The year 2020 has brought unanticipated times and issues in rapid succession, and businesses are learning how to navigate their social media presence during crisis situations.
With COVID-19, police brutality protests, mask requirements, the Facebook ad boycott and more, the way businesses approach social media is sending a strong message to their audience now more than ever.
Decide Where You Stand
As a company, it’s important to have clear boundaries and know where you stand. Stay on top of current political news, virus news and more and if an opinion needs to be formed, declare it. Discuss mask policies for employees returning to the office. Talk about the Facebook ad boycott and decide whether or not your workplace will be taking part. Inform employees of decisions by executives, and make sure to outline a clear policy when it comes to sharing sensitive data.
Acknowledge Current Events
Just as important as having a clear stance is acknowledgement of current events. Do you have concerns about COVID-19? New safety procedures? Make sure your employees and clients know – post about it! Are you giving employees time off for in-person voting? Make a post! Acknowledging current events lets clients and employees know you are doing your best to stay in the loop and adapt to an ever-changing outside environment.
Stay True to Your Messaging
Despite everything going on in the world, don’t forget to stay true to your messaging. Give people news and updates about your industry, no matter what it is. If you have specials going on or are hiring new employees, share the good news with your followers. It’s important to stay on brand and remind your follower base what you have to offer, despite all of the current events.
Continue Updating As Needed
One of the most important aspects to navigating any crisis is to stay continually updated, and to update messaging as necessary. With rapidly updating information available to your company, policies and stances may need to change. Be ready to stay flexible and have ongoing conversations about how to navigate social media through different issues. Don’t be afraid to update your safety policies, ad policies and more to match the needs of any given week.
Questions about social media marketing during a crisis? Contact Moxie Consulting today!