Social media is not only a tool for engaging and monitoring public discussions during the crisis process, but it also generates a cultural shift regarding how the public’s perception of their role is as an empowered contributor. It is difficult to predict when a crisis is going to hit your business or not. But it would be best if you worked accordingly on how you handle that crisis. Currently, we are stuck in the middle of a crisis. The thing is, even if this is the first time you’ve had to manage the social media during a crisis, it certainly will not be the last. It’s best to have a plan of action so that you can keep your brand moving forward even during the crisis.
The following checklist should already be a part of your crisis plan:
- Potentially pause all ads from social media like Facebook and Twitter. Consider going more into Pinterest and YouTube, instead.
- Check and pause any scheduled content.
- Make sure your website’s copy is not oblivious to the current situation.
- Frequently schedule meetings to make sure everyone fully understands how to handle the crisis and new actions that are to be taken.
- Continue with your ads, only if your products and services are still going typically without interruptions.
- Re-evaluate your ad copy to make sure it is still relevant in today’s social environment.
Tips to Manage Social Media in Times of Crisis
1. Think About How Your Brand Can Help
Give thought regarding how your brand can help in the current crisis. This will help you in the promotion of your brand with a positive and situational sensitive side. It may be possible that your brand is one from which audiences are awaiting a response regarding the situation. Focus on giving time to volunteer and donate money. You can also fundraise from your audience to help victims, families, or workers. People are wise to strategies that look like a company is generating maximum profit to do the right thing.
2. Communicate Clearly With Customers
Especially in times of crisis, it is always better to have the right communication level with your audience. For example, if your team shifts to working from home, then it may impact delivery time, customer service response times, etc. and that is something worth sharing. Make sure that the information you are giving them is empathetic and precise.
3. Inspect Your Tone
It is not only what you say or when you say it on social media. The current pandemic is not a good time to share jokes or memes. If humor is the key for your brand to approach the world, be careful while projecting your strategy. During a crisis, you can post educational messages, help the public, or provide valuable information regarding some resources or support. The global or domestic crisis has a severe traumatic effect on the public, and it’s okay to use your platform for positive messaging, too.
4. The Right Time to Go Back to Business as Usual
At some point in the ongoing crisis, you’ll need to return to your business as usual. That doesn’t mean making the crisis as a money-making opportunity. Your brand can go back to a routine, but it must be done delicately. Be vigilant about the news and the crisis scenario. Additionally, you need to be adaptive to any new developments or amendments with the ongoing crisis. Be proactive and sensitive to the situation.
