It’s Time to Start Posting… Carefully

Written by: Cassandra Bailey

Clear, consistent communication is the most important response to any crisis situation. In these days, where many people are quarantined or working from home for safety reasons, there is a huge opportunity to share information effectively using social media.

We haven’t seen any specific data just yet, but it’s highly likely that usage of Facebook, LinkedIn, and Twitter has greatly increased. That’s because many people are searching for news and information about the coronavirus, their businesses, their kids’ school, and their local government response.

So how should companies respond? Well, it’s important to recognize that all five of your targeted audiences likely can and will be watching your social media posts. That includes employees, customers, suppliers, investors, and industry influencers. That said, it’s important not to post things that are just for one audience and may confuse or concern other audiences. Instead, focus on posting information that is relevant, insightful, and actionable for all. It should also be consistent with messages you’re delivering using other forms of communication, and it should be clear.

Here are some examples of things you can post as you seek to fill your feed with information that is useful and helpful to others:

Interview Blogs

It is always ok to post blogs that feature customers, employees, suppliers, and center of influence. People want to hear from them, including their perspectives, insights, and experiences. Craft 5-7 questions and send them via email to people that others will respect. Be very careful about the questions you send. Be sensitive to fear mongering or unnecessary pessimism. Also ensure they’re not tone deaf and don’t ignore the current situation in the world. It’s a bit of a tightwire to talk, so have someone else look at the questions before you send them.

Supply Updates

Be honest if you’re going to be facing any supply shortages. That goes for both products and people. Give people regular updates on the challenges you may be facing, what your plan is to address the problem, and what progress you’re making. Use this time to create a crisis communications plan in case you begin to have supply issues in the future.

Open Positions

Unemployment rates continued to be low in 2019 and into early 2020. Many companies just don’t have enough of the right people. Now is a good time to rework your recruitment marketing plans. Showing that you have open positions and that you’re moving forward with filling them (safely) will create confidence in your company.

Industry News

Most industries will continue to operate for the foreseeable future. That means there will be news. It’s ok to share that news as long as it is not all bad. If there is something useful to others, it’s ok to share on your social media. Just be sure to check the source and ensure it is coming from a credible news organization. You don’t want to share false information.

Evergreen Content

There are things that people will always want to know, including tips, tricks, best practices, and new approaches to old problems. They’ll also want to connect with new people since many of them will be working from home. It’s possible that if you invite them to a webinar or a conversation on a thought leadership topic, they’ll take you up on the offer.

Employee Profiles

Everyone is concerned about other people. That’s the silver lining of the crisis. Highlighting the people in your company, who they are, what matters to them, what role they play in your company, all of that is positive, affirming messaging that other people will like to see and interact with right now. It also helps you communicate how much you care about your people.

Responses

With so much fear and uncertainty, you may be getting more questions and comments via social media than you’ve ever gotten before. This is the worst time to ignore them. Work with your internal team to identify and answer frequently asked questions. Put a standard operating procedure in place for escalating issues. But whatever you do, ensure your community online feels heard.

Yes, now is the time to increase the volume of content you share on social media. More communication is often better. But be very careful and sensitive to the world around you. If you wouldn’t say something to an actual human being at a cocktail party (before you’ve had a few drinks), don’t put on your social media channels. Communicating clearly and consistently will let you connect with others at a time where human connection is so important.

If you need some help figuring out what to post, let us know at hello@slicecommunications.com. We’re here to help.