In the wake of the escalating COVID-19 situation, online communication has ramped up exponentially, making it a priority for your business. Whether it’s a worldwide pandemic or a local emergency, using your social media properly during a crisis is important. The future may be uncertain, but preparing your social media strategies will help you stay one step ahead.
[bctt tweet=”Rule #1. Stay Calm. No amount of hysteria will help you or your customers. Learn how to equip your business’s social media to handle national emergencies.” via=”no”]
How to Respond During a Crisis
During times of emergency, your customers turn to the internet for updated information. This is your opportunity to show your audience that you are aware of current situations and can provide real-time assistance. Does your business or organization have a crisis communication plan? Observe these five rules while you’re using social media platforms.
- Stay Calm
- Be Relevant
- Adjust Your Scheduled Posts
- Spread Facts, Not Fear
- Provide Resources
1) Stay Calm
Uncertainty can be unsettling, especially in situations that have no precedent. Firstly, be sure to stay calm. No amount of hysteria will help you or your customers. Start monitoring reliable news sources and communicate with your team how your business will respond.
2) Be Relevant
Social listening is just as important during the crisis as it is during normalcy. Make sure your content is relevant and posted during times when your followers need it. Use your Facebook page (and other social media channels) to answer questions, coordinate your business response, and share necessary resources.
Pro Tip: If your business activities get interrupted, use social media posts, email blasts, or landing pages to communicate announcements.
3) Adjust Your Scheduled Posts
Do you need to pause your current content? If you have a blog or social media posts scheduled in advance, emergency situations may alter your posting plan. Delete or reschedule any posts that could be seen as insensitive or irrelevant to the crisis situation. Like we’ve seen in the coronavirus crisis response, many events have been canceled altogether, altering event promotions and social updates.
4) Spread Facts, Not Fear
Inaccurate information can spread like wildfire, especially when circumstances are ever-changing. If your business shares information about emergency relief, government updates, or health concerns, be sure to link to verified sources. In the same way, make sure your captions don’t promote fear or confusion. Use your social media posts to be clear and objective so that your followers can stay informed.
5) Provide Resources
In times of emergencies, your business has a part to play in your community. Don’t forget to use social media to share resources that might be helpful for your followers. From donation organizations, testing sites, or volunteer opportunities, your page can become a valuable source for navigating the situation.
Caring For Your Followers
Managing social media networks during a crisis isn’t straightforward. In a day’s time, a government order or health advisory may alter your strategies altogether. This is the time for your team to join together to do what’s best for your community. Instead of being overwhelmed or anxious by the circumstances, your business can use social media marketing to be a source of optimism for your followers.
Connect with our digital marketing team learn more about enhancing your social media communications.
Ashlee Visser is the Content Manager at ITVibes, Inc. She holds a B.A. in Humanities from Thomas Edison State University. With a strong focus on organization, she excels in content management and website writing. Ashlee’s passion for writing is evident in every project she undertakes. When she’s not busy managing content, she enjoys spending time with her husband and their growing family.
