Nowadays, social media have carved out a 'place in the sun' regardless of the communication strategy implemented by your company. It is through this channel that information is widely and rapidly disseminated: Marketing on Social Media it has become a genuine promotional tool.
But in a crisis, it's essential to know how to effectively manage your social media plan. Here are some tips to anticipate and plan your web marketing strategy.
1. Social media: what is it?
It's settled! Wanting to communicate about your brand without using social media is a real marketing strategy mistake. If you want to stimulate your audience's interest and increase your visibility, you must become a master of digital communication, and more precisely in managing social networks such as YouTube, Twitter, Facebook, Instagram, Pinterest or the more professional ones like Viadeo or LinkedIn.
To develop your online reputation and create connections, social networks are a real boon: you can interact with your target — in the public sphere — attract new prospects and quickly circulate information while broadcasting it to as many people as possible.
As a result, site traffic — and therefore its SEO — will increase significantly. Social media optimization (SMO) is therefore one of the keys to your brand's success. But beware! These advantages can quickly become drawbacks in a crisis...
Beforehand, it is essential to put in place a social media strategy rock-solid!
2. Social media crisis management strategy
Anticipate: keep your social media presence active
Your e-reputation can negatively impact your brand. To avoid these issues, you must first know how to use social networks to your advantage:
- Stay reachable via your contact channels (email, phone, address, etc.) by updating your opening hours if needed;
- Answer your subscribers' messages : it's a way to take their feedback into account and evolve with them;
- Communicate regularly through posts with hashtags relevant posts or videos. Also consider examining the reach of your posts: likes, comments, shares, etc.;
- Be present in your target's daily life: check in, incorporate their habits. Understanding your target's problems in the face of the crisis will allow you to respond better!
- Stay informed about the competition: How does your target react to the crisis? How do they communicate?
Also read: Social media: 5 steps to build a successful editorial strategy
During: personalize the relationship
Give your brand a human face by engaging with your audience on crisis-related issues. Tell your story in a way that creates closer proximity (storytelling) Why are you in this situation? How are you experiencing it?
Being authentic and intimate helps maintain bonds of trust. Stories make us want to know what happens next. Use appropriate language to hook your reader and elicit emotions. Through you, you speak about them! Make sure the reader recognizes themselves in your words or your story.
Also, it is advisable to write strong copy to highlight your brand and product and to increase your visibility. You must persuade with your words that your brand or product is "THE solution" to your audience's needs. This is the art of a good copywriter.
To write perfectly "copywritten" text, craft your hooks, use appropriate vocabulary without jargon or hyperbole. Get straight to the point and humanize the relationship!
After: take stock!
Take stock of the crisis: this will allow you to evolve your digital communication strategy.
Still with the aim of remaining "authentic" and "credible", stand out on social networks by developing a post-crisis strategy:
- Write positive content : interaction with the target, sharing feelings, taking a stand, etc.;
- Work on your visuals (humor, boldness, creativity) and your videos to convey a positive message;
- Polish your copywriting, SEO, SEM strategy to rank again on search engines;
- Reinstate a regular posting schedule. To do this, use tools such as Creator Studio, Hootsuite, Later, Buffer, etc.;
- Regularly publish stories and go live : you should focus on proximity to your audience and on your authenticity. These are the "favorites" of social networks;
- Schedule meetings with your targets : interact with them in the post-crisis period by replying to their comments and giving them attention. Social networks favor close connections, so now is the time to take advantage of that!
- Do not delete certain negative comments ;
- Choose the right hashtags, not too popular (>100000 results) and in your audience's language.
- Talk about your brand but also the surrounding world. If you have a swimwear brand, you can publish informative content about surfing, kitesurfing, etc.
Also read: Social media: 7 strategies for your e-commerce in 2022
3. Respond quickly and effectively to the crisis
A crisis It is also a test that assesses your ability to change your strategy. The more responsive you are, the more valuable your brand will become. You will support your audience throughout events and readapt to a different way of operating to get the most out of this experience.
Digital communication is never static: You must be responsive, creative, and attentive to your audience to rebuild and strengthen yourself.
Also read: Business: 6 tips for writing your social media policy
If you need help creating content for your social networks, don't hesitate to hire a qualified freelance copywriter on Redacteur.com!
