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Social Messaging During Times of Crisis

Photo by Tracy Le Blanc from Pexels
Photo by Tracy Le Blanc from Pexels

Author: Cieana Detloff

Empowering Brands supports our clients with social media services, so we thought this might be a good time to share some tips for social messaging during times of crisis. In this particular moment, the world is reacting to and dealing with the COVID-19 global pandemic. Here are some suggestions from our team to yours:

  1. Check your scheduled posts. We realize there are marketers who post to their company’s social channels ‘on the fly’, but for those who have social posts scheduled out for the next 30 days through systems like Hootsuite, Hubspot, or Sprout, it would be best to review the messaging that is planned to go out. Ask yourself, could this messaging be interpreted as ‘insensitive’? Could a ‘fun’ or joking post be ill-received if presented at the worst possible time? We encourage you to review the social posts you have scheduled to make sure that they are still relevant to your audience.


  1. Think of your audience as a Community. In times of crisis, the thing that pulls people through a rough patch is a sense of ‘togetherness’. Even as people are forced to self-quarantine during the current pandemic, digital media gives us an avenue to stay connected. To not feel alone. This is a good time to change the way we think about our audience and start treating it more like a Community. Think about what your Community is experiencing and the role your company plays within that Community. How can you communicate empathy? How can you offer support? In a time when people mistrust assurances provided to them, reaching out just to say ‘we don’t have all the answers, but we’re in it together’ can be enough.


  1. Use hashtags. If you’re going to offer coronavirus updates, stay involved in online conversations, or host virtual get-togethers, don’t forget to include your unique hashtag. Tell your Community what hashtags to use to interact with you. At this very moment, there are 52,201 people on LinkedIn right now using the hashtag #coronavirus. Use your unique hashtag in combination with the ones your Community is using in order to reach and engage through your social channels (take for example, Gloria Gaynor’s #IWillSurviveChallenge). We are not sure how long this pandemic will continue, but hashtags allow people to stay involved online over long periods of time, and even let us have a little fun while we endure a unique moment in history.



We hope we provided some valuable insight. Use the comments section below to share your tips for social posting through uncertain times.