At times like this, when many of us feel concerned and anxious, we all need to be careful about what we say – whether to the people we are close to, to our colleagues, or to our clients, and stakeholders. And that’s just as true for organizations as it is for individuals. Today people want – and expect – instant responses to their questions and needs, but corporate social media during times of crisis needs to be carefully considered.
As the ‘front line’ of company engagement with your public audience, caution must extend to social media channels – it’s incredibly easy to misjudge the tone of your social posts and wreck your reputation in a moment.
Business as usual content (pre-scheduled and automated) should be dropped in favor of thoughtful and responsive output that reacts and responds day by day.
People are looking to brands and companies to give sensible and appropriate advice as we live through this pandemic on topics they have ‘earned’ the right to discuss. Some of the world’s politicians and leaders will be found waiting on the advice they give to their citizens during this crisis – companies can step into the trust vacuum.
How do you ensure your social media content developed during a global crisis does not offend, upset, or alienate audiences during this difficult time?
Corporate social media during crisis: Step one – review your output
First, swiftly assess what you’re saying currently and what is scheduled on your social channels. Is it appropriate at a time like this?
Be clear on the role your brand plays in people’s lives and how you add value for your audience, then use that knowledge to help guide your decisions. Pivot to areas that will have resonance and meaning.
Eva Taylor, Head of Social & Marketing Operations at social media management platform Hootsuite, gives this advice: “Sensitive situations, such as the current COVID-19 pandemic, require a careful and thoughtful approach. Take a step back and re-examine the content you’re sharing on a regular basis to avoid appearing insensitive or irrelevant, which can negatively impact your brand in the long run.”
Shift to a different tone, says Taylor, “A health scare is not a ‘marketing opportunity’ to capitalize on: instead, focus on how your brand can help others.” She added, “Keep an eye on breaking news and how it might impact your chosen approach. Observe how your audience responds and consider adapting your tone accordingly when crafting any messages that you plan to share on social.”
I don’t know how many times in the last few weeks I’ve read a social media post that has very obviously been pre-scheduled months ago. They appear crass and ill-timed.
Run through your scheduled posts and check them for tone. Do they feel wrong or badly timed? Do they seem insensitive to any members of your audience or your client groups?
CFOs: Direct resources to social
This is not the time to close down communications. In fact, this is the moment when, as an organization, you should be communicating more than ever with both your employees and your external stakeholders.
Clients, customers, and suppliers will be looking to you for a clear outline of how you are responding to the crisis and how they can expect to be treated. This is the right time to be demonstrating your commitment to a true purpose – especially if you have previously espoused one in your values or communications.
Audiences and followers will want to hear how your leaders are responding; that they’re steering the ship confidently in the face of adversity. They’ll also need reassurance that you’re maintaining at least some semblance of an operation despite the challenges of remote working and social distancing.
Taylor recommends: “[I]f your audience is reaching out to you with questions and concerns, this is a great time for your brand to participate on social in a transparent, empathetic, and timely manner. Use this as an opportunity to strengthen your relationships and build your community.”
We’re all in this together: Be honest and be human
As with all communications, it’s important that you’re honest and open in your messaging. That does not mean that you have to reveal everything that’s going on behind-the-scenes. But it does mean that you need an authentic and honest tone of voice when you speak to the wider audience.
We all know that this is a very human catastrophe and everybody is under pressure whether with family, work, or with their companies – keep this in mind when considering the tone of voice you use.
If you read some of the latest output from Microsoft, who we at Formative Content have been working with, you’ll see that CEO Satya Nadella has been on the front foot with his commentary and content on social media, as has Microsoft President, Brad Smith. Their messages have been delivered in an authentic and straightforward way.
At the right time, organizations should be telling the hero stories, the frontline stories, the stories of the challenged, and the vanquishers. Whether it’s your people at the top, or your staff messages, think about how you reveal the human behind the message. For larger, global organizations, these stories will land with your own people as reassurance, as much as with your external audiences.
“In the ‘new normal’ that we now face, brands should experiment with different formats. A video message recorded on a CEO’s webcam or phone might be exactly what is needed to get an authentic and timely message out to the world,” says Richard Wellings, Digital Content Strategist at Formative Content.
“More than ever, social must be a two-way affair. Brands should carefully plan to share employees’ stories, important third-party pieces, or answer questions in a public forum.”
Look to the future
In this initial phase of the pandemic – when different countries are feeling the full impact of the virus, with many people ill and dying – your comms should be helpful and practical, authoritative but warm, demonstrating and explaining how you can help. Talk about how you are helping your people, communities, or clients.
If it’s not crucial or of value – why would you say it now?
If your business is struggling, but you’re determined to keep it going, then focus on that message in your comms. If you’ve devolved your team, and that’s putting pressure on your internal operations, start telling the stories about your people and how they’re responding. Explain how you’re working to deliver continuity of business.
The final word goes to Hootsuite’s Head of Social, Eva Taylor: “Social media is an ideal channel for two-way engagement and plays a significant role in crisis communications. At times like this, fully leverage its ability to communicate with your customers, employees, and the broader community to help support each other as best as we can.”