If digital marketing is akin to a large tent, then social media is one of the main poles holding the tent up. For a brand in the modern day, having a good presence on social media is an absolute must. There is really no better way of fostering a close connection with the target audience than social media. As a medium, it offers marketers every type of functionality.
However, the open nature of social media can be a bane during a time of crisis like the one we’re currently in. While social media usage has gone up with people stuck in lockdown, the way to manage any given brand’s social media strategy has grown more difficult. In this article, we study how social media can be managed during a pandemic crisis.
Understand Mood of the Audience
The general opinion is that the content put out on social media during a crisis should be reassuring and soothing. This is a general opinion, as mentioned before, and not one based on the subjective requirements of a brand.
Social media execs have to understand the nature of their audience and what they want in a moment of crisis. Some segments of the audience don’t need reassurance and instead want to be given a cold hard analysis of the situation. It is up to social media execs to grasp the needs of their audience.
Do Not Reduce Post Frequency
This is not the time to pull back from social media. One noticeable trend has been big brands pulling back from social media posting due to the crisis. The truth is that the crisis has brought a greater portion of the world to social media. This means pulling back from social media is a strategic mistake no brand should think of making during the crisis.
In Conclusion
A big part of digital marketing, social media management is an essential cog in the modern marketing machine. Everyone knows the need to have a solid social media machinery. Brands spend many resources to make sure their social media involvement is a net positive in the end. However, predicting the nature and response of people on social media can be difficult at times due to its open nature. In this article, we discussed the different aspects of social media management and how it can be done during a pandemic crisis.
About the Author- Shilpa Sharma is a well-known social media expert who runs a very successful blog on the same subject. She has served as a consultant for several top brands in the field from varying sectors. Her current stint as guest trainer at DelhiCourses.in sees her working at one of the best institutes offering a digital marketing course in Delhi.
