2020 has been a year we won’t forget - and it’s still got over 3 months left! Homeschooling, physical distancing, lockdown, Joe Wicks, home baking, zoom quizzes … we all have a story to tell about our lockdown experience. But what did we learn about how to do business? And have you, as a business owner or marketer, responded to the changing needs of your customer?
For years people have depended on technology. We have relied on it for travel, to enable us to work and to communicate with others. If you think about the technology you use on a daily basis - how often do you use your mobile phone to make an actual telephone call? We use our devices to access social media and digital platforms that enable us to connect with friends, family, education and work but also for shopping, to find out information and as a means of entertainment and escape.
Just how ready were you and your business to respond to customer demand and the need for relevant information and for services and goods to be available online?
The social media platforms themselves responded quickly and launched a series of new features. Take Instagram for example, they added stickers “Stay Home”, “Support Small Business” and “Thank You” to Stories as well as “Food Order” and “Gift Card” stickers allowing businesses to integrate links to make the customer purchasing experience seamless.
Connection, and the feeling of being connected, has never been more important, and social media can help to achieve this. People turned to social media to find out the latest news and information on COVID-19 with 46% of social media users saying they used Facebook as a source to discover and access news content (11% Twitter and 4% LinkedIn). And with the average social media user spending 2 hours 22 minutes accessing social media content daily it is important now more than ever that as marketers firstly we show up and secondly that we have our messaging nailed.
So, in times of crisis how are you responding and what tools are you using to communicate with your customers? When lockdown happened did your social media also lockdown? What message does that send to your customers who are looking to you for support and information? Few, if any of us, had world health pandemic in our PESTLE analysis, but we now have the opportunity to learn how we can do better, how we can improve our communications to engage, inform and reassure our customers.
If you want to improve your social media knowledge and learn from some of the sharpest minds in social media marketing then sign up to Social Media Savvy - a virtual conference taking place 17 & 18 September where you will hear Carol St John at Twitter share best in class examples of brands using Twitter and the brands that have shown real leadership in times of crisis. Full speaker lineup and tickets from: www.socialmediasavvyni.com
1: Use of Social Platforms As A Source of News, We Are Social and Hootsuite July 2020.
2: Social Media Behaviours. We Are Social and Hootsuite July 2020.