Covid-19 is challenging marketers to be ready to change their strategy in a moments notice, keep up with trends and user interests and continue to draw engagement from their quarantined audience.
As I sit here, sixteen days into my unexpected introduction to working from home, I can’t help but sit here and think about how… quickly and seamlessly my team was able to set up and get back to work- and much of it has to do with social media technology. In less than 24 hours my employer moved nearly 300 of us out of the office in into our own homes. Every employee got a packet of papers, were told to plug our computers into our modems, sign-on to Microsoft Teams and Skype Business… by the end of the day we were set up to take phone calls the next morning. In fact, my biggest obstacle trying to set up at home was figuring out which room would cause the least distractions during my workday (I have art supplies in every room…. This proved to be quite the challenge).
With Covid-19 the Future is Now
Social media has evolved continuously since the very beginning and often we see technology advance at a very rapid pace. A company must approach their marketing strategy with a type of fluidity that allows for adjustments to be made quickly and seemlessly in the event of a social implication. The Covid-19 outbreak that is currently wreaking havoc on every continent, and has put life on hold as we know it, is a historical example of needing changes overnight.
As we all try to grapple with the onset of this virus, we will constantly look for answers to questions that pop in our heads. Being confined to our homes gives us plenty of time to think… and think… and think some more. We often look to the internet for reassurance to our anxiety, clarification for information a friend texts or for each new days statistics in your home state. Whatever it may be, we go online with intent to find the truth, but what about news from social media sites? These articles that have recipes for at home virus cures or a link for more information on the stimulus plan… are companies even fact checking before sharing information to users?
Further more, millions and millions of people are facing being quarantined and isolated from their family, friends and co-workers we are use to seeing every day. We need a way to socialize, laugh, work and just feel somewhat connected with these people even though we are unable to physically be there. There are a couple ways that brands are helping out, using social media, and I think these concepts will now carry on long after our lives go back to normal:
Reassuring the Public with Real News
This is the first outbreak to threaten America in which social media is the main channel for people to gather information from. This can be incredibly effective for users to engage in important conversations about the virus, but with this also comes an avenue for sensationalism and misinformation to spread. One example of how brands are working against the spread of misinformation is by providing updates and breaking news in real-time, such as I watch every day in Ohio with Governer Dewine’s daily briefings. Also, on a national level, the President and his task force have been providing live conferences to announce where we are in the fight, next steps for his team and recommendations for how to respond.
Both of these approaches help take out the need for reporters to interpet what they hear and write a story based on their own perspective. Being able to watch these briefing live and then again on social media allows for citizens to hear information right from the source and interpet the information their own way. I see this continuing on in the future for more and more brands outside of politics, this would allow for a company to offer a transparent message directly to the consumer when needed.
Virtual Social Events
Millions of people are stuck at home. Living into the social distancing being recommended by the CDC is proving to be a challenge for many. One way we have noticed social media evolving to meet the social needs of our society in a time of isolation is to allow for “virtual social gatherings”. From school choir groups, co-worker projects and meetings, favorite late night comedy shows to our news reporters, we are all using some sort of video conferencing to socialize.
A brand “Zoom” has become a household name in these past few weeks, and schools, offices, companies forced to work remotely are flocking to this platform to continue work face-to-face. The platform has found success by being easy to use, having a free version for us to use and being compatible across operating systems. The company has managed to be a step ahead in technology before Covid-19 was the threat it is now and this helped them gain the trust. It seems to be the no-brainer choice for us shell-shocked students, employees and employers around the world.
I think, as a whole, we will have many lessons to learn on how to approach life during and after this terrible outbreak. I also think brands will work to adjust their strategies to build on those lessons and find successes along the way.
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