How to Communicate Ethically on Social Media During COVID-19

Businesses are navigating uncharted territory as recommendations for the COVID-19 pandemic rapidly evolve. With that, business leaders may be feeling pressured to communicate immediately with stakeholders to help lower uncertainty and build community online. That said, social media messaging should continue to be developed with an ethical lens that reflects company values.

Ignore your audience's needs and you can quickly lose patronage from loyal supporters if your social media posts are tone-deaf or show a disregard for public safety. Here are six recommendations for communicating on social platforms in the midst of the COVID-19 crisis.

Acknowledge stakeholder
concerns.

Don’t ignore that COVID-19 is sparking difficult situations for many people in your world, depending on their risk factors. This is a time to acknowledge and validate that health concerns can bring up a variety of feelings for those connected to your work. By showing empathy through social communication, you are reminding them that you care about their well-being, not just their business.

Seek to add value, not capitalize
on the crisis.

No matter how concerned you may be about your bottom line, this is not the time for aggressive selling. You have the unique ability to serve as a resource in light of the circumstances. If you can add value and provide helpful information due to your position or expertise, that will deeply resonate with others who are seeking support.

Be sensitive to the experiences
people are navigating.

Refrain from making assumptions about your audience. For example, people in your network may not have an ability to access online ordering services, even though you are offering them. Be sure to think about the complex choices others may be navigating and meet them where they are. If you don’t know, ask.

Reaffirm your values and intention behind your services.

Have you demonstrated that you believe in investing in your local community? Remind your audience that the core of what your business is founded on hasn’t changed, although our external environment is rapidly evolving. Show that your integrity is at the center of your operations, no matter what happens.

Foster dialogic communication and be responsive.

Check DMs and private messages and respond to comments in a timely fashion. Use social media channels as a way to build community. Offer videos and shareable graphics or go live and do a Q&A with your followers. Good listening skills are invaluable and even if you don’t have an answer, you can reassure those you’re speaking with that they’ve been heard.

Above, all. Be authentic.

Whether the tone or imagery included in your post is meant to bring some brevity to a tough situation or serve as informational, ensure authenticity is the focus on what you are sharing. Authenticity means staying true to your values and beliefs, which should remain intact in the face of chaos.

We can make others feel less isolated by using social media as a tool to build community online. As you connect with and support others during this difficult time, remember to also take care of yourself and be well.

WordSpark Digital Consulting is ready to connect with social impact clients to execute an effective digital marketing strategy and deepen their connection with relevant audiences and drive leads. Interested in collaborating? Let’s connect.