For social media managers and content creators, 2020 has delivered one plot twist after another. We've faced issues that weren't on anyone's editorial calendar, which means taking that crisis comms plan off the shelf and putting it into action.
When the next major issue comes our way, social media managers must be willing to adapt and alter content at a moment’s notice. Sometimes this means pausing your regular posting cadence and reevaluating messaging to ensure it resonates and adds value — both to the conversation and your brand.
As you review previously planned content, ask yourself the following questions to determine how you should proceed in the shifting sea of tweets, likes and shares.
Once you’ve asked yourself these important questions, the next (and often much harder) step is deciding when to resume posting. While navigating the social media landscape throughout COVID-19 and the Black Lives Matter movement, here’s how our team moved forward.
We must remember that, at its core, social media is social. And when your content doesn’t positively contribute to the conversation at hand, your organization’s authenticity and effectiveness will come into question.
Never be afraid to hit the brakes on your social media strategy and invest time into truly understanding the issues of the moment — your audience will appreciate it.