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Social Media Insights for Communicators During a Crisis

By Kaitlin Funaro and Amber Hubert with insights from the RALLY Team

Now, more than ever, we are saying, Now, more than ever.

Social media has long since evolved from a platform for sharing cat videos and what’s on the dinner table to a virtual forum people turn to for anything from news headlines to human interest stories to updates from family and friends. Advertisers and brands know where to find you but during a global pandemic, many are wondering what to say and others are simply missing the mark by sharing tone-deaf content.

Users are turning to social media for distraction as well as information. So, what should you be posting during a crisis? Among the flurry of content, what makes posts stand out? Does it overwhelm audiences if posts are all issue awareness focused?

Here are RALLY’s insights for how best to shift your tone and content on social media during this unpreceded time.

1. People are looking for authentic, human connection. Audiences are being drawn to content that exhibits authenticity. Portraying the client’s voice in a way that is genuine and sincere is essential in forging a connection with individuals.
2. Content should be rooted in community and resilience. Posts that support frontline organizations and community efforts tend to have stronger performances than general news updates. People are looking for assurance that we are in this together and that we can get through this together. Sharing other group’s work and victories best communicates the sense of solidarity audiences are looking for.
3. Navigating paid advertisements is tricky. Promotion of generic posts is unlikely to perform well. Moreover, many paid advertisements are using similar language to uplift their issues thereby requiring a greater demonstration of uniqueness for posts to be well received. Now may be an opportunity to leverage insider audiences with more specific and engaging posts versus general awareness posts for paid promotion.
4. Positivity trumps negativity. The ubiquity of negative news makes messages of positivity much more powerful in connecting with audiences. Feel-good stories and triumphs reaffirm the sense of hope that people are holding to. Calls to action are more compelling to people when they can see the positive outcomes that could come from those efforts.

That’s it for today’s insights on social media. Check out our posts on earned media, messaging, and digital engagement here and stay tuned for more.

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Thank you to our clients and partners who are on the frontlines supporting the communities most affected right now.

RALLY is an issue-driven communications firm | Certified force for good by B Corporation

Our team consists of experts in political, media, and digital strategy. Get inside our brain: click here to sign up for the official newsletter. Learn more at wearerally.com.