How do we maintain a meaningful conversation with an online audience during these turbulent times? We live in a beautiful world, but sometimes it feels as though disaster can strike in the blink of an eye. Diseases, hurricanes, fires, floods, earthquakes – these things can deter from the normalcy we are used to. Here are 3 tips for communicating to your online audience during a crisis.
1) Stay up to date on relevant news.
Have you read the most recent updates? While this seems like an obvious place to start, it is the most essential. The last thing you want to do is take part in the dissemination of false information. Make sure anything you say or do is under the guidance of the most recent updates from reputable sources. For example, during the COVID-19 outbreak, the WHO and CDC websites’ most recent updates should be consulted before any and all decisions are made.
2) This is not an opportunity.
A crisis is not something you usually capitalize on. You should continue to market and sell your product or services, but this is not business as usual. All scheduled posts and ad campaigns must be carefully analyzed and rewritten with an added layer of care and empathy throughout the duration of the crisis.
Managing day to day business communication during this time can be very time consuming. That is time and energy that should be put into maintaining your business and the safety of your family. Having an experienced social media manager is extremely critical in these times. This person should continue effective communication with your audience, informing them of any updates with great perspective on the situation, with little focus on marketing new products or events during the crisis.
3) We’re all navigating this together.
Fellow business owners, teammates, and customers will turn to social media for support and guidance. Ask yourself: How are we able to help?
Shared experiences, expertise, and resources are invaluable in times of crisis. Businesses with remote workers prior to COVID-19 had already weathered many of the issues every company is now facing. Those companies can now share two things at once.
1. Advice on moving to a “work from home” structure by answering questions or releasing a “remote work guide.”
2. How to use your social media for good during times of crisis to help your community.
This not only helps other businesses, but it keeps your business relevant in the current conversation.
Answering the flood of questions you are bound to receive or creating a protocol guide is incredibly time-consuming for a small business owner, but social media managers can better communicate your plan to the audience.
In times where everyone is concerned about what will happen next, think about how your business can help. Remember to always communicate effectively with team members so that your brand’s messaging stays consistent. However, make sure to adapt your daily procedures according to any new guidelines. It is always better to over-communicate with your audience than under-communicate, especially during a crisis.