Social media requires a lot of planning, but I don’t think anyone could have planned for this. Content calendars are thrown out the door, photoshoots are canceled and we are forced to continue in our new reality. But while COVID-19 has brought much uncertainty to both businesses and individuals, it has also brought perspective. The little things that brought us so much stress suddenly seem trivial, and we find ourselves thinking about what really matters.
This clarity is present in both our personal and business lives, and it plays an important role on how to communicate with your audience during this time. While it’s easy to focus on everything bad that stems from this virus, it has created a unique opportunity to pause and hit the reset button. Use this time to reengage with your audience and remind them why they fell in love with your brand in the first place. And hey, maybe you even forgot it along the way, too.
Here are a few ways you can use social media to reconnect with your audience and come out of this pandemic stronger than ever before:
1. Share Your Mission
Maybe you have your mission statement listed on your website or in your bio, but when was the last time you dedicated a social post to telling your audience what your business stands for? What drove you to start the business? What are your key drivers? What organizations are you aligned with? Share these stories so your customers know more about your brand than just the products or services you sell. Create that emotional attachment.
2. Go Behind the Scenes
Authenticity. Transparency. Those are words we often hear in marketing, and for good reason. People are drawn to brands they can trust. Provide a behind-the-scenes view into your business by showing your production facility, your process or your staff. Use social media to humanize your brand. Consider sharing videos on your Instagram stories or even going Live! Share your wins and your struggles so your customers feel like they are part of the journey.
3. Reply to Messages and Comments
Community management has always been a top priority at Atlys Media, but now more than ever it is important to monitor your comments and messages – and to reply as soon as you can. Remind people there are humans behind the brand and that you care about their comments, questions and concerns. With restaurants changing their offerings daily and businesses having to shut down due to new restrictions, many are turning to social media for more information. Make sure you are set up to answer these inquiries in a timely manner.
4. Deprioritize Your Aesthetic
This one was hard to type but it is OK to let your perfect grid slip a little. While we typically recommend spacing out graphics and similar content to create a beautiful “social media landing page,” you may not have a choice right now, and we’re here to say that’s ok. We still encourage the use of Canva and other creative tools to create easy, on-the-go graphics and to keep your brand identity in mind, but in times of crisis your message becomes more important than the creative. Need a little refresher on social media graphics? Learn more here!
5. Share Ways Your Customers Can Help
It may be hard to ask for help, but during these unprecedented times we’ve seen an outpouring of love, support and community. People are heartbroken to see the brands they love hurting, and they are looking for ways to help – so tell them! How can they buy your products or services? Can they buy online gift cards? Do you sell merch? Can they leave you a positive review? A little shameless promotion never hurt anyone, and when you follow the steps above to cultivate your community, you’ll be surprised at the response.
We hope our world gets through these difficult times sooner rather than later, but in the meantime we encourage you to implement these social media strategies to be set up for success when we come out the other side.