How To Be Social When You Are Not In The Mood
It is hard to keep business momentum and positivity going especially in a time of crisis. However, history has shown that this is exactly when you need to be social. It is more important than ever. So how can you be social when the panic sets in?
How To Be Social When You Are Not In The Mood
Social Media Executive
Friday 12th June 2020
It is hard to keep business momentum and positivity going especially in a time of crisis. However, history has shown that this is exactly when you need to be social. It is more important than ever. So how can you be social when the panic sets in?
We know to keep a safe distance from one another and there are times when you would see a family member on their smartphone and think, ‘aren’t they being antisocial’, but hey... get over yourself! This is the 21st century and they said the same thing about the telephone in the last century. This is the new normal and it is the best way to stay social by keeping in touch with your friends and family.
There has been a 40% increase in social media usage during the pandemic (Statistica, 2020). With Facebook & Instagram messaging increasing by 50% (TechCrunch, 2020) and 90% of Instagram accounts following a business account (Instagram, 2020).
It is understandable to feel the need to circle the wagons and consolidate at this time, but history shows us a different way. Looking at research done on businesses during the great depression:
Results demonstrated that companies that increased their ad budgets during the recession grew sales much faster than their rivals – not only during the downturn but also beyond it.
Professor Mark Ritson of the London School of Economics.
If you can afford to spend at this time, your message gets heard and seen more, as there is less competition. The return on the investment is greater.
The real question is not ‘should you be on social’ but how can you bring value to your audience.
There are 3 key steps:
Know your target audience (note –everyone between 18 and 65 is not a target).
Target with relevant content – The cost for advertising on social has dropped by 30% but you still need to consider your message.
Test, review and respond.
Your business does not need to be quarantined. Stay social by being engaged with your customers, share updates and create brand awareness. This is the time to make your business’ voice heard. Offer real value and help, it is not a time for selling.
We have seen an impressive return on investment for clients using paid content. One reporting a 515% increase on impressions month on month and 81% on engagement. Whether you want to create organic content or paid content, the value for money and the potential reach to your audience at this time is huge.
So, how can your voice be heard on social media?
Here are some tips:
Listen to your audience and what is happening in the world. Acknowledge and be reactive in your creative for social media.
Be consistent in your posting schedule.
Engage with your customers by liking and commenting on their posts. This will create a greater engagement rate and in turn brand loyalty.
A question that we hear a lot is ‘what should we be posting on social media?’. Post content that is relevant to your customer and adds value, is creative, engaging or informative. Your audience are spending more time on social media than ever before, therefore it is more important for your business to focus your time and effort in to building a social media profile for your brand.
