In many areas of the world, most businesses have closed their doors aside from pharmacies, supermarkets and other essential companies. With the lack of air and road traffic, reduction on factory productivity for lack of workers, canceled events and more, this offers the world what can be seen as probably the only positive side of the Covid-19 pandemic — the impact on carbon emissions.
It all began with the drastic reduction of gas emissions in our largest industrial country — China. Now, the trend continues throughout other regions as countries one-by-one take action to shut down activity in a panic to stop the spread of the virus. Unfortunately, while the current effect of the virus on our environment offers our atmosphere much-needed relief, history only proves that it will only be a short-term break.
As the owner of a social media agency I spend 15–20 hours a day looking at social media feeds, analyzing data, and making strategic decisions for my clients relating to their brand and social media. We are admins on over 200 social company pages and manage at least 50–60 Linkedin profiles for senior C-suite level executives. And, here is what I am seeing and my advice for what is happening right now on social media, what it means for you and how to continue using it in times of pandemic.
On company profiles: Companies have really pulled back and are either: Trying to post content directly related to COVID-19, tying their products into the pandemic, or only posting educational content. An admirable trend is companies offering their services for free or at huge discount, like this one from NICE, to move contact center agents home within 48 hours and for free:
Voice of the People: Employees and individuals are taking a real stand and shining here, speaking up, having a voice and showing they care. Some are sharing their best practices and tips, many are showing empathy, some are crying out for arms to get large organizations to help financially. Whatever they are doing, it is loud and proud and about time.
Promoted Content: Whereas once my LinkedIn feed was 20 articles/1 promoted item, it is now 5 articles/1 promoted item. I guess all those unspent $$ from loss of travel and ability to attend and market at events has been shifted to promoted content. What this means for you is that you need to speak to an expert about how to maximize the ROI from your paid content. I reached out to Yoel Israel from Wadi Digital and asked him a few poignant questions for you and here’s what he had to say:
Bottom line is that paid campaigns to get out there and reach audiences you cannot reach because we are all stuck at home will become more and more relevant in the coming months. For businesses, it is smart to get professional about it, for those stuck at home out of work — quickly start self-learning there is a shortage of good PPC and lead-gen workers out there and I am sure agencies will snap you up for remote work. Also for e-commerce as more and more people are trying to sell online today, this is an essential skill to have. You can sit at home and make money on drop-ship, and as an affiliate sales person. Although note that right now even Amazon are cutting back, so don’t expect to be making money right away, rather use this time to become a top digital sales person. Here is a great resource for self-learning PPC: https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin
Humor: Not everything right now is doom and gloom — many people are effectively using humor to pass through this unprecedented time, you can also do it as a brand. It is OK if done tastefully. Look at this great video posted by Lightricks:
Cadence: There is no need to stop social media, or even necessarily to pull back, rather just make sure that the following rules apply to any piece that is posted:
Feel free to share your experiences below in the comments or ask me any questions: