Social media, such as Twitter, Facebook, and Instagram, are now the major source of information today. They are platforms for fake news and misinformation as well. How can social media be perfected and used in a sensible manner during an epidemic like the COVID-19 pandemic?
The rainbows, the applause for carers, the spirit of the nation. COVID-19's slogan was that we all are united in this and it was social media that created a positive environment.
Broadly speaking, there are two competing justifications. For commercial purposes or for communal purposes, businesses may use social media. In other words, businesses use social media to advertise, sell, promote their organization (which is similar to conventional mass-media marketing strategies) v/s using social media to communicate with and co-create with clients and most importantly, to render customers with a forum to interact together.
You can see this as the difference between talking to your customers through social media and utilizing social media to speak to your customers and making them communicate with each other through your brand.
For users, the very same version transforms into self-presenting using social media, which can convert into the very narcissistic self-exposure we often see on social media as opposed to using social media to communicate with friends, family, and like-minded individuals for social interaction and moral support.
This crisis, for me, illustrates social media's unique qualities in how it can be utilized for the second form of intent; that is, interaction and moral support.
We see today that with social media, people around the globe are reaching out to each other, nearby and far away, to make sense of what's going.
I'm thinking about the many hilarious videos about how people cope with the lockdown spontaneously, the community Facebook groups that arrange entertaining and practical support to facilitate connections who need help with buying groceries or childcare, and the rapid growth of apps and features available that enable multiple people to live chat and video conferences.
In its heart and at its finest, this is social media.
People not only turn to social media for help and entertainment, but they also utilize it as a source of data and even for fake news.
This is where we have to be alert to social media's darkness and its position in spreading false information. Channels have been sluggish to understand their obligation to help users of platforms separate false news from reality, but they are taking effective measures.
Instagram, for instance, stated that only COVID-19 based posts and tales that are reported by official health organizations are included in their upcoming sections. In general, my recommendation is to bridge the data you receive from social media with at least two other pieces of knowledge, such as government websites and high-quality news outlets. Moreover, by not further spreading rumors via our social media pages, we all have a part to perform.
Also Read: Social Pace To Create Brand Equity
The question is a dicey one. Usually, I think that marketers can apply their submissions to social media in the sense of real-time. Indeed, I continued to receive long-previously scheduled brand posts at the start of the crisis that did not relate at all to the situation, and thus appeared distorted. At the same time, it can easily be viewed as repulsive to continue to manipulate a sanitary crisis for marketing purposes in your social media posts.
The greatest example I've seen comes from organizations offering their clients free support to face the crisis. Many academic publishers, for instance, have enabled online content accessible for free to facilitate distance learning for teachers and students globally.
During the COVID-19 crisis, brands would be obliged to accept the common concept of social media rather than self-glorifying social media brand messages.
Social media posts should more than ever be user-centric and not producer-centric. Brands who will be able to deliver messages and participate in discussions that are considered essential because they have meaningful knowledge, guidance that is applicable or actually make you laugh will be stronger out of the situation.
Trust me, you can reap the benefits exponentially in saved time and minimized admin by investing a little time developing your social media presence.
Usually, the algorithms that influence what we see on social media strengthen content that receives the most participation; posts that attract the most eyeballs are circulated further. Work on it consistently and then ripe the benefits of it.
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