With brands having to reevaluate everything in light of COVID-19, adjusting to new realities that are constantly evolving, we have compiled some of the real-time recommendations we are making to clients looking to make real-time decisions in social media.
Below are the top 3 questions we’re fielding from clients about how to approach social media marketing during the current coronavirus crisis. Our answers include the importance of leveraging social media listening tools to ensure relevancy, the heightened importance of community connection, and a perspective on the future of social media networks.
Laura Bluett, Sr. Social Strategist
Liz AvILES, VP, Market Intelligence
“What type of content should my brand be posting
on social media right now?”
Across platforms, traffic and engagement on social media have spiked with Americans turning to social networks as destinations for information, connection with friends and family, and entertaining and comforting content. Rather than go dark on social, brands can respond with content that’s relevant, responsive, and meaningful. Empathy is key. Responding, therefore, requires careful listening. Leveraging social listening platforms, monitoring relevant hashtags, and optimizing platform-specific owned tools (e.g., Pinterest’s business blog, Curated by FB) should guide how you and your social media team respond in such an emotionally charged and volatile environment.
This type of research can also help you uncover novel ways your consumers are using your brand, spotlight unmet needs, and identify potential opportunities to support community efforts.
“How should I be thinking of organic vs. paid?”
Now’s the time to consider your business needs while prioritizing goodwill and helpfulness in paid content. For instance, prioritize paid promotion of content that: is focused on community relief efforts, is informative and inspiring, or spotlights strategies for well-being. This type of paid content will resonate with your audience in their current mindset and position the brand as a relevant thought leader. Organic content should aim to nurture, entertain, and communicate with your existing followers.
- Frequency of message: Though frequent posting is typically the norm, consider that consumers are currently navigating a flood of online information; a careful and thoughtful cadence of communication is more important than ever.
- Effectiveness: Monitor cost per result and engagement metrics to ensure that paid ads are resonating with your audience. If CPM skews high or engagement is low, shift to a different piece of content or iterate elements of the campaign.
- Optimization of content: Test multiple messages in paid ads, just as you would with any campaign, to determine the brand expression that best resonates with an audience at this moment.
- Platform selection: If your brand normally activates on Instagram, now may be the time to consider also increasing your presence on a platform like Pinterest where we know consumers are going for inspiration while they remain at home.