The pandemic has changed the way we work and communicate with one another. Some industries have been working from home, others are deemed essential, and everyone is spending more time on social media. Add on nationwide protests and constant coronavirus updates and we are more tethered to our screens than ever before. Engaging with your audience is critical during these unprecedented times.
YES, YOUR AUDIENCE IS ON SOCIAL MEDIAAn average of 80% of people follow at least one business on Instagram, and 60% discover new products while scrolling through the platform. On Facebook, one-third of users engage with brands regularly. Because of this, at least 80% of business owners just like you are using platforms like Facebook, LinkedIn, Twitter, and Instagram for marketing and building communities.
LISTEN AND RESPOND TO YOUR AUDIENCEBefore you post to social media, it’s vital to understand your audience’s needs and focus on sharing relevant content. Right now, your customers are dealing with a health crisis, an unstable economy, racial injustice, and protests. Your messaging should confirm that your business is listening, taking action, while validating your customer’s experience. Building empathy, community, and trust should be a top priority. Social listening provides a better view of what your audience is talking about and what kind of information they need from you. Research and monitor the hashtags and keywords your customers are using on each platform and create corresponding content. If your online audience is attending protests, you might consider posting helpful content that illustrates how they can stay safe while marching. Or, share links on how to support Black-owned businesses. If your company makes a charitable donation, share this information on your platform, and encourage audience members to contribute as well. Another example, if your company has moved its business online as opposed to the office, be sure to let your audience know how they can best reach you and mitigate stress caused by the transition. Likewise, if your company is bringing employees back to the office, let your audience know how you are ensuring everyone’s safety by sharing your return-to-work best practices on social media.
WE ARE LIVING IN A SOCIAL MEDIA-CENTRIC ERAWe wake up to buzzing notifications and go to bed thinking about what we’ll post tomorrow.
Social media is a game, and everyone is playing.If you’re looking to grow your business, build an online community, or survive in the marketplace, your marketing assets should extend across multiple social media platforms. It all goes back to connecting with your target audience where they are—and these days, that’s online.