30-second abstract:

  • It’s necessary to remain engaged with our viewers in the course of the disaster, and there’s loads we are able to do to perform that.  
  • Low budgets, restricted workforce, and lesser bandwidth for content material manufacturing are some challenges companies are seeing on the forefront.
  • Roman Daneghyan shares 4 methods to take care of your social media exercise throughout a disaster.

Social media is a enjoyable place the place we are able to interact with our viewers every day. You’re most likely already accustomed to the advantages of social media, which implies you keep constant social media exercise. 

Sadly, throughout troubling instances just like the COVID-19 outbreak that we’re experiencing right this moment, companies usually wrestle to take care of an lively social media presence. Your finances is low, the workforce is restricted, and there’s often little motivation to provide content material with every thing that’s happening round you. 

Nonetheless, it’s not that tough to take care of social media exercise throughout a disaster, and it’s maybe the one wise factor we are able to do. It’s necessary to remain engaged with our viewers in the course of the disaster, and there’s loads we are able to do to perform that. 

Listed below are 4 methods to take care of your social media exercise throughout a disaster.

1. Repurposing content material

If we’re unable to create recent content material, we are able to all the time work with what we have already got. In case you had a well-built content material technique previous to the disaster, then likelihood is you will have a whole lot of items to work with. Our purpose right here is to repurpose present content material into one thing recent. 

Begin with what you have already got: a podcast, a video log, a long-form weblog article, a gross sales letter, something works. Attempt to accumulate all long-form, pillar content material that you’ve got. Subsequent, we’re going to make use of and repurpose that content material to create recent content material. A vlog turns right into a weblog, a weblog into an electronic mail, an electronic mail right into a tweet, and so forth… you get the purpose.

Gary Vaynerchuk is a grasp of repurposing content material, he additionally popularized the content material pyramid mannequin that’s based mostly on this concept. Gary says he can create 30 recent items of content material for use throughout his channels simply from a single each day episode of his present.  

Utilizing a single piece of content material, you possibly can create recent content material in your social media accounts, and it doesn’t should be a repost. You possibly can repurpose a bit of content material to tweet some bits on Twitter, begin a dialogue on Fb, put up an edited clip on Instagram, or share a concise weblog put up on LinkedIn. And growth, there’s your content material.

Additionally, there’s no have to really feel like a fraud for repurposing ‘used’ content material. Most of your followers gained’t keep in mind your older posts, they usually may all the time use a reminder, particularly throughout a disaster. Even when now we have nothing ‘new’ to say, we are able to nonetheless share our insights from the previous. To offer your outdated content material a recent look, you possibly can add some eye-catching visuals to it. You possibly can take the assistance of a internet designing agency to create visuals that may get observed in crowded social media feeds. 

2. Make use of content material creation instruments

With every thing slowing down, it’s arduous to create sufficient content material all by yourself. Up to now few years, we noticed a whole lot of content material creation instruments and templates come to life, and maybe it’s time to make good use of them. Content material creations instruments assist us to attenuate the time, finances, and energy wanted to create content material, and now we want them greater than ever.

Relying in your wants, there are numerous instruments to select from:

  • For analysis, you can also make use of Google Drive’s Analysis Device to conduct fast analysis, all it takes is clicking a easy ‘Discover’ button within the backside proper. Additionally, ‘Web site: search’ perform is one other useful gizmo accessible from the browser.
  • In case you need assistance writing posts in your social media account, you need to use writing instruments like Evernote to take notes, Grammarly to catch errors,  WriteRack to tweetstorm. 
  • If you wish to put up visible media then it’s important to check out instruments like PicsArt. These instruments are straightforward to make use of, and you’ll create nice visible content material in lower than 5 minutes. As a substitute of spending hours on design, all it’s important to do is select a template and fill it along with your model graphics.

It takes a whole lot of effort to create nice social media content material, however we are able to all the time make use of content material creation instruments to avoid wasting time or get a couple of artistic concepts. 

3. Make the most of user-generated content material

Person-generated content material (UGC) is content material created by folks moderately than manufacturers, which implies you don’t should create something. Using UGC is extremely necessary for social media, and it may be used to fill the gaps in your content material technique. Manufacturers might not be capable to create their very own content material in the course of the disaster, however can all the time depend on user-generated content material. 

The kind of content material you repost will range relying on the media. 

Instagram: The king of user-generated content material, Instagram has all types of choices for manufacturers to share content material created by customers. You possibly can repost to your individual profile, share photos in your story, and simply browse utilizing #hashtags and the Discover perform. Aerie is a good instance of how this could work:

Fb: Fb is a improbable community for sharing tales and movies along with your viewers. You possibly can invite your followers to contribute tales, photos, or movies and use it to ask dialogue and have interaction with the remainder of your viewers.

Twitter: An incredible place to make the most of user-generated content material, Twitter makes it straightforward with #hashtags and the “Retweet” perform. You possibly can merely retweet customers and add your individual feedback to spark a dialogue. Meals manufacturers do an excellent job on Twitter:


LinkedIn: Professionals love LinkedIn, and you need to use LinkedIn to advertise person content material that’s related to your model. You possibly can repost the content material or characteristic some customers in your weblog posts. 

If you wish to seek for location-specific content material, you possibly can all the time use a VPN service to achieve entry to content material particular to a sure location. This technique lets you perceive how your viewers sees issues, and you’ll tailor your content material to satisfy their private wants. 

4. Sustain with the updates

Posting related content material is necessary, however don’t neglect to put up private updates about what you are promoting. Your viewers might wish to understand how you’re doing, whether or not there will probably be disruptions in service, and what to anticipate within the coming days. 

So as to add on to that, be sure to perceive your place throughout a disaster. In case you’re in the course of it, you possibly can present each day updates on how your area people is coping with the disaster, and that’s a great way to construct a relationship along with your viewers. 

Lastly, don’t neglect to indicate compassion for the victims, and you’ll even use one of many content material instruments to create supportive posts and remind your viewers that you just’re pondering of them. 

What’s your take?

What do you consider the continuing disaster and what’s your technique to take care of your social media exercise within the upcoming weeks?

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