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Social Media Usage Is Hitting Record Levels Due To COVID-19
March 24, 2020
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What we’re going through is not natural.
We’re built for human interaction. People long for conversation. So the next best place for connectivity is on social platforms.
And while people want to hear from brands they know and trust – it doesn’t mean they will instinctively turn to us. Their day-to-day has been disrupted – we may be the last thing they are thinking about.
So how do we get ahead of distraction and potential listening behavior shifts?
One way to play offense is to be more memorable in the social space – leading with empathy.
It starts with the following five steps.
Calm Anxiety
Make it a priority to share positive stories and uplift the audience. Focus their thoughts on calming habits – share their calming habits. (This could also turn into something really funny with edgier brands.)
Country artist, Bonn E Maiy, offered her habit and everyone loved “breathing along.”
Be Useful
Social media is personal.
Center on the emotional triggers content needs to generate reaction and resonate.
Remind Everyone They’re Not Alone
Now more than ever, our content must elevate the essence of why we matter.
Shellie Hart & Heather Lee, KRWM (Warm 106.9)/Seattle, began “Social Breaks” during Shellie’s show to give the community a fun distraction while working from home.
And more importantly – they acknowledge everyone by name knowing it could be the only time during the day the audience actually hears someone say their name. That’s powerful.
Consistently Reestablish Commitment to Community & Connection
Radio knows how to do this the best – so let us not overlook it.
(And we don’t have to go out to do this.)
WSB-FM/Atlanta gathers all the good within the community and showcases the stories on social and on its app. Which by the way – they have done a remarkable job keeping us here in Atlanta informed. How are you using your app?
Lead With Empathy In All We Do
Don’t let one person go unacknowledged. Showcase everyone. Bring people together.
Isolation is challenging. Social distancing is removing a large part of interaction that’s needed in our daily lives.
Remind folks they’re still part of a community where people have their back.
We should also be working with advertising partners to continue to advertise during this time. Work with them on messaging; it’s not about sales right now but building and reinforcing relationships.
This is time to shine.
Let empathy & relatability drive content.
People remember who helped them through uncertain times.
Let me know how I can help. -Lori
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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