How are you coping with COVID-19 and its predecessor variations?
I bet, back in March 2020, all of you (including myself) thought that the situation would be over in a couple of months. But approximately two years have already passed since the early gossip about the strange virus started rolling around media. Unfortunately, we haven’t been able to move into the post-pandemic stage until now, as we are still right in the middle of it.
Well, like it or not, the truth is that we need to adapt to this situation. Bad or good, the tremendous impact of COVID-19 on our perception of the world is undeniable. It affected all the domains of our life, including social media.
Let’s see what has changed in social media from the beginning of the pandemic and how we should keep up with it.
Social Media Ethics
We won’t touch the standard ethic protocols of the social media platforms. They are well known, otherwise readily available online.
Instead, I would like to discuss the situation we all are in a little bit. Maybe for some, the COVID-19 pandemic was a time to repose from all the buzz around.
But, I want to bring to your attention that the pandemic and lockdowns in 2020 caused 114 million people to lose their jobs, according to the World Economic Forum. Just imagine for a second what it means for the millions of households.
The bottom line?
Yes, businesses should adapt their social media policies but refrain from acquiring profit from people’s distress and hardships.
Maybe a non-ethical attitude could bring many benefits, but those business owners shouldn’t forget about client loyalty in the long run.
Good Cop, Bad Cop
If you want to be a “good cop” and successful entrepreneur in the current pandemic situation, make sure you stick to the elements below:
- Don’t ignore the pandemic. Instead, make sure you use social media platforms to inform your followers about the current situation, invite them to be more cautious, and stick to the health recommendations.
- Don’t spread fake news. Don’t distort the COVID-19 facts to benefit from it.
- Be real. During the pandemic, some countries started to limit the AR filters. It happened after realising how much “perfect” lives and faces negatively affect viewers.
- Be more sensitive. There is a group of people badly affected by COVID-19, and I am sure they follow you. So go over your words twice to ensure they don’t offend anyone.
Your Social Media Timeline Reimagined
Here is the thing: growth comes at a time of crisis. Your responsibility and challenge in this period are to figure out what comes next. In this regard, pausing and reconsidering your upcoming strategy is worth that.
But wait, let me give you some tips.
Without a doubt, the first thing you need to focus on is the social media platform you are using to share your content and promote your business.
If you want my honest opinion, I suggest you stick to conventional social media platforms, like Facebook, Instagram, TikTok, LinkedIn, etc.
Source: Vox Media
During the pandemic, we have seen an eruption of Clubhouse. An app that initially was available only for IOS users and, by invitation, managed to turn heads. However, I would say it has lost its momentum.
On the other hand, it might seem like a tool of Gen Z, but don’t underestimate TikTok. The sooner you become a part of the TikTok community, the more beneficial it would be for your business. TikTok algorithms will take your content to audiences beyond your imagination.
Pro tip: When comparing engagement rates between video, audio, photo, and written content, the first stands way ahead of others.
A Picture is Worth a Thousand Words
Let’s see some famous examples of businesses adapting themselves to the “new normal”:
During the pandemic, the primary trend is building intimate ties with the customer base, loyalty. Per Brand Intimacy Agency MBLM’s findings, consumers started building closer relationships with the brands as the pandemic began. This sort of intimacy has increased by 37%.
MBLM also analysed the approaches prioritised by top brands during the pandemic (Youtube speaks x15.3 times more about “Avoiding violations” compared to earlier).
It might be invisible at first sight; however, brands have adapted their policies to the pandemic requirements. Findings presented by MBLM portray that emotional connection and assistance are placed at the forefront of the adaptations.
A few examples go a long way
Still, perplexed about the form in which you should reshape your social media timeline? Then all you need is to go through the examples I have brought together to demonstrate the changing attitude.
Here you go:
- Think of offering your services online and free, like in the example with tarastiles.
- Organise a charity giveaway.
Giveaways on social platforms are not something new. However, what should change in your approach to them during the pandemic, is taking people in need into consideration and using your platform to reach out and help them. - Create a FundraiserLet alone small businesses, Facebook Co itself adapted to the current situation. In summer 2020, they introduced a function to help people raise money for their own cause, i.e. a Personal Fundraiser.
- Invite people to share their COVID-19 stories, for instance, through contests. You can also send out any content to get feedback regarding your followers’ financial and psychological situations.
The way you will adapt your social media accounts and the content you will share depends on your imagination, the specificity of your business and how well you know your customers.
But my advice to you during the pandemic would be to stick to winning hearts and minds of your followers and client base. You need to sense and figure out different groups that you reach out to and address their possible challenges.
Don’t hope that the COVID-19 will be over soon. The pandemic and its whatever outcomes are here to stay. So invest in adapting your social media strategy while considering all the abovementioned nuances. In case you need professional help, reach out to us.
