What To Post on Social Media During a Global Pandemic
By Nicole Fikes
It’s an uncertain time for brands on social media. Social media managers and content creators with months of pre-pandemic content are now wondering; Should we post this right now? It’s a question that’s haunting the back of our minds as we create new content based on rapidly pivoting social strategies.
At Merrygood, our team has discussed the balancing act between content that acknowledges this disaster and continuing business as usual. After all, this is far from “usual.”
We’ve found it’s good to remember the traditional tactic of defining a brand as you would define a person. “What’s their point of view?” “What’s their personality?” Are they funny? Serious? Informative? These are all questions typically asked (and answered) in a pre-defined brand persona. However, “How would they react to a global pandemic?” likely wasn’t included in the write up.
You already know what you don’t want. Nobody likes the guy who comes empty handed to the potluck, speaks louder than everybody else, dominates the conversation and overstays his welcome.
Don’t be that guy.
Be human. The guy (or gal) that contributes. That engages in two-way conversations, and knows when it’s best not to say anything at all.
This question-based checklist from Ogilvy is a fantastic filter to ensure your content has been fully considered:
Is there a risk our brand may come across as profiteering or opportunistic?
Will this content contribute to a sense of panic?
Does this content encourage or depict dangerous social behaviors, like face touching or group gatherings?
Does this content make assumptions about my audience’s current lifestyle situation, or access to resources?
Will this content impact the reputation of any partner (e.g. an influencer or another agency)? Should the choice to pause or continue marketing efforts be a joint decision?
Is the tone of my content appropriate in this context? Does my content make light of a serious subject?
Does my content provide value for consumers?
Is my brand in a position to contribute to CSR initiatives in a meaningful way.
In the time of COVID-19, It’s more important than ever to remember that it’s not about business to business or business to consumer — it’s about human to human. As this virus evolves in the coming weeks and months, the dynamic between social media and the public will evolve with it. It's more important than ever that we as brands or brand representatives remember the human connection vs. our nature to sell.
These are unfamiliar roads for all of us, but the path through starts with self-awareness and with it the proper timing of a meaningful contribution or, on some days, the grace of saying nothing at all.