6 Coronavirus Social Media Tips
Coronavirus. It’s pretty much the only thing anyone is talking about online. The virus has, in the social media sense, gone viral.
Social media managers may very well be on the frontlines of digital conversations regarding coronavirus. If you’ve ever perused a Facebook comment thread regarding the pandemic, you know that such conversation can get a little dicey. Personal attacks, political debates, and (somehow) even religious arguments tend to surface, and may even dominate the online discussion. Moderating all of that can present quite the crisis communications dilemma.
Social Media Tips During the COVID-19 Pandemic
If you are managing an organization’s social media channels during the pandemic, here are a few social media tips:
DON’T just let the scheduled posts roll. Reevaluate previously scheduled content for relevance and sensitivity. Consider creating new social media content that’s in-line with current events. Positive, uplifting content that inspires hope and unity is evergreen.
DO NOT post coronavirus themed memes or jokes. It’s not funny, and such insensitive content can reflect very poorly on the brand who's content you are curating. Also, keep the tone in mind when it comes to writing copy and producing videos and ditch sarcasm for the moment.
IF you post about coronavirus, check your sources (you should be doing this anyway…) to make sure the information is accurate and reliable. The best source for pandemic-related content in the US is the Center for Disease Control (CDC).
Prepare for social media followers’ online behavior to change, as more and more people are at home, and many in-person events have been canceled. Optimal posting times for your organization’s accounts may change, along with social media engagement rates. Expect the unexpected when it comes to pandemics and social media.
Remain engaged with social media followers through post comments; however, if asked pandemic-related questions, DO NOT provide unqualified answers off the cuff. Instead, suggest the commenter reference the CDC’s latest recommendations at www.cdc.gov/coronavirus/
Identify ways that your organization can use its social media reach to support the community during the pandemic. Examples include an art studio offering free art classes via Facebook Live for school children, a nonprofit sharing free meal-delivery services, and a restaurant chef streaming easy-to-make recipes on YouTube for those practicing social distancing or in self-isolation. Consider hosting a virtual event that provides educational content for social media audiences. If you need assistance in planning and hosting a virtual event, check out our blog post on virtual event planning.
Experts tell us coronavirus will be here for a while, which means our communities will remain acutely affected throughout the crisis. It’s important for organizations with social media reach to consider the potential impacts of their content during this time, and consistently evaluate content in light of recent developments. With great reach on social media comes great responsibility. Evaluate, research, and post judiciously.