Tips to Optimize Social Media Strategy During COVID-19

By: Maria Fernandes

The COVID-19  pandemic has forced companies to navigate uncharted waters. Brands have had to drastically and rapidly shift social media strategies to meet the needs of their internal and external stakeholders. Social media allows consumers to express their frustrations with brands, especially when a brand’s actions don’t align with its words; however, this pandemic has also offered brands the opportunity to rise to the occasion and create a memorable impact. Here are three social media strategies that brands should implement to provide value to consumers:

1. Don’t Go Dark
This is a moment to pause, evaluate, and re-strategize. Understanding how your customers’ priorities changed allows for the opportunity to shift focus and show how your brand can provide value, whether that be by providing solutions to problems or enriching customers through innovative means. Analyzing customer sentiment, monitoring keywords related to the pandemic, and keeping up with industry trends are effective ways to know what to emphasize.

2. Be Transparent
Customers are more tech-savvy than ever and can not only tell when a brand isn’t authentic but also when words don’t coincide with actions. Make sure to communicate openly and encourage feedback. Consider asking your audience what they want to see and promote two-way conversations. Doing this demonstrates that you understand the complexity of the situation and prioritize customers over profit.

3. Go Above and Beyond 
The pandemic is an opportunity for brands to show their commitment to their values and ability to think outside the box about creative strategies that prioritize consumers. Even if a business is not in a position to donate money, it can use its resources, expertise, and platform to share reliable and helpful information. Distributing hand sanitizers, providing free access to streaming platforms, and educating your audience about sanitation during the pandemic can give your brand credibility and show its commitment to CSR.

If this pandemic has taught us anything, it’s that we all have the power to build resilience. Being adaptable and re-strategizing according to shifting consumer behaviors is extremely valuable. Not every strategy might work, but evaluating social media engagement and customer sentiment can help you change your action plan.