Guidelines for Brand Communication and Social Media During the Coronavirus Pandemic

In M Booth’s latest rendition of what’s next during the Coronavirus pandemic, the top question we are getting from brands is, “should we still be posting social content and overall, what should our consumer communications look like?”

To answer that, I’ve compiled some recommendations and insights here. Overall, we believe consumer patience for irrelevant brand messages and “empty kumbaya sentiment” is at an all-time low and there is a good deal of inbox fatigue, which makes having a real reason to communicate very important.

• Add value vs. a ‘look at me’ approach (action vs. values).
• Be helpful, make a meaningful contribution, and stay customer-centric. Communicate new developments, like special store hours for seniors, or helpful info, such as ways to access services from home.
• Don’t sell or be opportunistic. Ambulance-chasing won’t be well-received. No, that eye cream isn’t going to reduce my stress, but thank you.
• Stay in your lane. Don’t give out health advice. Leave it up to the CDC.
• Be sensitive: Scrap what no longer makes sense (for example, let’s not put out social content around hosting dinner parties) and pause content until conversations lighten up (such as sponsored influencer content).

happy reading!

Here are some of our favorite recent articles on this topic.

• Beware of Virtue-Signaling in Brand Communications About Covid-19
• Twitter Provides Examples of Positive Brand Communications Amid the COVID-19 Pandemic
• These Ads Were Meant to Be Clever. Now They Are Just Tone-Deaf.
• Why every brand you’ve ever bought something from is sending you coronavirus emails
• How Marketers and Agencies Are Trying to Strike the Right Tone in the Age of Coronavirus
• Coronavirus Emails From Companies May Not Be Calming to Customers

WHAT’S WORKING.

Here are few positive headlines from brands doing it right.

• Amazon Just Made A Bunch Of Kids’ Shows Available To Stream For Free
  With so many kids staying home because of the coronavirus pandemic, Amazon has decided to make over 40 children’s programming titles available to stream for free.
• Baked by Melissa Is Delivering Free Cupcakes to Those Who Can’t Have Birthday Parties During Coronavirus Outbreak
  The first 100 people who enter the promo code online will get a free 25-pack of mini birthday cupcakes and a party supplies kit.
• Snapchat rolls out mental health feature early due to the coronavirus
  Here For You, which will roll out in the coming months, will show safety resources from local experts when Snapchatters search for certain topics, including those related to anxiety, depression, stress, grief, suicidal thoughts, and bullying.
• A 3D printer company is creating medical face shields for doctors and nurses fighting coronavirus — here’s how it works
  One couple in a town outside of Syracuse, New York, turned their 3D-printer business into
  a manufacturing site for face shields to be used by workers at COVID-19 test sites in the county, Syracuse.com first reported.
• Levi’s Hosts Free Nightly Concerts During Self Isolation Featuring Questlove, Brett Young and More
  The iconic denim brand is giving all those who are self-isolating exactly what they need at the end of the day — a dance party.
• Airbnb announces plan to offer free housing to coronavirus responders
  As the coronavirus pandemic continues to affect people all over the globe, Airbnb has stepped up with a plan to offer free or subsidized housing to people working on the disease’s front lines, namely health care professionals, emergency workers and relief personnel.
• The World’s Most Famous Drag Queens Are Hosting a Digital Drag Festival This Weekend
  On Wednesday, Producer Entertainment Group (PEG) announced the first-ever online drag performance series: Digital Drag Fest. As it explained, “Think of it like DragCon weekend but on your computer.”
• This Sweet Italian Nonna Is Offering Virtual Pasta Making Classes From Her Home
  If you’re looking for something fun to do with your family or you just want to treat yourself to lots of carbs, how about learning to make delicious homemade pasta from scratch? Now you can, thanks to virtual cooking classes taught by a grandma in Italy.
• Neighborhood “Bear Hunts” Offer Adventure For Kids During Social Distancing
  To keep local community spirit alive, people around the world are putting stuffed toys in their windows for children to spot on “bear hunts.”
• Crocs, Allbirds, and Clove are giving free shoes to healthcare workers during the COVID-19 crisis
  While companies are scrambling to create masks and gowns, several shoe brands are donating shoes to medical professionals so they can stay comfortable as they spend long days on their feet.

We can partner with you to discuss or ideate any time. Simply email me at MargoS@mbooth.com.