{"id":50367,"date":"2020-05-11T18:18:00","date_gmt":"2022-10-18T18:18:59","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50367"},"modified":"2022-11-02T02:39:02","modified_gmt":"2022-11-02T09:39:02","slug":"twitter-shares-5-best-practices-for-social-media-in-a-crisis","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/twitter-shares-5-best-practices-for-social-media-in-a-crisis\/","title":{"rendered":"Twitter Shares 5 Best Practices For Social Media In A Crisis"},"content":{"rendered":"\n<p><i>Now, over a month into the COVID-19 crisis, brands across the world are getting more involved in these important conversations. But it can be tough to know how to engage. We\u2019ve seen many brands do it right. Here are five best practices we\u2019ve learned so far:<\/i><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-rethink-your-voice-in-context\">1. Rethink your voice in context<\/h2>\n\n\n\n<p>Some brands are straightforward and professional on social media. Others are irreverent and playfully sarcastic. Whatever your brand voice may be, it\u2019s important to reevaluate your tone during times of crisis.<\/p>\n\n\n\n<p>When the world is in turmoil, striking the right tone is key \u2013 you don&#8217;t want to sound stuffy or uncaring, but a step too far in the other direction can come off as insensitive. Consider your audience, the cultural moment and your place in it. Then, adapt your brand\u2019s voice and tone to fit the context.&nbsp;<\/p>\n\n\n\n<p>Empathy and humanity are critical when communicating on social media during uncertain times. Speak in ways that are considerate of the different situations people could face.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-provide-value-to-your-audience\">2. Provide value to your audience<\/h2>\n\n\n\n<p>Don\u2019t lose sight of your brand\u2019s essential purpose, even as you adapt your voice to different situations. Many of your followers may look to you for relief from the news they\u2019ve been refreshing for weeks now.&nbsp;<a href=\"https:\/\/marketing.twitter.com\/na\/en\/insights\/twitter-covid19-advertising-policy\" target=\"_blank\" rel=\"noopener\">Twitter studies<\/a>&nbsp;show people actually want to hear from brands while we all navigate these tough times. We found:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li> 64% of respondents said brands should continue advertising products as normal. <\/li><li> 52% agreed that seeing\/hearing ads gives them a sense of normality. <\/li><li> 77% agreed they feel more positively about brands making an effort to support society at the moment. <\/li><li> Just 7% of respondents said brands should continue using their normal brand tone of voice. <\/li><\/ul>\n\n\n\n<p>Identify the core value you provide to followers and keep communicating that. Your brand\u2019s core value on social media may not even be your product \u2013 instead, it might be informational updates or pure entertainment.<\/p>\n\n\n\n<p>A global crisis is not a marketing opportunity, but brands don&#8217;t need to stop communicating. As long as you present content in ways that are sensitive to the current moment and help your followers in some way, marketing is not off-limits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-take-your-social-strategy-day-by-day\">3. Take your social strategy day-by-day<\/h2>\n\n\n\n<p>At the beginning of a crisis, it\u2019s common for brands to develop a new strategy and stick to it. But as a crisis goes on, major changes can occur day-by-day, as we\u2019ve seen with the coronavirus.<\/p>\n\n\n\n<p>It\u2019s essential for your brand to continue adapting messaging as the crisis evolves. Content about social distancing and hand sanitiser may have played well in the first week of the COVID-19 pandemic, but may not come across as well six weeks later.<\/p>\n\n\n\n<p>Now is not the time for a set-in-stone editorial calendar. You never know what might happen tomorrow, so take your social strategy day-by-day.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-use-search-and-polls-to-listen-to-your-community\">4. Use search and polls to listen to your community<\/h2>\n\n\n\n<p>To find out what your community needs, just listen. It\u2019s vital for you to know what your followers are talking about and how conversations about your brand evolve.<\/p>\n\n\n\n<p>On Twitter, you can use the search bar to look up people, hashtags, and keywords \u2013 or use the Explore tab to see live updates tailored to your&nbsp;favourite&nbsp;topics. To keep up with key followers and topics, create lists of accounts and keywords, and track conversations. You can also level up your social listening with tools like Tweetdeck.<\/p>\n\n\n\n<p>To go beyond guesswork, engage your audience directly by Tweeting questions and polls. Listening is a circular process and a never-ending commitment. Keep adapting as you learn more from your audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-consult-external-partners\">5. Consult external partners<\/h2>\n\n\n\n<p>Too much groupthink can be dangerous, especially in times of uncertainty. When everyone is working from the same perspective, potential missteps are often overlooked. That\u2019s why it\u2019s important to engage external partners when strategising for social media during a crisis.<\/p>\n\n\n\n<p>Whether you rope in an agency partner or run your Tweets by family and friends, outside perspectives can raise a red flag when you\u2019re not quite hitting the mark. Taking a few minutes to get outside the usual echo chamber can help you come up with clever new messaging that will resonate with followers.<\/p>\n\n\n\n<p>Even in times of crisis, don&#8217;t shy away from voicing your brand\u2019s perspective. We all deserve to share our thoughts \u2013 brands included. Your posts might brighten someone\u2019s day, offer much-needed well-wishes, or help publicise vital information in trying times. As long as content is authentic to your brand, appropriate for your audience, and valuable to the world-at-large, there\u2019s no need to stop sharing.<\/p>\n\n\n\n<p>For more advice and expert how-tos for leading your businesses or team through COVID-19, check out the&nbsp;<a href=\"https:\/\/www.salesforce.com\/au\/blog\/category\/leading-through-change.html\" target=\"_blank\" rel=\"noopener\">\u2018Leading through Change\u2019 series.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.salesforce.com\/au\/blog\/category\/leading-through-change.html\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/LTC_BLOG_BANNER-7.jpg?strip=all&#038;quality=95\" alt=\"Helping business manage in crisis\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>On social media, anyone can see what&#8217;s happening in the world, anytime, and join global conversations on any topic. And in times of crisis, people feel the need to connect more than ever. <\/p>\n","protected":false},"author":1,"featured_media":50369,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"bcb53fe78af14833a1f648dcc358d3f8","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2482,2487,2587,2586],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-engagement","sf_topic-leading-through-change","sf_topic-social-media","sf_topic-social-media-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Twitter Shares 5 Best Practices For Social Media In A Crisis | Salesforce<\/title>\n<meta name=\"description\" content=\"On social media, anyone can see what&#039;s happening in the world, anytime, and join global conversations on any topic. 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