Business owners — I see you and I feel you.
It’s a bit of a weird time at the moment, right? It can be tricky navigating business when everything is so up in the air. It’s probably safe to assume that while you’re making alternative business arrangements and looking out for your team, the last thing you want to worry about is social media content. Comms are important of course — customers and stakeholders need to be kept in the loop, but other than a “the team is working remotely, we’re here for you” or a “our doors are closed at the moment, see you when we see you” social media post, where do you go from there? Should you share photos of your team in their bubbles baking the 2021 version of banana bread (which is cinnamon scrolls by the way!)? Should you carry on with the original content plan? Should you put a halt to social media posting altogether?
There is a right answer… it comes in two parts.
Part one: read the room. Think of who your audience is and how they could be feeling at this present point in time. If you’re a recruitment agency, maybe your candidates are nervous that a lockdown could prevent them from finding a new job. If you’re a ute dealership, maybe your tradies are feeling a bit restless being stuck at home all day. Figure out what it is they need and want to know, and give it to them as you see fit. There’s always a lot of noise out there in the online space just after an important announcement is made, so it’s worth considering timing. Above all else, it’s about identifying how you can keep your customers informed, whilst being considerate, whilst also continuing to build momentum online for your brand and business….
…and with that being said, the second part of the answer is this: you have to pivot. Unfortunately some of the planned content may not currently be relevant or suitable – that’s okay, because it will be again in the near future – so now it’s important to come up with alternatives. Think of pivoting as an opportunity, not a hindrance. Being creative and adapting to whatever is being thrown at you establishes a better position to weather the storm and come out on top. Again, the audience should be at the forefront of what you do. Sharing problem-solving, value-adding content five days a week isn’t always necessary — you’ve already read the room and identified how your audience might be feeling. Here’s a few ideas on how to pivot your social media content:
- Video content – tutorials, discussions, webinars, lives. With a phone or a laptop you’re good to go. Sit down and have a cup of tea with your audience. Talk to them. Teach them something. Answer their questions. It’s a great way to connect and engage when we’re all stuck at home.
- Giveaways – who doesn’t love free stuff? They’re a fantastic way to increase social media engagement and follower count. How about collaborating with other local businesses for it?
- Put a call out for user-generated content – whether it’s photos of your product or service in use, or just something for entertainment purposes, customers who have newfound time on their hands are likely to want to engage with your brand.
- Get real – there’s a lot of pressure out there to spend lockdown or periods of isolation being super productive. Although, like you, many people do have work that still needs to be done, it’s probably fair to say that a lot of it is carried out in comfy sweatpants. Show your audience the realities of life at home whether it be through a quick snap or a video.
Navigating social media during times of uncertainty can be difficult, but it’s not impossible. With a bit of strategy and creativity up your sleeve, it can be done. I do this every day for not only my own business, but for clients too. Please don’t hesitate to get in touch for a virtual cuppa if you’d like to discuss further on 021 911 958 or email@example.com.