1We're open during COVID-19, should we still post something on social media?
Yes, businesses should communicate with their customers if they are open during the COVID-19 situation. As more information and guidelines are set out by the provincial and federal governments, make sure to update customers when news directly effects your business (i.e gathering limits, travel advisories, opening hours)
2We're closed currently for COVID-19, should we be posting on social media?
Yes, businesses should communicate with their customers if they are closing due to the COVID-19 situation. Try to be as transparent as possible with customers and reassure them when it is safe to do so you will be continuing operations. As more information and guidelines are set out by the provincial and federal governments, make sure to update customers when news directly effects your business (i.e gathering limits, travel advisories, opening hours)
3What information should I include in my press release?
In your press release you should include: Headline, Contact Info, and 1 to 2 paragraphs with pertinent details (i.e. steps being taken by your organization to ensure employee and customer safety, hours of operation, etc) Try to be as transparent as possible with customers and include a link to your landing page with all COVID-19 related information (f you have one).
4How do I create a landing page for my website to have all the pertinent details, related to my brand and COVID-19
Your current website likely has the capabilities to have a landing page. This could be something as simple as a blog page. This article we found discusses 3rd party options for creating landing pages
https://www.ventureharbour.com/best-landing-page-builders/
5How do I take advantage of COVID-19 to increase my sales?
Twitter shared a great article on this subject matter- we agree. Brands should not be trying to capitalize by linking themselves to a health scare. Instead, look for ways to help your customers.
https://blog.twitter.com/en_us/topics/company/2020/Brand-communications-in-time-of-crisis.html
6How often should I be posting?
It is important to continue posting on social media but be mindful of the content you are posting. Don't forget to keep engaged with the community. Consider sharing posts from other small businesses or connecting with your customers through livestreams. Above everything, make sure to be responsive to all questions or concerns from your customers. Transparency is key.
7How should businesses respond publicly to comments on social media posts?
It's important for businesses to respond to comments. Try moving the conversation non-publicly "We understand your frustration during this time. It is a challenging time for everyone. Please message us to discuss further" Don't leave them unanswered.
8How important is imagery chosen during this time?
Pick appropriate imagery and visuals that are simple and won't cause panic.
For example, Hersey's switched out the creative on an ad campaign that showcased people handing chocolate bars to one another.
9How important is tone and staying positive during these situations?
Brands should re-evaluate their tone depending on the context. Right now might not be the best time to be snarky or sarcastic, while empathy, understanding, and even certain types of humour may go a long way.
10As someone on a small team, wearing many hats in my role, how do I prioritize different comms initiatives?
Decide among your team what the main priorities are and focus on those. That may be having your Facebook page as a central source of information and directing all other channels to that.