consumers of your products or services.

6. Offer Your Audience Organic Value

   Transform your social media posts into useful resources for your audience. Accordingly, shift your social media strategy from driving traffic to engagement. By educating your followers about the virus through captions, posts, and videos, you can provide them with truly relevant information.

   So, share all kinds of helpful content about COVID-19. This is what your followers need right now. Who knows, they may just see you as a go-to resource for dealing with the pandemic!

7. Do Not Forget Customer Service and Support

   
   Due to the nature of their business, some businesses are more impacted by coronavirus than others. So if you are in the travel, tourism, airline, or hospitality industry, then the pandemic is most likely affecting your business and customers.

   Use your social media accounts to interact with your followers and show that you are still ready to help despite the scenario going on. Another thing you can do is to share any initiatives you are establishing to address the issues they are facing. In this uncertain time, your followers will be happy to have someone on their side.

8. Offer a Distraction

   Like many people, your audience may be feeling overwhelmed by all the news they hear. Why not offer them a nice distraction? Sharing something light to lift their spirits can go a long way.

   Remember, while it is important to acknowledge the virus, you should not forget to stay true to your brand identity. Give your followers something to look forward to when they open their social media accounts! Share cute animal videos, funny memes, or anything you know they will love.

9. Do Not Be Afraid to Seek Help

   Your community is there for a reason. Therefore, you can rely on it when you are facing difficulty. Do not be afraid to show your vulnerability! Share your current struggles and tell your audience how they can help your business. In challenging times such as this pandemic, remember that nobody is alone here.

10. Connect and Spread Positivity

    All human beings crave connection. Although social distancing can provide protection against the virus, it does severely affect many people. A lot of individuals, communities, and countries are having a difficult time adjusting to the new normal.

    In the time of social distancing and home quarantine, connection and positivity are more important than ever! While there is a pandemic going on, there are still good things that are happening.

If someone in your community is doing an amazing job of helping others, talk about it on your social media channels. Have you heard a heartwarming story about individuals in the frontline? Or have you seen an article about family members commemorating a loved one’s birthday while social distancing? Share these with your followers! Moments like these will capture your followers’ attention and give them something worth celebrating.

We hope these tips can help your social media strategy during the coronavirus! So, you now have an idea of how to communicate with your followers. We can then proceed to our discussion on the kinds of content you should post amid the pandemic.

What Can Be Posted on Social Media?

The state of your business and how the pandemic has affected your industry will influence the kind of content you will be posting on social media. You will probably have an aim for sales, awareness, or retention.

We have separated this into three categories: closed businesses, open (but struggling) businesses, and businesses that are still going strong.

1. Closed Businesses

   If you had to close your business, then you should definitely focus on sharing content with the aim of retention. What does this mean? It means keeping in touch with current followers so that once you are up and running again, you will be at the top of their minds.

   So, for example, if you are a hairstylist, you should use your time at home to maintain the relationship you have built with your clients. At the same time, you should continue developing your brand to gain new followers.

   We have listed down some stuff that can give you an idea of what to post:

   • Spend time growing your Pinterest account. The content you pin on Pinterest can bring you a whole lot of traffic each month. This is similar to SEO in the sense that it takes time to fully enjoy its benefits. However, when you are back to being too busy for social media in a few months, you can reap its rewards for sure.
   • Share informative videos! If your brand does not usually share video content, now would be the best time to start. You can share videos in different ways, whether through Instagram Live, your Facebook page, or your stories.
   • Run an Instagram audit. Update your bio, archive old posts that do not fit your brand anymore, and create brand-appropriate highlight covers. When conducting an audit, ask yourself whether your profile fits your brand’s aesthetic and values.
   • Plan and maintain healthy habits. Since you have some time on your hands, you should begin planning habits you can keep all year long. It is up to you to plan what you will be doing. You may choose to schedule a month’s worth of content at once or find time to engage with your followers daily.

2. Open (But Struggling) Businesses

   Is your business still open but having a difficult time surviving? Your social media goal, therefore, should be sharing content with the aim of gaining sales.

   We recognize that this is a very stressful and hectic period for your business. You are likely depending on social media to promote your services more than you ever did in the past.

   With that in mind, our team would like to share the following tips to help you with your social media strategy:

   • Encourage your audience to spread the word about your business on social media. You can also take advantage of user-generated content by sharing it on your feed. This will let your followers know how much you appreciate them for their support during this difficult time.
   • Post a story every day. Your audience should not forget about you during this time! Therefore, you should keep posting regularly on social media in order for your business to stay relevant to your followers.
   • Don’t stop selling. However, your captions must be used to offer context, ask for support, inform your community, and showcase appreciation.
   • Share videos. A lot of individuals prefer video content. So, use this knowledge to your advantage! Through videos, your followers can easily digest the information you want to relay to them.

   Your main goal is to keep your business going. To do so, you have to make sales. However, you probably have too many things on your plate to even think about social media at the moment. If this is the case, then you should concentrate on working smarter instead of harder.

   You should devote time to developing effective workflows, breaking down your process, and saving time and money. This way, you will have more time to run your business and keep it afloat.

3. Businesses That Are Still Going Strong

   If you have a business that is going strong despite the current situation, then you are in a fortunate position! For this reason, we believe it is best for you to create social media content with the aim of awareness.

   You can use this period to grow your brand. Why not be more present on social media as well? Or, if your business is still not on a particular social media site, then why not make an account? Think about all the possibilities you can do!

   As a start, you can produce videos for your YouTube channel. Video consumption is increasing across different platforms, after all. You can also run an influencer campaign to boost brand awareness. It may not seem like a good idea, but with people spending more time on apps like Instagram, this is the right time to reach out to influencers.

   No matter the status of your business, your social media strategy can truly help you stay connected to your audience throughout the pandemic! Just focus on the goal you want to reach and you should be good to go. Remember, you can do this! Although things may seem bleak right now, this will pass. We can all get through this together.

Final Thoughts

The COVID-19 crisis is unprecedented. It can affect every individual, business, and country. With a big number of people forced to stay at home, there has never been a greater need for connection. Social media plays a big role altogether in connecting people with loved ones, news, and businesses.

While social media is, indeed, important in engaging with customers during this difficult time, remember that things are different than before. You cannot fully follow the approach you used previously.

Now, you have to be more sensitive about what you post. Focus on the goal you have in mind while remembering what is appropriate and what is not. Above all, be empathetic, knowledgeable, and encouraging. Show your audience how your brand deals with a major crisis such as this!

We have the utmost belief that you can successfully up your social media strategy during the pandemic and beyond. Share this blog with the people you know or leave a comment to tell us your thoughts about the subject!

Strengthen Your Social Media Strategy with Proweaver!

Have you decided that you need help with your social media strategy amid the crisis? It does not matter what state your business is in—Proweaver is right here to help you! When it comes to managing your social media accounts, you can put your trust in our expert team.

When you partner with Proweaver, you are partnering with a company that puts you first. Our team works together to give you exactly what you need! This is exactly why businesses of all sizes and industries turn to us for help.

Let Proweaver take care of handling your social media while you focus on more pressing issues, such as managing your business. You will definitely not regret choosing us. Our team has over a decade’s worth of experience in providing our clients with quality digital marketing solutions.

Now, more than ever, is the time to boost your brand’s social media presence and customer engagement. It is important for your followers to know that you are still there for them, despite everything that is happening. Every single thing you post should be well-thought-out to ensure the right message is being sent.

So, what are you waiting for? Let us start working together! With our help, you can stay relevant and connected to your audience throughout the pandemic. Just give us information about your brand, what values you find important, and what you want to share with your followers.

Our team will then take in all of your input and post the most suitable content for your business. With such a professional team on your side, there is nothing for you to worry about on the social media front.

Experience the Proweaver difference today!

Reach Out to Our Team

Allow our team at Proweaver to help you come up with the right social media strategies for your brand! Please do not hesitate to reach out to us for more information. One of our friendly representatives would be glad to answer any questions you may have. Thank you for putting your trust in us!