How to Tackle Social Media in the Time of Coronavirus & Times of Unrest
Human behavior is shifting towards online and digital as we social distance and slowly open our economies, carefully, to slow the spread of COVID-19. People are staying inside, working remotely, and as a result, the in-person events, gatherings, and other celebrations that so many of us have counted on to build our communities are changing. Nonprofits, libraries, and organizations across the globe are asking: How can we continue to post on social media about changes occuring due to the pandemic? How can we stay focused on mission-related content while still addressing COVID-19 and current events and unrest? How do we as communicators start thinking about the best ways to get our message across and to connect with our followers in a different way, in this new environment? We'll tackle all of these questions and more, and you'll be on your way to creating a crisis-proof social media strategy to guide your organization in years to come. Bio: Julia Campbell is nonprofit consultant and speaker, focused on digital storytelling, social media marketing, and online fundraising. She is the author of two books, a mom of two kids, and a Returned Peace Corps Volunteer. Her passion is to get organizations and change makers to stop spinning their wheels and start getting real results using digital tools. Julia wrote her book Storytelling in the Digital Age: A Guide for Nonprofits as a roadmap for social change agents who want to build movements using engaging digital storytelling techniques. Her second book, How to Build and Mobilize a Social Media Community for Your Nonprofit, was published this year. You can check out her thoughts and ideas at www.jcsocialmarketing.com/blog.
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How to Tackle Social Media in the Time of Coronavirus & Times of Unrest
- 1. HOW TO TACKLE SOCIAL MEDIA IN THE TIME OF CORONAVIRUS & TIMES OF UNREST Julia Campbell www.jcsocialmarketing.co m
- 2. WHO IS JULIA CAMPBELL? Returned Peace Corps Volunteer, Senegal 2000- 2002 Mom of 2 Author of Storytelling in the Digital Age: A Guide for Nonprofits and How to Build and Mobilize a Social Media Community for Your Nonprofit in 90 Days Former one-woman Development Director/Marketing Director/Kitchen Sink Coordinator WWW.JCSOCIALMARKETING.COM
- 3. Organizatio ns across the globe are asking: • How can we continue to post on social media about changes occurring due to the coronavirus pandemic? • How can we stay focused on mission- related content while still addressing COVID-19, current events, and unrest? • What's too much, too little, insensitive? • How do we as communicators start thinking about the best ways to get our message across and to connect with our followers in a new way, in this new environment? www.JCSocialMarketing.com
- 4. HOW ARE WE FEELING TODAY? GO TO WWW.MENTI.C OM AND USE THE CODE 48 55 98 WWW.JCSOCIALMARKETING.COM
- 5. “NORMAL” NO LONGER EXISTS. WWW.JCSOCIALMARKETING.COM We are at a reflection point… What is the NEXT normal that we want to create for our communities?
- 6. IF YOU ARE FEELING OVERWHELME D:Take some time. Listen and read. See what your community, your audience, your supporters are saying. Embrace being uncomfortable. Be willing to fumble and to improve. WWW.JCSOCIALMARKETING.COM
- 7. SO WHAT DO WE DO NOW? HOW DO WE COMMUNICATE EFFECTIVELY? WWW.JCSOCIALMARKETING.COM
- 8. THE 3 CS OF COMMUNICATION RIGHT NOW Communicate clearly. Don’t bury the lede. 1 Communicate concisely. No unnecessary information. 2 Communicate compassionately. Express genuine care for your audience. 3 WWW.JCSOCIALMARKETING.COM
- 10. ELEVATE TRUSTED OUTSIDE RESOURCES Signal Boost: Latest COVID-19 information from the CDC + NIH + Find your Local Health Department Re-Sharing/Retweets of Local Government, CDC, and NIH COVID19 messages Posting links to NIH and CDC COVID19 resources prominently on your org’s homepage Sending an email directing your audience to Local Government, CDC, and NIH COV19 resources WWW.JCSOCIALMARKETING.COM
- 11. FOCUS ON COLLABORATION Communicators for Women Religious had a members- only webinar to discuss communications in the age of coronavirus. Even on short notice, they got about a quarter of their membership on the call. The national organization asked individual members for ideas. Created a PDF – Communicating During the Coronavirus Pandemic Published a blog post – A Call to Spiritual Bonding: LCWR Responds to the Global Health Crisis WWW.JCSOCIALMARKETING.COM
- 13. MUSEUM SOCIAL MEDIA MANAGERS GROUP WWW.JCSOCIALMARKETING.COM
- 14. WHAT SHOULD OUR SOCIAL FEED LOOK LIKE? “We just posted our official statement to all channels. We’re closed for two weeks at the very least. All programs and conferences have been cancelled or postponed. My question for now is what should our social media feed look like? We don’t want to add any COVID-19 content because we’re not the news or health care officials. Do we recycle old content? I don’t want to waste our new stuff if it’s going to be lost in the noise for a while.” WWW.JCSOCIALMARKETING.COM
- 15. HOW MUCH IS TOO MUCH? “Is there a danger in posting too much on Facebook and Instagram right now? I feel a need to regularly communicate with our participants/donors right now during the coronavirus crisis - providing them with resourceful links, but also positive messages of encouragement. The leadership team thinks we need to ‘space things out’. I disagree.” WWW.JCSOCIALMARKETING.COM
- 29. LIVESTREA MING PLATFORM S Twitch – world’s largest live streaming platform Facebook – go live from a Page, Group, or Profile Instagram – go live from any account Twitter – go live from any account Periscope – platform that syncs with Twitter to go live YouTube – go live from any account Streamyard – https://streamyard.com/pricing Be.live – https://belive.tv/packages Zoom – https://www.techsoup.org/zoom WWW.JCSOCIALMARKETING.COM
- 30. HOW DO WE CHOOSE? Where do you feel most comfortable? Where is your audience? Do you want to stream to multiple social media channels, or just one? WWW.JCSOCIALMARKETING.COM
- 31. WHAT WILL WE TALK ABOUT? WWW.JCSOCIALMARKETING.COM Share a story, an anecdote, a mission moment. Do a live Q&A with your ED. Go live “backstage” from virtual or in-person events. Show the behind-the- scenes of the program. Share an announcement or milestone. Comment on current events and topical news – what’s important, what do we need to know?
- 36. WHAT WILL YOUR AUDIENCE VALUE? WWW.JCSOCIALMARKETING.COM
- 42. DOUBLE DOWN ON YOUTUBE YouTube is the #2 search engine in the world. People are searching for topics they want to learn more about. Take all existing video content and put it on your nonprofit YouTube channel. Schedule time to check all your titles, captions, and tags. Improve and update your channel art and play lists. WWW.JCSOCIALMARKETING.COM
- 44. BE PROACTIVE – NOT JUST REACTIVE. Now is not the time to let people forget that your organization exists. Now is the time to show people how effectively you stand for your mission and your community – both when your physical doors are open and when they are closed. WWW.JCSOCIALMARKETING.COM