Pandemic in the Digital Era: How To Stay Classy on Social Media During COVID-19

Don’t let poor judgement affect your social brand during times of crisis.

Social media is a great tool to have during times like the current COVID-19 crisis, when people are quarantined at home with nothing but their electronic devices. As helpful as social platforms can be, it’s also important to remember that this is not a time to profit from other people’s suffering. Instead, it’s every brand’s responsibility to stay honest, mindful of their content and respectful of what others are going through.

Before you open Buffer and start scheduling posts for the remainder of quarantine, take a look at these 5 dos and don’ts on how to stay classy during COVID-19.

1. Don’t: Forget about previously scheduled messages
   
   Social scheduling tools like Buffer and Hootsuite are amazing when you or your social media manager have limited time for daily posting. Unfortunately, tweets or LinkedIn posts that you scheduled weeks ago could be completely tone-deaf and inappropriate given the current events.
   
   Instead of relying on these tools, a good idea is taking a look at previously scheduled posts and deactivating those would be better suited in a different context. There will be plenty of time to reshare old messages when the time is right.
   
   
   
2. Do: Share positive messages that align with your brand
   
   A little positivity is just what people need during quarantine. So why not use your voice to spread some cheer? If you can share a blog post on time management skills, or a quick LinkedIn direct message on good working-from-home tips, do it! Your audience will appreciate that your brand cares about their wellbeing, and that selling is not your only goal.
   
   
   
3. Don’t: Ignore people’s questions and concerns
   
   Social media is a great way to communicate with your audience in a fast, efficient manner. This is exactly what people want during a time like this.
   
   When your prospects and current customers have questions about online orders, store operating hours and whether your processes have changed, make sure you’re available to answer with honesty and transparency. We are all struggling to define what the new normal means, so make your employees and family of clients a part of it. Don’t keep them waiting!
   
   
   
4. Do: Be mindful of people’s financial situations
   
   Recent publications estimate that Americans have lost 10 million jobs due to COVID-19. This has affected not only businesses and the economy, but also households who might now be struggling to make ends meet. Be mindful of this! There’s nothing wrong with promoting your products and services, but also work with those who have been loyal to you and offer help in any way you can. From small discounts to free shipping, any small act of kindness will be well received.
    
5. Don’t: Make distasteful jokes about the situation
   
   There’s a fine line between being relevant and tasteful and being an outright jerk.

A little comic relief, like doing a hand washing challenge is a tasteful and cautious way to engage COVID-19 on social media. Take TikTok, for example. There are fun hand washing challenges and dances that can show a ‘human’ side of your company/employees to your consumers.  

However, joking about a global pandemic that has affected millions of lives without being careful will not only be in poor taste, but will most likely make your audience question the authenticity of your brand. Before posting a meme, ask yourself whether a few likes are worth potentially hurting your brand. 

Unprecedented times mean that our original content calendars and marketing plans will have to shift. Fortunately, we are all in this together and trying to do the best we can.

If you have questions on how to handle your marketing strategy during COVID-19, let me help! Email me at [email protected] and let’s navigate this together.