5 Things Social Media Managers Must Do In The Age Of Coronavirus

iframe>

Any social media manager facing the new reality of COVID-19 must be realistic about social media user behavior and trends and the implications for marketing. .

In the US, many people are entering their first week of working from home. Globally, we are rapidly moving towards social distancing and facing an impasse, forcing individuals to conform to new habits and stereotypes. Uncertainty is the underlying theme. I'm not saying this to scare anyone but to begin to understand what it means to use social media effectively.

Putting myself in your shoes, I wanted to grasp the immediate first steps I would take and how to explain that to my marketing team and leadership.

Pause scheduled posts

First thing, cancel all scheduled social media posts. Take a close look at the social editorial calendar and each post. Now is not the time to send tons of webinar messages your coming , your album release or a recent blog post – especially if you don't blend in with the general conversation. News is changing rapidly. Hour by hour, a story can change. Your scheduled posts that were previously identified may fall at the wrong time. We cannot predict news cycles.

We are all currently working from home (me included).

Another reason to pause previously scheduled posts is that regular business hours will be adjusted. For those who work from home, the working day from 9 am to 5 pm will change shifts. When working from home, schedules are more flexible and changeable. You can be online at any time to reply to emails or get work done. However, many people who work from home also have children and family members at home to care for and households that have to manage during traditional working hours.

I am no exception, with three young children coming home from school and my husband reporting to his office. I prioritize the first time in the morning, 5-7am and after my kids go to bed, 8-10pm is the prime time when I can be online and focus on the needs of my clients. My day time will be split until I can arrange for help with childcare. I won't be viewing a lot of social content or engaging in ongoing conversations "during business hours," and I know I'm not alone.

Posted in real time

Pausing scheduled posts does not mean throwing them aside. Social media managers must engage with root channels and define the scope of the conversation, trending topics, and what your audience is up to. Rely on the social listening skills and tools you've developed and use insights to inform content. Then, feel free to post when you have a chance to tailor a message to fit the moment.

If you're used to scheduling content from 9 to 5, think about how people are online at different times of the day. Experiment with posting at different times of the day and give algorithms and schedules predictors of the time to catch up with this new reality. In the short term, AI won't be able to predict the best time to publish. Giving yourself time to listen before publishing allows you to make your content more relevant and post at the time when it is most likely to be seen.

Prioritize conversations over clicks

Social media begins with conversations, especially in these uncertain times. Retrain our expectations and how results on social networks appreciated to stay away from click results . Being part of the conversation, in a Facebook Group, on Twitter, or even TikTok should be a priority. Content created and shared should lead to conversation and amplification, not through conversions.

As we go through a period of uncertainty while the coronavirus spreads, business activity slows down. Budgets are tight. Consumers and businesses are starting to think more about how they spend their money. I have yet to see a client who can't stop tweeting or posting to Facebook ten times a day because of the resulting deals. Use channels you own, such as email, to personalize offers and drive conversions. Let's focus on what social media does especially well, which is fostering conversations, building community, supporting each other, telling stories, and sharing entertaining content.

Leverage your community

While social distancing, most of us will have more time. Create an alternative to Netflix indulgence and provide more educational content that supports curiosity and personal growth. As conferences scheduled for March, April, and May began to close (postponed), my requests for virtual events and webinars spiked.

Follow this trend to compile content that works together: research your employees, influencers, supporters, and biggest fans. Contact and ask them to create with you (not for you). Use groups, chats, webinars, live videos, social stories, and Reddit boards to highlight these people, their stories, and their creativity in a way that appeals to your audience yours.

Make it a habit to watch appointments

In-depth look at your editorial production schedule and content posting. At Convince & Convert, we teach our customers how to use content display strategy Television network.

With a programmatic editorial approach, you can start generating appointment-driven demand for “must-see” Content Shows. You know, the things that we're used to tuning into at a particular date and time, like Grey's Anatomy and live sports. By publishing an episode (new content) on the same day of the week in the same format, you train your audience to show up and follow up.

This could be a Twitter chat, a live video, a pre-produced video, a podcast episode, an AMA series – however, you deliver relevant, meaningful content at a specific time and place. possible, packaged in such a way that the audience your want to receive it.

Ann Handley does this with Total Annarchy , her biweekly email newsletter arrives in her inbox every Sunday. It might take a day or two for me to open and read it, but I know when it arrives and where to find it. Episode content creates an unrealistic appointment in your audience's mind to spend time and enjoy it.

While this isn't the only guide to using social media in the age of the coronavirus, it's a stepping stone to the new reality of work. Social media managers must pivot in real time to stay relevant and avoid mistakes. Keep the messages focused and based on education, inspiration or entertainment. Act now to set the weeks and months ahead.