Part 2 in a Series

No one ever expects the kind of crisis that is pervasive to every community and industry like this health care epidemic is right now. So if you’re struggling with how to cope, you are not alone. A lot of organizations are using their social media channels as their first, or maybe their only, method of communication right now.

If you are pursuing a schedule on your social channels during this crisis, MAKE IT COUNT.

Say Less, Share More

Stop promoting yourself and start helping your community. What can you do to be part of the solution? Here are some examples you may have seen in your community.  

Restaurants who cannot fully operate have moved to online ordering, contactless delivery and even “make at home” meal kits with key add-ons, like eggs and toilet paper.  

Arts organizations are sharing live concerts, behind the scenes tours and developing curriculum to be consumed from home.

Sports teams, who were among the first to take action, have propped up their service workers with pay checks; many sports celebrities are doing public service announcements and other work to help their communities.  

Nonprofits have pursued a variety of options – some are fundraising to assist in the health care space or keep vital services going while others are being creative to fulfill new challenges.

Large scale manufacturers have rapidly re-tooled their plants to make key goods and services available to frontline health care workers.  Smaller cottage industries have redirected machinery to sew masks and create face shields, which are in severe shortage.

Someone in your online community is doing these things. Instead of talking about yourself, talk about them. And what they’re doing to help us get through this crisis. Because sharing their work can help them. 

Say Less, Do More

Be a link in the chain of helpers around the world.  Everyone can do their part. Can your organization support one of these community helpers?

If you’ve already shared good works happening in your community on your social channels, what else can you do? 

Can you match these organizations with the resources they need to continue?

Can you donate money or help them raise money for what they are doing?

That is what real community is about. This is what the social networks were built to do. Connect each other and help each other. Forget selling, and start helping.

We’d love to hear your creative ideas for helping your community.

ICYMI: What Should I Be Doing on My Social Channels During a Pandemic?

Next time: Will Your Get Your Audience Back?

To read more about social strategy from Step In Communication, check out our social strategy posts.

Part 1 in a Series

As the public health crisis of 2020 began to unfold, many communicators struggled with how to manage communications in an ever-changing environment.  By the time you had something drafted and in the approval pipeline, the recommendations or guidelines changed.

It’s really hard to pivot so quickly. And in case you were wondering, crisis communications is not usually that fluid.  Even skilled crisis communicators have been challenged to stay on top of a virus which we seem to know nothing about. 

Your social channels might be idle already, so this piece might help you reinforce why to your leadership. 

But if you’re struggling with how to remind your audiences that you’re still alive, here are some suggestions and ideas to make that happen.

At this point, you should be evaluating three things:

Should I be posting at all?

Do we have something helpful to add?

Do we need help right now?

Are You Part of the Problem or Part of the Solution?

This is a tough question to answer.  If you’re a school district, health care system, public information office of a local or state government, then you are no doubt churning out information, resources and links at a more rapid rate than ever before. As well, there are numerous nonprofits who have vital services that need to continue. Recommendation: you should be posting, frequently, humbly and honestly.

But if you’re not, what are you doing? What should you talk about?

If you’re a local-based brand, you can point people to those local resources and reiterate the current “stay at home” guidelines.  You can also express a degree of emotion at how much you miss “seeing” your audience, especially if you’re a business that is closed or altered because of the guidelines.

But before you do that, ask yourself another question. 

Will your customer cringe if they hear from you now?

It’s really easy to get your messaging wrong right now.  Like everyone else, I’ve seen countless businesses that are using the public health scare as a value proposition. This is risky, especially for high ticket consumer goods and services. Many consumers are limiting their spending to draw out their paychecks or manage savings amid uncertain income. Some have already lost their income, so tread carefully on any overt marketing messages.

When Communicating is the Right Thing

Depending on your industry and brand, it might be the right thing to continue communicating with your audiences.  Examine what you were doing before and compare that to today’s environment. That comparison should help you decide.  

If you can be helpful and offer something of value to your audience while they are staying home, what is that?  We’ve already seen numerous museums and zoos doing virtual tours with surprising elements that would certainly keep people entertained.  We’ve also seen entertainers of all types doing mini concerts, musical challenges, puzzles and amazing creative content to keep us distracted.  Some of those creative challenges have also raised money for causes too.

If you can find a creative way to connect with your audience, you may find a receptive audience. Recommendation: always check your tone before posting. Your audience’s needs and capacity to absorb information is changing so rapidly that what might seem humble and service-oriented one day could be considered tone deaf the next.

Beware of Overscheduling

This is not business as usual, so set aside the usual pace and pulse of your channels.  Create mental space and distance around your channels, by looking critically at your schedule and determining what people really want to see right now.  Recommendation: use a thick red Sharpie marker (virtual or real!) to edit your schedule, providing your audience with quality content.

Later This Week: What Can You Do when your Social Schedule Is Altered by a Global Crisis?

I recently assisted two small business owners with crisis response.  While I’m still processing everything that happened for one of them, we could actually see it coming and were able to do several things on social media to prepare for critics bombarding their Facebook page (which they did for 7 straight days!)

This owner posted a response to a tragedy that happened at her place of business. We all thought this would give a bit of closure to everyone involved. Nope.

Within the hour, a very long, inflamed and inaccurate post was shared by someone who was a third party to the tragedy. We starting watching the page very closely. Soon, the mob appeared and started a cycle of heated words, accusations and (wait for it) more inaccurate information.

While the response was complicated and involved, here are the four things we did to mitigate the public outcry.

1. Enhanced monitoring on the channel for 48 hours and aggressively remove anything that was clearly profane, spam or plagiarized.  
2. Used the “three strikes” rule. Any person who posts the same message three times on the page, is banned. This is a common protest tactic and is meant to spike the Facebook algorithm.
3. Turned off the Reviews function because they cannot be removed and in crisis, people leaving a rating have rarely used the business. They are merely expressing their discontent.
4. Changed the page settings to moderated. So no one could make a post to the wall, only comment on existing posts.

So how can this help you during your next crisis? Now is a great time to check your settings and make sure you know how to turn on and off all these features if and when you need them.