The recent Coronavirus (COVID-19) outbreak has created a major health crisis globally which has created a serious impact on the way we communicate, receive and share information, perceive our world and live our everyday lives.
But fortunately, in global emergencies like this, social media tools play a significant role. With rapidly changing and volatile market conditions, the need to shift the way we communicate with our customers, clients, and partners via social media has become increasingly important.
Social media platforms not only provide access to the latest news but also allow us to provide personal and business updates. More and more businesses are leveraging such platforms and communication channels to support their employees and customers; and governments, are efficiently sharing honest and real-time information with the public.
Social media platforms play a very important role not just as a source of news information but also in spreading awareness and getting to know real experiences of people around the world.
Nowadays, it is extremely important to stay abreast of developments on the virus worldwide. It is equally important to distinguish between reliable and untrustworthy sources of news, to avoid unnecessary panic. This is the time to exercise discretion and not be taken in by the hype.
While social media can generate fear and panic among people, there’s also been plenty of positive and practical information shared. These tools have helped form a connection with others and promote global unity. We’re witnessing individuals and communities reaching out in support. We see hordes of volunteers and donations too.
Social media has allowed us to connect and support family and friends across continents. This has gone a long way in combatting isolation and quarantine periods while also reminding us that we’re all in this together. Social media is serving to unite us.
Until the outbreak became a global health crisis, many of us were unaware of the term “social distancing”. Social media channels have played a major role in creating awareness about not just the pandemic but also measures that the public can take to avoid and fight the virus.
Governments and Health Organisations have been able to launch their campaigns and collaborate with celebrities and influencers to help them get exposure and spread the message
Awareness about the situation, connection with friends and family, and real experiences shared through social media have also given birth to a fair share of online fundraisers. Individuals and organizations have come forward to donate money to those struggling.
According to TheDrum, social media has also helped scientists to collaborate from around the world to share information with a view to finding a cure for the disease.
In the context of the role and importance of social media, it is also essential to understand how businesses must revaluate their social media strategies during a global crisis for their brand.
While the world is collectively going through a difficult situation, it is important that brands listen closely and come up with a careful and considerate response. Pushing sales at this point may make the brand come across as irresponsible.
It is important that brands understand their customer’s feelings and echo the same through their content on social media. Brands should use their social media channels to join the conversation in their local communities and show empathy and optimism. There’s no better time to be socially responsible.
This is not the time for negativity. Brand messages and posts should be more sympathetic, compassionate and relevant to the current scenario. It is important to be honest and transparent without creating panic or fear. Focus on what matters and how to achieve it. Social media has the power to be uplifting.
It is important to remind your fans that they need to follow the safety measures outlined by the government and health authorities for their own good.
Be the brand that cares. And they will remember you long after the dust has settled on this pandemic.
It is also important to understand what to say and what not to say – especially information/opinions that can be misinterpreted. This is an opportunity to be astute and build your reputation on good data and helpful suggestions.
Help your customers stay informed about changes in business hours, deliveries and orders, etc. These are just some ways to stay engaged. Maintain a FAQ tailored to the current situation so they can be prepared.
Adopting the strategies above will only serve to endorse you as a responsible brand and further assist in leveraging a positive brand image.
You want to be known as a brand with a heart.
