Social media and covid-19 How to communicate during a crisis
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Last week I had the opportunity to speak in a lesson of the International Master in Marketing Management, Omnichannel and Consumer Analytics of the Politecnico di Milano. I told my point of view and my experience on the topic of how to set up a social media marketing plan at such a particular moment. Following the food for thought I think most relevant, based on the questions received by the students.
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Social media and covid-19 How to communicate during a crisis
- 1. Social media engagement at COVID times Alessandro Zonin April 2020 @alessandrozonin it.linkedin.com/in/zonin alessandrozonin.wordpress.com
- 2. Agenda The Game: Social media strategy The Arena: Social and digital media snapshot The new normal Social Media & Covid-19: How to Communicate During a Crisis Social distancing is the new normal
- 4. Social media strategy Based on business objectives: 1) Identify your audience 2) Define the content to deliver 3) Select the Social Media platforms more suitable to engage the identified audience and to deliver the content ( editorial plan )
- 6. https://medium.com/@bariccoale We are making peace with the Game, with the digital civilization: we founded it, then we started to hate it and now we are making peace with it. People, at all levels, are developing a sense of trust, custom and gratitude for digital tools that will settle on the common feeling and will never go away… Virus: the time for daring has arrived
- 8. April 2020 Social Engagement at COVID times 8 Facebook recently shared its own data https://about.fb.com/news/2020/03/keeping-our-apps-stable-during-covid-19/ In many of the countries hit hardest by the virus, total messaging has increased more than 50% over the last month. Similarly, in places hit hardest by the virus, voice and video calling have more than doubled on Messenger andWhatsApp. In Italy, specifically: • We’ve seen up to 70% more time spent across our apps since the crisis arrived in the country • Instagram and Facebook Live views doubled in a week. • We have also seen messaging increase over 50% and time in group calling (calls with three or more participants) increase by over 1,000% during the last month.
- 9. April 2020 Social Engagement at COVID times 9 TikTok appeal continues to grow amid Covid-19 crisis https://www.rte.ie/news/world/2020/0408/1129238-tiktok-appeal-continues-to-grow-amidst-covid-19-crisis/ This is TikTok's time. The social video platform which was already a favorite of teens is increasingly being used by adults looking for ways to pass the time during coronavirus lockdowns. In addition to the existing 800 million reported in January, the app is nearing a billion users. The hashtag #happyathome has seen more than 7.9 billion views.
- 10. April 2020 Social Engagement at COVID times 10 Young People Are UsingTikTokTo EaseTheir Coronavirus Fears. http://www.mtv.com/news/3160411/tiktok-coronavirus-anxiety/ States across the country have taken aggressive action to slow the spread of COVID-19, the disease caused by the novel coronavirus. Schools have closed, bars and restaurants are operating on a takeout and delivery basis, and highly impacted cities like New York and Seattle are now adjusting to a new lifestyle defined by social distancing and self-quarantine. But as young people on TikTok have quickly figured out, isolation doesn’t necessarily mean staring at a blank wall all day.
- 11. Social Media & Covid-19: How to Communicate During a Crisis
- 12. April 2020 Social Engagement at COVID times 12 What’s appropriate for my brand right now? What we are facing is unprecedent This is not a "marketing opportunity" to capitalise 1. Know your brand 2. Keep up to date with what’s happening 3. Be thoughtful about tone of voice 4. Anticipate changes in your customer’s behaviour https://blog.twitter.com/en_us/topics/company/2020/Brand-communications-in-time-of-crisis.html
- 13. April 2020 Social Engagement at COVID times 13 What’s appropriate for my brand right now? What we are facing is unprecedent This is not a "marketing opportunity" to capitalise 1. Accurate & Reiable Information 2. Customer Service & Support 3. Distraction & Levity 4. Community & Positivity https://blog.twitter.com/en_us/topics/company/2020/Brand-communications-in-time-of-crisis.html
- 14. April 2020 Social Engagement at COVID times 14 5 Guiding Principles for Social Media Marketing & Covid-19 1. Listen & Acknowledge 2. Keep Posting 3. Be Empathetic 4. Provide Organic Value 5. Ask for and provide help https://later.com/blog
- 15. April 2020 Social Engagement at COVID times 15 Listen & Acknowledge https://later.com/blog
- 16. April 2020 Social Engagement at COVID times 16 Keep Posting https://later.com/blog
- 17. April 2020 Social Engagement at COVID times 17 Be Empathetic https://later.com/blog
- 18. April 2020 Social Engagement at COVID times 18 Be Empathetic: even promoting the last day of the sale https://later.com/blog
- 19. April 2020 Social Engagement at COVID times 19 Provide OrganicValue https://later.com/blog
- 20. April 2020 Social Engagement at COVID times 20 Ask for and give help https://later.com/blog https://buffer.com/resources/social-media-management-in-times-of-crisis
- 21. Social distancing is the new normal
- 22. April 2020 Social Engagement at COVID times 22 Social distancing is the new normal 22
- 25. How to map the shape of virtual crowds Who talks with whom Who is the mayor Which are the communities involved in conversations Which are more interesting topics
- 26. Social Media Analytics vs Social Network Analysis blogs.forrester.com Social network analysis is advanced analytics that is specifically focused on identifying and forecasting connections, relationships, and among individuals and groups; it mines transactions, interactions, and other behavioral information that may be sourced from social media, and/or just as often from CRM, billing, and other internal systems Social media analytics refers to BI tools—reporting, dashboarding, visualization, search, event-driven alerting, text mining, etc.--applied to information sourced from social media such as Twitter and Facebook
- 28. social network analysis suggested tool
- 29. SocioViz SocioViz is a social media analytics platform powered with Social Network Analysis metrics. Actually is available forTwitter and Facebook but in the near future will be extended to other main social media channels. Social Network Analysis made easy Capture Twitter and Facebook conversations focusing on the links between people or messages. Reveal user interactions, hashtag co-presence and semantic networks to identify most relevant actors and themes. www.socioviz.net
- 30. Twitter analytics made easy Search for hashtag, user mentions, words or emoji filtering by date and language. Identify conversation peaks, most relevant users and themes in Twitter conversations. www.socioviz.net
- 31. Facebook page analytics made easy Analyze post and comments on Facebook public pages, filtering by date and post language. Identify top reactions, most used words and emoji, most active and influential users. Notice: some informations are available for page admin only www.socioviz.net
Editor's Notes
- 1
- A social media marketing strategy, like a strategy for anything else, comes much before you start creating. It’s a plan, a mix of ideas, a purpose, and the path to a goal that you’re aiming to achieve. So, what is a social media strategy, and how does it boost your marketing results? A strategy is a key ingredient of social media marketing. It requires an understanding of your audience, what they’re looking for, how their needs align with your goals, and ultimately, how you can attract them with an offer that gets them get on board with your business. Here are some questions to think about as you begin strategizing on potential social media campaigns: Who is your audience? How do you want your brand to be perceived? What kind of content will you share? What social platforms are you going to use? What are the goals, or results you want to achieve? An important thing to understand here is that you can have multiple social media goals. You could use various social media channels to generate more leads, share product information, increase brand awareness, expand your network, or just about anything that helps your business connect with consumers. https://www.business2community.com/social-media/what-is-a-social-media-strategy-02179927 https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/
- As Alessandro Baricco said in a recent post "we are making peace ... with digital civilization: we founded it, then we started hating it and now we are making peace with it." Now there is not even the problem of how much time we spend in front of our digital devices which in fact have become the only way to stay in touch with family, friends and colleagues.
- https://techcrunch.com/2020/03/26/report-whatsapp-has-seen-a-40-increase-in-usage-due-to-covid-19-pandemic/
- The first thing to say is that this isn’t a marketing opportunity. Brands shouldn’t be looking at the COVID-19 pandemic as something to capitalize on. However, even though it’s not quite business as usual — every post, campaign and ad you run will need an added layer of care and empathy over the coming days and weeks — it is okay to continue to market and sell your product or services, we know for some businesses not selling products can impact the livelihoods of some of their teammates. Just don’t use COVID-19 as a platform to self-promote.
- If you’re struggling, it’s okay to lean on your community, that’s what it’s there for. Get vulnerable in your content, share your story, and clearly communicate how your followers can support your business right now. And remember: we’re all in this together. I really liked this approach from my local lunch spot Kokomo, who committed to giving back $5 for every $50 gift card purchase to our local community women’s shelter. Cisco and IBM support European students and teachers in the management of distance learning and teaching. In recent weeks, Cisco and IBM have launched a joint initiative to create free virtual classrooms, which will allow students to take lessons even when schools are closed throughout the country. The objective is twofold: on the one hand, to allow teachers and students to participate in interactive online lessons; on the other, guaranteeing them all the support necessary for effective use of technology.
- https://edition.cnn.com/2020/03/26/business/social-distancing-brand-logos-coronavirus/index.html
- Looking to online world, in particular on social media data. SNA is helpful to map the shape of virtual crowds. For example visualizing social media conversation with the metaphor o graph of relations between actors or between contents Coud help to answer some questions, such as: Who talks with whom Who is the mayor Which are the communities involved in conversations Which are more interesting topics
- http://blogs.forrester.com Social Media Analytics vs Social Network Analysis: Is There A Real Difference Or Are You Seeing Double? James Kobielus Lead Analyst for Data Science, Deep Learning, and Application Development Former IBM's Big Data Evangelis
- SocioViz.net is a Twitter analytics platform powered by Social Network Analysis metrics. With SocioViz you could query Twitter conversations, produce network graphs (user interaction and hashtag co-presence) and export to Gephi gexf format. Login with Twitter and scrape the social web Analyze any topic, term or hashtag Identify key influencers, opinions and contents Export data to your favorites Social Network Analysis tool