Crises, whether in business or life in general, have an uncanny way of disrupting everything. The world is becoming a minefield of political correctness all the while humanity is being threatened by killer viruses that threaten to bring us to extinction. However, we live in the age of marketing humanism, where brands are expected to be transparent and authentic in their dealings with consumers – whether in person or on social media. This article looks at the latest global business crisis, the importance of being heard over the noise, and a few social media marketing tips to keep in mind during a crisis:
The COVID-19 crisis
The Wuhan virus of 2019 and extensive global lockdowns as a result of the ensuing pandemic have posed the most brutal challenges to businesses since the Great Depression. These are challenging economic times and political regulations governing trade are making it tough for brands to keep their doors open. Marketing budgets are being slashed and businesses are not sure how much more they can take. What brands need more than anything during a crisis is a robust network of communication channels.
Being heard over the noise
Social media has been humming with talk of COVID-19 since the start of 2020. What’s more, protests are occurring across the globe for various reasons which flood the social media landscape. In times of crisis, individuals want to hear words of comfort from the people and brands they hold dear. Authentic social media marketing is about having conversations with customers, finding out how the crisis is impacting them, and being open about how the brand sees itself progressing through the crisis.
