Why It’s Important for Brands to Keep Posting on Social Media During COVID-19.

For businesses, it's important to stay active on social media now, more than ever. Here's why:
Veena Ramakrishnan
April 2, 2020 - 4 min. read

To post or not to post. That is the question…that’s probably running through every social media manager’s mind right now. Should your brand really be posting on social during the COVID-19 crisis?

Before we get to that, we at Falcon want to extend our support to all NGOs and health organizations to respond swiftly with accurate information during COVID-19. We’re offering free access to our platform until July 1, 2020. Please reach out to us if you’re a Health or a non-profit organization, and we will help get you up and running with our platform asap.

Right, back to addressing the elephant in the room.

YES, your brand should still be posting on social during the COVID-19 situation.

The ongoing global outbreak of COVID-19 has caused a lot of setbacks for businesses globally. We, like most businesses, are in the same boat, trying to figure everything out as we go.

But if you could just take a moment and look around you. People are curtailing activities, practicing social distancing, and doing everything they can to help flatten the curve and stop the virus. Meanwhile, almost everyone is on their phones and laptops frantically scrolling through social media pages for the latest updates on COVID-19.

Should brands do something about this?

But people aren’t scrolling aimlessly through social media feeds. Not all the time anyway. They’re all looking for information and answers to the 18,912 questions running through their minds. Any accurate information relevant to the crisis could help them settle doubts and make things a lot easier to comprehend.

You might have spent hours trying to understand your audience in the past. Now is the time to put that research and intelligence to good use and help them with the challenges they are facing. New pain points have surfaced in light of recent events. Find out how you can be a part of that conversation—and maybe even offer your help.

But how do I say what I want to say?

Good question.

You might want to hit pause on your scheduled posts. After all, we find ourselves in a new situation and what you were planning to post last month might not be relevant anymore. Also, consider putting a lid on snark and humor for now.

We’re not asking you to lose your originality or anything, but it’s important to show empathy. Be considerate of your tone of voice and the way you convey your message. Using humor in your message might seem harmless to you now but bear in mind that the severity of the outbreak is different across the globe. Some will have this closer to their hearts than others.

Rethink the way you are promoting your product.

If you are a customer-facing brand, maybe highlight creative ways to use your product in times of working remotely, homeschooling your kids, or just passing time. Start thinking about how you’re going to position your brand and map out a solid content plan during the coronavirus crisis.

The aim here is to connect with your audience and spread positivity during the time of social distancing. As a brand, social media is the right place to build a strong sense of community with your audience by sharing positive comments.

Staying inactive on social comes with a price.

In Google’s new report on coronavirus, it says that sentiments have plummeted for brands that aren’t dealing with the changes and our “new normal”. Change is the only constant in the digital landscape (and although no one could have seen this coming) fans and followers still react to brands that fail to adapt quickly to the new situation.

Keep that in mind, people.

If you do go into social media hibernation, your posts probably won’t get the usual engagement once you get back to business. If you remain inactive on social for a period of time, you probably won’t show up in your followers’ feed once you start posting again. This is why it’s really important for you to keep posting and remain active on social media. If you don’t post regularly, the algorithms won’t show your content nearly as much.

The report also highlighted how Google searches for “bored” have spiked significantly in the past seven days. This just shows how people are desperately looking for ways to keep themselves occupied during the lockdown…and that just might be an opportunity for your brand.

Final thoughts.

Boredom has officially crept in. Social distancing has got us all craving connections. Businesses that are still hesitant to be active on social, now is the time for you to be out there offering support for those struggling through this trying time.

The bottom line is that every company should be communicating more, not less.

If you’re looking for ideas on what to post on social during the crisis, take a look at this article on 17 of the best coronavirus-related social media posts to fuel your inspiration.