How to adapt your social media strategy during the COVID-19 outbreak

How to adapt your social media strategy during the COVID-19 outbreak

We know first-hand that times are tough, and everything is up in the air at the minute. However, we want to help you and your business navigate through the current coronaviru crisis.

Here are a few tips to see you through and hopefully come out of this with a stronger social media platform, better informed and healthy...


1 - Don’t ignore the outbreak

Regardless of what Ronan Keating thinks, you don’t say it best when you say nothing at all. Consumers will be straight to your socials checking for any changes to opening times, changes to your service, such as any closures, delivery issues or stock shortages etc.


2 - Don’t feed the panic

Snapchat has announced that it will bring forward the launch of its new 'Here for you' mental health resource centre, making it available to all users in response to rising anxiety around the COVID-19 pandemic.


3 - Don’t virtue signal

Virtue signalling is when your brand conspicuously expresses its values without taking actions to live by them. Today, it's not enough to tell consumers that you're aware of, and reacting to, the pandemic - everybody is. We also don't need to know that your brand is keeping your employees safe, we hope that's business as usual. It’s also worth mentioning that Facebook has expanded its ban on ads seeking to capitalise on COVID-19 fears - so don’t be that guy.


4 - Don’t follow the crowd

It’s easy to think that everyone on your mailing list cares that you care what’s happening, and of course you do. However, our inboxes are full with these types of messages. Make sure you’re only sharing the key information that your audience needs to know.


5 - Do help where you can

It’s no surprise that social media usage is going to go through the roof for the foreseeable, so why not take this opportunity to interrupt feeds with content that could make a difference. This is your chance to get creative whilst trying to put a smile on someone’s face. Social media content is never perfect so don’t overthink it, just try and do something innovative and different.

Here’s some content ideas for you: 

  • Create guides, how to’s and relevant resources.
  • Share user generated content- involve your audience.
  • Partner up with another brand! This is the perfect time to sell yourself and get your brand out there, so why not do that for another business? “You scratch my back, I'll scratch yours”.
  • Share live videos from the comfort of your own home - show your clients that there is a face to your business. Videos are more interactive and are more eye catching than plain images and text. Spice up ya life!
  • Jump on trending topics. I know that may be all we’re doing at the minute but try and think outside the box, not necessarily COVID-19.


6 - Do take new opportunities and apply for funding

Facebook has announced a new $100 million grants program to assist 30,000 SMEs, in 30 nations, supporting the communities in which Facebook and its teams operate. So, who's eligible for the funding? Well, that's not 100% clear as yet. Facebook says that it will reveal more information, and begin taking applications for the grants, in the coming weeks. Right now, interested businesses can sign-up to get more information on the program as it evolves by tapping the sign-up button on the website.


7 - Take advantage of all the free social media learning

In response to COVID-19, software companies are rolling out a growing number of free products and services, as well as free customer upgrades to more advanced tools, to help organisations cope with the consequences of the pandemic - search what software you are wanting and see if there is a free trial/ download. This is going to really benefit your business online platforms.

In order to provide further assistance, Facebook has:

  • Launched a new Business Resource Hub, which aims to provide support for all businesses affected by the coronavirus outbreak by connecting them to relevant tools and advice
  • Begun work on a new virtual training program to support businesses operating in altered conditions because of the COVID-19 lockdowns.
  • Mapped a new strategy on how it can host dedicated, virtual training sessions with businesses all over the world
  • Begun work on a new set of Facebook Blueprint materials, with a particular focus on remote work and managing remote teams


8 - Take regular breaks from social media

Just because your business is on social media, it doesn’t mean that you have to be all of the time. I don’t need to tell you that right now there’s a lot of negative media out there so make sure you take regular breaks from all of your feeds. Don’t believe everything you read in the media.

Take a look at the non-virtual world, your loved ones, your home and hopefully your good health. Go on a walk, read a book, have a bubble bath, I know it isn’t easy escaping the world of COVID-19 and your work but these small steps may just keep you sane.


Author of this COVID-19 Business Support Hub Article

Kate Johnson, Founder and social media marketing specialist at Rate Social 

Kate Johnson

Kate Johnson

Kate is the founder of Rate Social, a specialist marketing agency offering a range of social media management, advertising, consultancy and traning services to clients. 

She is passionate about social media in all its glory, and is constantly challenging its values and place in modern society.

With seven years’ marketing experience, kate has a deep-rooted understanding of how to communicate from a brand perspective.

Rate Social’s commitment to developing client relationships is at the heart of everything they do.

Its strengths lie in creating individual solutions for every business it works with. 

Serving clients of all shapes and sizes in the B2B and B2C worlds, Kate and her team deliver scroll-stopping content that informs and entertains.

How to get in touch with Kate Johnson

Vist or email to book a free 20-minute consultation to review your current content and get some actionable hints and tips.



COVID-19 Business Support Hub

These are challenging times for business and although our ethos is to only shout about good news, we've created COVID-19 Business Support Hub on the Love Business the website to support you with expert tips, advice and ideas from your fellow businesses to help you get through this COVID-19 crisis. 

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