Over the past year of COVID-19, lockdowns and quarantines, every aspect of life and business has changed. While people around the world struggled to adapt to quick changes in their lives, brands and marketers have had to radically change the way they communicate with their audiences. At a time when many felt isolated, social media and digital channels often became the only options for brands to connect and entertain.
With all the news around COVID-19, our usual social content just doesn’t feel relevant. Starting today, we’re using social networks to support you by sharing resources and starting new conversations about remote working and open communication to help (even a little) during this time.
– Sprout Social (@SproutSocial) March 13, 2020
Today, as access to vaccine expands, marketers face a new challenge: how to schedule the reopening? Because of the limitations and availability of vaccines at different stages in different locations, social marketers need to plan for a shift in schedules and the need to focus on a dime. If we’ve learned anything from the past year, people have many, many questions for companies – and the social is often the first place they go.
In this roundup, we’ve rounded up resources that we’ve created to help marketers cope with the COVID-19 pandemic, including how to communicate and plan your reopening strategy. You can use these resources to prepare for ongoing adaptations to the new normal businesses and communities.
Resources for planning your reopening
Prepare your reopening social strategy
The world is starting to open up and people want to feel safe and secure when shopping in person. Follow these steps for a smooth reopening of business and strong customer support.
Think about what works and plan for the future
This checklist can be used anytime you want to downsize and critically review your social strategy. Use this time to plan for the future as you prepare to reopen your brand.
Create a strategy for building long-term loyalty and connection
One of the biggest takeaways from 2020 was the ability of social media to keep doors open (figuratively) during a crisis. This guide will help you think long-term as you develop a social media strategy for community and connection.
Stay agile as the situation continues to change
Even in a pandemic-free world, things change and companies are brought to their knees – and social teams are at the forefront to communicate and respond to these changes. Fortunately, marketers have always been adaptable. Here is advice to help you stay agile, manage change, and take a new direction when your priorities shift.
During the reopening, local plans and restrictions will vary and the coronavirus is still a very real threat. The resources in the following sections provide best practices for ongoing communication during a crisis.
Means of communication during this crisis
How to navigate a global crisis on social media
During this crisis, people in this time of uncertainty used social contacts to reach out to others, to help them and to build meaningful relationships. Learn more about how to find the right tone to motivate and inspire your community in a crisis, and use your platform to fuel the connection.
Data: How COVID-19 Changed Social Media Engagement
We have updated the data from our annual best release time review to examine what has changed since responding to the COVID-19 pandemic. Use this information to update your strategy and get a feel for how the audience’s priorities and interests have changed.
Stay up to date with real-time data from the recommended topic from Sprout Listening
Sprout’s product team has compiled a comprehensive Coronavirus Listening Topic so you can have the conversation and understand how to contribute in the most valuable and authentic way possible. Learn more about how you can put this feature into practice.
A Closer Look: What Brands Need to Know About COVID-19
Marketers have never managed social media during a global pandemic. To better understand how businesses can add to the conversation, we analyzed Twitter messages in Sprout’s audio topic on COVID-19. We break down what the numbers reveal, give examples of brands successfully weathering the crisis, and share what marketers should consider when developing their strategies.
Key Sprout features to help your brand stay connected in an uncertain time
Sprout has several key tools for managing communications during a crisis. As social platforms become a place where critical updates about promotional messages can be exchanged, these features will allow you to quickly change your approach to content and respond to your audience’s needs.
From Crisis to Connection: How to Build a Social Media Crisis Management Strategy
The coronavirus pandemic has shown that there is no crisis management template on social media. Learn how to set up your social team with a response plan that is forward-looking and highly adaptable.
Social Media Contingency Plan: What To Do If Something Goes Wrong?
Nowadays brands have to be prepared for anything. In some cases, this can mean pausing your social marketing or shifting focus. In other cases, social media can be the best channel for communicating with customers. Learn about types of social media crises and how to change course if they arise.
Work remotely and adapt to the new normal
What are you doing now with your social strategy for 2020?
After all of your careful planning for 2020, the first quarter quickly brought a whole new way of life and a new definition of business as usual. This has challenged social marketers to spin quickly, but that doesn’t mean you have to completely drop your previous plans. We describe how marketers can reevaluate their planned campaigns and content, assess changing customer needs, and determine which parts of their strategy need to be salvaged or scrapped.
Remote Working: 5 Steps to Maintaining an Environment Where Employees Thrive
Remote working has become the new normal as companies do their part to promote social distancing. Try these 5 simple ideas to build a remote culture that fits the work style of your entire team and allows them to feel engaged and productive.
Screen sharing tips and best practices for remote teams
Regardless of whether you’ve worked remotely before or not, instead of just relying on emails, you won’t lose out on meeting with your team or clients. Knowing that you are sharing your computer screen in front of others can be nerve wracking for the first time. That’s why we’ve compiled a list of tips and best practices for screen sharing that will help you communicate safely and effectively with your business or customers.
Take care of yourself as a social marketer
Fighting burnout as a social media manager
The demands of working in an “always-on” industry make the social media burnout a real challenge for the people on the front lines. In this article, you’ll learn how to identify burnout and balance self-care with customer care, using tips from Red Hat’s Leigh Morrison.
Manage your sanity while working on social media
While many of us have become more and more onto social media lately, few people experience everything from customer complaints to racist and sexist comments to direct death threats like social media managers do. For social media managers, treating your mental health is not just about maintaining productivity in the workplace, it’s also about protecting your health as well as overall health and wellbeing.
We are optimistic about how social networks will help us all stay connected and cope with the ongoing changes we face – both as individuals and as marketers.
When planning a future of digital transformation, you need easy-to-use tools that will grow with your strategy and team. To learn more about how Sprout Social’s powerful social media management platform can help, request a demo from one of our team members today.