5 Things Social Media Can Teach You About Supporting Your Community
Since a global pandemic hit us at the start of 2020, social media sites have seen a higher usage than ever — as well as a not-so-surprising 535% rise in Zoom daily traffic since February 2020.
Yet, we could argue social media sites are platforms that are used to adapt and pivot quicker than other businesses.
We all remember when Instagram started testing hiding likes.
Since people are heading to the online world more than ever more education, inspiration and motivation, both ourselves as marketers and the social networks themselves have a bigger responsibility than ever
I have seen some incredible features and resources cropping up from some of our favorite networks (and new faves alike, shoutout Pinterest).
These features have shown me what companies and brands can do today to support their communities, by just adapting their online content.
“The first rule of social media is that everything changes all the time. What won’t change is the community’s desire to network.” — Kami Huyse, CEO Zoetica Media
Create your very own resource hub
More and more brands and companies are currently creating dedicated areas for their visitors and customers to get clear support and inspiration during the pandemic.
For social inspiration, I went onto Facebook, as the platform created a full-on COVID19 information Centre, including reliable updates, health resources from recognized health organizations.
So many companies are following suit by launching a campaign, creating new products or features looking to support them pivoting during such hard times.
Always make sure you produce and share reliable information, as trust is key when interacting with your community.
This truly helps brands positioning themselves as tough leaders in their own field.
Action step: create your very own resource hub with content and updates (such as blogposts, podcasts, or guides) to support potential customers looking for help or guidance. You can also outline some products or offers you released as you pivoted your business strategy.
Create curated content to support your community
Another feature I particularly loved comes from Pinterest, which launched a brand new feature in the UK — which was introduced by Pinterest on Medium.
Pinterest has created a curated selection of ideas businesses and creators called Today.
The Today tab connects Pinners with the best ideas on Pinterest. From ideas for parents who need activities for kids to ideas for home offices or at-home workouts.
I love this idea, as it clearly taps into inspiration.
What can you create to support your community right now? When we focus too much on what we can do to pivot our products we forget that creating engaging and inspiring content is as important as educating your audience.
What can you produce to provide escapism or entertainment for your audience?
What exciting content can you add to your calendar to provide your community with ideas to pass their time and challenge themselves?
Action step: grab your content calendar and add one inspirational piece of content that is worth sharing. Think about tips, activities or little challenges.
Create a safe space for your community
Whether you are looking at your employees or your customers, you may find that your community needs more support than ever and connection is something we all crave.
A brand new product coming directly from Facebook, Workplace is a communication tool that connects everyone in your company, even if they’re working remotely.
The new “product” (you can call it resource, but I can see how Facebook will be using this as a new product for businesses) allows you to use familiar features like groups, chat, video calls and live video broadcasting to get people talking and working together, tapping into the need for structure during COVID19.
How can you create a way for your community or organisation to safely communicate? How are you planning weekly communication with your team?
Action step: look into streamlining communication by setting up a Facebook group, a Slack channel, or even a weekly live broadcast on Instagram to support your community and be of service.
Become an advocate for your community
A sticker I have been using a lot lately is the “Stay home” sticker, and I love this as it allows followers to see what users they already follow are doing to keep entertained and inspired when staying at home.
On Instagram, you can use the Stay at Home sticker and even the Thanks Health Heroes Stickers. On Facebook, you can add a frame to your profile picture.
Becoming an advocate right now and leading by example is such a powerful way to tap into social proof.
Think about the way your business can be there for others by supporting a cause close to your heart.
For example, Instagram also rolled out a new variety of donation stickers in more countries and helping people find relevant nonprofits to support.
Action step: how can you use your Instagram stories to connect with your audience and support your community?
Collaborate with your community members
Since the World Health Organisation declared the coronavirus outbreak a public health emergency in January, Instagram has taken a number of steps to help keep people informed, safe, and supported.
While we all practice physical distancing, live streaming can make personal connections happen in real-time — which is why more and more people are tapping into Facebook and Instagram Live.
With live video, your community can instantly ask questions, comment, react or just follow along, yet Instagram just went one step further.
One of the latest features launched by Instagram is co-watching.
While Co-Watching was being tested as early as April 2019, according to a Business Insider article, the current state of affairs pushed Instagram to get the feature out to users quicker.
This is the time to really
Action step: it’s truly time to add video to your strategy. Whether you are looking to host a live, get started with IGTV or simply tap into how-to videos, this is the right time to get your creative juices flowing.
Inspiration, education and motivation. This is what is coming across from this list, and this is how we should support and market our content.
I believe these features can teach us a lot about us, as marketers, can market better our brands in times like these.
To quote Gary Vaynerchuk on this:
“Legacy is greater than currency.”– Gary Vaynerchuk
My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional wordsmith. I help people grow their online audience and monetise their content and unleash their potentials as creatives.