Let’s talk about it: we are in a global pandemic, stock markets have dropped, worldwide production and supply chains are affected, and travel is shutting down. No marketers have been in this situation before. Are you pausing social posts or going full steam ahead? Are you switching up your editorial strategy? Are you pushing back your campaigns and launches? Are you sending emails as normal? No one *really” knows what to do.

So how do we best serve our audience then?

Now before you jump at me, I’m still in a ‘listening’ / ‘learning’ phase too. But here’s what I’ve been observing and think might be ‘best practices’ when it comes to social media brands.

01 // POST LESS

Most brands are not going dark (yet), but think, do you really need to be posting multiple times a day? Consider slowing down, but not stopping your content.

02 / / RE-CONSIDER YOUR CTA

Does your current CTA encourage people to come to visit a location? Perhaps guide them towards online shopping & web visits. Ex. If you’re running a book store you can promote your e-books.

03 / / BE CONSIDERATE

Remember, openness, humility and vulnerability makes a world of a difference in marketing. While you reassure people that you’re open for business, show that you are considerate enough to let them cancel or re-schedule your services if they’re sick, waive off fines for payment delays etc and your clients are going to appreciate it.

04 / / POST-LIGHT-HEARTED CONTENT

It is likely not the time for aggressive sales content. Instead of pushing a ton of bottom of the funnel content intended to sell, consider focusing on content that is tied to your overall brand mission instead.

05 / / KEEP YOUR CONTENT RELEVANT

Now, this is applicable at all times, but try to include #covid19 messaging into your social and how it’s impacting your business. Remember education > selling is always a good strategy. But if you’re not a medical professional, please refrain from giving medical advice. Don’t post generic content for the clicks. Here are some examples:

• Running a beauty salon? small hotel? Tell people about the extra sanitary measures you’re taking such as wiping down stations and aprons between clients, cleaning rooms and restaurants etc.
• A Human Resource Management Company? Share more content around supporting remote workers, benefits, and retaining employee engagement. But keep it as authentic as possible. Try not to overly glamourise it or rub it in people’s faces – not everyone has that privilege.
• Parenting Influencer? Share content around activities you can do with toddlers, children at home.
• Travel Company? Now, this is one industry that has been hit really hard. But it’s important to acknowledge the impact #Covid19 may have on travel. Perhaps you can share measures taken by countries while sharing genuine optimism for future travel and economy.
• Educational Institution? Perhaps you can offer virtual programs. This might be a good opportunity to test out such programs.

It may be good to re-evaluate your content and marketing strategy and remain fluid, so you’re able to make the necessary shift when and if needed to. At the end of the day, you know your audience best. But, no matter what kind of content you post, remember, TONE in your copy is important.

What kind of business are you in? How are you tackling your content during this time? I want to know, let’s figure this out together!