Should your brand be talking about COVID-19 on social media?

COVID-19 is the topic that has dominated all conversations for several weeks now, both in our daily lives and on social media, therefore some brands have decided to join the conversation.

However, given the seriousness of the topic, due to the coronavirus, there have been serious and negative consequences for many around the world, some brands have decided not to get involved in the conversation, especially if they are not related to the topic.

It is most likely that you are also wondering whether it is a good idea for your brand to participate in the conversation around COVID-19.

Listen to your audience

Before making this decision, it is important that you listen to your audience.

Recognize what your followers are paying attention to and how they are reacting. This way, you will know if you should be part of the conversation, and if you decide to send a message or create a campaign revolving around the coronavirus, you will know how to do it without appearing opportunistic or offensive.

Your brand's stance

A second point to consider is the stance, philosophy, and image of your brand.

As we mentioned earlier, some brands do not find it appropriate to participate in the conversation related to the coronavirus, particularly in certain tones in which messages are generated.

Whether it's because of the type of audience your brand is targeting, or the brand's own personality, the little relation it may have with the situation, or even if your brand's participation is of value, you can decide whether or not to talk about COVID-19 on your social media.

If after a thorough review of the above points you have decided that your brand should address the topic on social media, ask yourself this before generating any message, statement, or campaign:

• Does our message provide answers to the questions of my audience on social media?
• Is this message likely to be judged in the future?
• Is there anything in the message that could be rude or offend my followers?

According to a study conducted by Socialbakers analyzing over 60,000 Facebook pages, the posts made by some brands have received "Love" as the main reaction, with about 8% engagement, leaving the rest of the reactions on Facebook with considerably lower percentages.

It is worth clarifying that the type of message that has received a positive reaction on this social network has been messages of encouragement or statements about taking actions to support their community in any way possible. This shows that in difficult times like the ones we are currently experiencing, the public appreciates any support that brands can provide.

Do you need a social media strategy for your brand? Schedule a consultation at Brand Industry and discover your potential.

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