July 17, 2020
1. Get personal
The COVID-19 pandemic has led to an increased struggle with mental health nationwide, as support systems have changed or dissipated. As folks are cooped up at home and facing national and personal tragedy, many look to social media for comfort and escape.
That said, now is the time for brand accounts to focus on compelling storytelling to complement those broad, impersonal corporate announcements. Some announcements are, of course, necessary as companies collaborate, evolve, hire, and change policies, but it’s important to allow room for creativity and human stories on social media.
The best way to do this is to amplify the voices and journeys of individual employees – a company is only the sum of its employees, after all. Let your colleagues tell their stories and express themselves on your platform. Otherwise, highlight people who are genuinely affected by your company – for instance, how has your solution improved the lives of individual people in the community? Beyond the bottom line, what is your mission? Show, don’t tell. Audiences want to subscribe when they see (and relate to) humanity rather than a cold, corporate entity.
2. Relate back to the real world
We’re living at the crux of a global pandemic and a civil rights movement, and consumers are now looking to brands for social justice initiatives and leadership. It’s important to use your platform intentionally and responsibly. Even if you can’t showcase a specific story, show how your company is improving the world for others in concrete ways. Genuine, mission-oriented posts go a long way in 2020.
Using a corporate platform to spread messages of support and understanding can be a powerful way to both grow an audience base and establish a more trustworthy, ethical brand image as audiences see your company making the world a better place.
3. Make your messaging crystal clear
Fear and uncertainty make it much easier to misinterpret information online, especially during the pandemic when social media users are used to seeing alarmist posts (justified or otherwise) across the internet. Keep a steady tone as to avoid stoking the fire, but avoid vague niceties that feel performative and hollow. Focus on concise, clear messaging, share interesting and important news and thought leadership in your industry, and highlight impactful personal stories. In short, establish yourself as a resource that audiences can trust and learn from.
Check out how we apply these lessons and approach a new age of social media at @AriaMarketing on Twitter and Instagram. Looking to boost your social media presence in healthcare, and wondering what to post in a pandemic? Reach out to Danielle Johns at djohns@ariamarketing.com to chat about how Aria can support.
