A Joint Blog Post by Gail Snow Moraski, Results Communications & Research and Nick Bartos, Social Motion

Where to begin? First of all deep breaths, everyone. We are all in this together and we will get through this period of crisis in our country and in our world if we all continue to remember that it is our purpose in life to look out and be there for others the way we are there for ourselves.

Now, on to the mission at hand. We – Nick and I – have been chatting a lot this week about the nature of content to include in social media posts, currently and in the short-term. It’s a very tricky time for organizations. Many for-profit organizations have already experienced or expect to experience a significant loss of income due to customer work being cancelled or delayed, or an abrupt end to a robust product sales pipeline or stream. And, many nonprofit organizations’ financial and human resources are being stretched to a degree for which they aren’t prepared.

Where we landed is this; these are unprecedented times. Yes, there have been pandemics before, but at least in the U.S., there are likely only a handful of individuals who have lived through something similar. And, there’s never been a time in our country’s or world’s history where we’ve been as digitally and electronically advanced, and therefore, where we’re expected to be continuously communicating and providing updates online. Given all the aforementioned, as we’ve been saying to a number of the people, ”there’s no official guidelines or rule book for this.” The best we can offer, therefore, are the opinions of two digital marketing and PR experts in this blog post that we hope can serve as an “unofficial” rule book for your organization related to your social media voice & presence now and in coming weeks.

Social Media Is Meant to Be Active and Interactive, Not Passive

Social media is, and always has been, a tool to connect with your audience fairly intimately. Social media is not a passive form of interaction, and thrives on conversation, emotion, and the sharing of ideas. Whether for-profit or non-profit, organizations should be utilizing social media — in this situation in which we find ourselves — as an opportunity to demonstrate the values your brand encompasses. While it is important to not profit off of, or appear to profit off of this crisis, it is important to express that your brand empathizes with and is a part of your community. Furthermore, your brand likely has a great sense of what your community’s needs and struggles are, and you may be able to offer valuable insights to your audience during this difficult time.

For example, a construction company may share information relating to grants, or low-interest loans that help contractors, electricians, and plumbers during this crisis. The construction company may also share the precautions they are taking, or share the standards/procedures they have created to protect their employees. Additionally, the company may reach a broader audience by demonstrating their commitment to the cause — like a photo or video of the masks they are donating to a local hospital. Again, social media is a place to build relationships and offer value – if you can do that, respectfully, during this crisis, you are already ahead.

Social Media Do’s and Don’ts During a Pandemic

DO’S

• In general, speak from the heart, demonstrate empathy and support; think about how you can truly be, and can be seen as, part of the solution. We saw a fellow communications professional post the phrase “innovate, solve, or stop” when speaking about current social media. We think that the first two in this quoted series sum things up pretty well – if you’re going to post or share others’ posts, then offer creative, meaningful, effective solutions to challenges faced by individuals and organizations right now. We’ll speak to the “stop” piece in our “DON’TS” section.
• Post or share, comment on, like, retweet posts that:
  • Express appreciation to/acknowledge those who are working overtime and/or risking their lives during the pandemic, including police officers, firefighters, EMTs, healthcare providers, pharmacy and grocery store employees, gas station employees, home and office cleaners, and anyone else who has to tirelessly continue to work to keep us all safe and well.
  • Speak to the good work that various national, state, or local nonprofit organizations and agencies are doing to help vulnerable, at-risk populations, and the general public.
  • Ask for help. If you do ask for help, make it clear what kind of help would be useful. And, whether you are requesting financial donations, tangible goods or volunteer time, be very specific about where those contributions will go, how they will help, who they will support, etc.
  • Remind others to check on elderly or health-compromised neighbors, or anyone they know who lives alone and who may feel isolated; plus, creative ways to make these individuals feel connected and supported – glass door and window visits, signs you make and show outside their window, texts, e-mail, phone, and video chats, and anything else creative you can dream up
  • Announce that you are there/here to help and on what fronts
  • Describe promotional offers or new products or solutions that will be received as heart-felt and legitimate and reinforce a true desire to help, such as a discount on any kind of services that would help a business keep running or get back up and running again
  • Provide updates about your hours, reduced staff, open or closed locations, etc. that indicate potential impact on customers, i.e., use your posts to manage client expectations
  • Share ways for your followers to donate to causes in your local community, or industries that you serve, where people may feel most connected
  • Create an image such as the one below (created by the Girl Scouts) that contains your brand/logo, or create a short video or video snippet along the same lines that shows heart, desire-to-help, or innovation — We are here and glad to help you with this!

• Provide helpful information about the pandemic vs. creating fear (for example, sharing scary statistics related to the virus and its impact or frightening videos showing suffering of victims). Helpful info. may include:
  
  • Where/how to get help if you think you or a loved one has COVID-19, where to get food or other assistance, e.g., websites, phone #’s, text lines
  • Federal, state, or local government mandates or recommendations, such as group size limits and social distancing guidelines
  • Thoughts on or links to others’ thoughts on how to reduce anxiety level during our pandemic
  • Ideas for crafts for children to make with supplies that are likely on hand in any home
  • Family games and other bonding experiences, such as reading a book together, watching a movie, baking, or playing card games
  • Thoughts on or links to others’ thoughts on how to stay healthy during the pandemic, such as a daily walk or eating as healthy as possible (recognizing somehow that everyone might not have easy access to nutrient-dense food)
  • Reminders to find gratitude and appreciation somewhere, somehow in every day (aka “silver linings”) – whether it be taking advantage of unexpected free time, or additional time with loved ones
  • Thoughts on how to work efficiently and effectively from home

DON’TS

• In general, don’t post, like, share, retweet, or comment on any content that might be offensive or seen as heartless, un-empathetic, or completely oblivious to or out-of-touch with what is going on in our world presently.
• Don’t post about:
  • A new product or service you are offering that might appear as trying to prey on others’ misfortunes/take advantage of them in their darkest moments
  • Services and products that would seem like an incredible luxury, or irrelevant to or off-limits to many at this point in time. For example, some investment and insurance company advertisements about helping one prepare for retirement just don’t sit well right now. Audiences may be feeling that they won’t be able to retire, or must work much longer than anticipated before they are able to. Restaurant and vacation ads feel out of place as well when we’ve all been asked to “stay put.”
  • Services and products that encourage individuals to engage in activities that ignore mandates and guidelines set forth by federal, state, and local officials.

We are both here to help you regarding your social media or other digital marketing needs, so please don’t hesitate to reach out with any questions or concerns. We really want to help as many organizations as we can during this difficult time, and we’re always glad to have a complimentary discussion. Be safe and be well.

Learn more about our social media voice and strategy services.

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