Even before lockdown, we were deluged with online content. But between the torrent of tips on WFH (working from home) and a flood of jokes keeping spirits up, not to mention the tsunami of COVID-19 news, how do you ensure your brand message gets across in this new (ab)normal?

Before doing anything, consider your aim for any communications content, including social media.  In this challenging environment, is your aim realistic? I’m aware of targeting on Facebook by a travel agency optimistically, but also unrealistically, promoting exotic holidays. As well as being a waste of money, this undermines their brand.  Most importantly these inappropriate offers could have a huge impact on their customers’ trust, impacting not only now but also when this company can actually fulfil the bookings, just when vital for their survival.     

Many brands have long term communications strategies and plans, including social media content.  Have you checked your plan to ensure it is still relevant to your overall aim at this strange time and if it is appropriate in the current context? Only by listening and considering the current context can this be achieved effectively.

Are you using social media as a two-way communication channel? It’s when it becomes a conversation, that social media really sings. You can’t have a conversation in a vacuum. As my granny would remind me, I have two ears and one mouth. Try to use them in that proportion. Listening to audiences, what they are interested in and the current mood provides a useful and accurate context for any content.

From #ClapforTheNHS to the local support groups of volunteers springing up, community spirit has never been more tangible. Whether despite or because of social distancing, genuine community support is becoming increasingly important.  Many businesses have already grasped this and are helping enormously.   While this should be done sensitively, most people would be keen to hear what brands are doing to support their communities at this difficult time. As well as volunteering in our communities, Perceptive has set up a LinkedIn Group, Communicating effectively during COVID-19.  We are also running a series of free best practice webinars with expert panels sharing tips to help us cope now and emerge stronger on the other side, including one later this week on how to make the most of social media and LinkedIn during lockdown.

In addition to demonstrating community spirit, social media can be used to reassure customers and potential customers you are continuing to deliver for them. A great example of this is Homes for Scotland’s continued efforts to support its members in the home building industry, in turn rightly shared on social media channels, demonstrating their efforts and impact amongst key audiences.

A huge large proportion of organisations have furloughed swathes of their workforce, hit the pause button on operations or are delivering their products or services in a different way. Your customers understandably may have other things on their mind.   But if you are still operational now or even plan to be post-lockdown, social media is a good reminder that you are still open for business in the longer term.

While not completely free, social media is a very cost effective and measurable tool worth considering, particularly when marketing budgets are decimated. With the absence of face to face contact via meetings and events, tools like LinkedIn have really come into their own.  If ever there was a time to dust off your LinkedIn profile and improve your network, it is now. But quality over quantity is key, not only to ensure resources are used productively, but also to minimise the risk of online fraud. By only connecting to those you know and choosing what information you share, you can minimise this risk.

At the moment, perhaps recruitment is the last thing on your mind.  With huge decisions and challenges, it is tempting to hunker down.  Who knows when, but we will emerge from this.  Using some time to show via social media, how you treat people and what it is like to work for your organisation, even if it is WFH, could set you apart as a real employer of choice when it really matters.

Lesley Ferguson is Communications Director at Perceptive Communicators.  To join the free best practice communications webinar on LinkedIn on Thursday 7 May, click here