Page 12 - AeM_February_2021

BEST PRACTICES & STRATEGIES

In times of COVID-19, social media

communication must be perfectly

targeted

Most people’s lives have drastically changed due to followers what they would like to see. Conversely, you
COVID-19: everyone is talking about the will receive important feedback and give users the
coronavirus and how the next few weeks will feeling that they are being taken seriously and that their
develop, and many are rightly concerned, miss opinion is valued. The mood of the user can also be
friends and family. Hence, their use of captured by asking explicit questions and using the
smartphones, time spent on the laptop, and questioning tools and features of the platforms.
consequently the time spent on social media
platforms, continue to increase rapidly. Even more Score points with flexibility. If you feel that your
important is that social media helps to increase community is currently in a bad mood, you can act
people's well-being in times of COVID-19.
immediately with the right content. Even if it might take
Precisely for this reason, certain content should not a lot of courage to adjust your brand strategy, it is
trigger additional negative feelings in people. Instead, essential to reconsider it in times like these. Think
take your customers by the hand and consider the about what the customer needs and keep in mind that
following tips: many topics gain new relevance in the crisis. It is
Make sure you continue to communicate with the important to recognize this and to integrate it into the
community, because a constant will certainly do very communication, thereby creating a balance between
well in these trying times. If you are unsure about normality and crisis communication. For instance, plan
relevant topics and content, you can also ask your how you will bring joy into people's lives: start with a
competition that creates a positive brand experience or

12 February 2021: Conversational & Event-Triggered Marketing