What to do right now: How to navigate through a global crisis on social media - Carney
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What to do right now: How to navigate through a global crisis on social media

How should your marketing strategy change when there’s a global pandemic?

That’s the question of the year for us. There’s no rule book. No guidelines. Nada. The disruption is real. Luckily for us, this fam is good at thinking on our toes. So is Sprout Social and they have an answer for ya.

Data incoming! Did you realize….

  • 91% of people believe in social’s power to connect people.
  • 78% of consumers want brands to use social to help people connect with each other.

When you start creating connections through relevancy then you officially cracked the code. Here’s how you can get going:

  1. Get a pulse on the conversation. Take advantage of social listening tools! And if you’re unsure about your content strategy, use the sandwich method. *COVID update* + *Insert Your Content Here* + *COVID update* – Is your content helpful or mindful in this test?
  2. Understand if there is a place for you. Once you grasp how your target audience is conversing, figure out how your brand can deliver on wants and needs. Be helpful.
  3. Don’t turn a global emergency into a platform to promote. Consumers can smell sneaky sales from a mile away. Whether you create a full social media campaign or a one-off message from the owner, make sure it aligns with your brand and resonates with your people.
  4. Lead with empathy, not fear. The entire world is in this experience right now. It’s not something to capitalize on, but to empathize with. Think about Clorox. Its products are flying off shelves. But you don’t see a Clorox social campaign saying “get it before it’s too late.” Instead, Clorox remains educational, sensitive, and calm.
  5. Turn to your community. Use this opportunity to put your brand’s raw personality on center stage. Take this time to nurture your fans.

Get all the details and examples from Sprout Social!


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