As the global pandemic of the COVID-19 unravels day by day, we are all left with a sense of unease. We have been hearing the terms “self-quarantine” and “social distancing” quite frequently, but what does this mean for business owners?  Schools are closing, events are being canceled, and many are opting to work from home. The more we practice social distancing, the more we are turning to social networks to stay connected with the world and those around us. Social media allows us to virtually band together during this isolation period, and after all, it is only human nature to want to be with others right? We believe that it is paramount for business owners to adapt and stay connected with customers.

(Source: Rahul Chakraborty/Unsplash)

We use social media as a source for breaking news stories, emergency updates, announcements, and for finding comfort in the midst of all of this chaos. Brands are currently utilizing social media to communicate in many ways. By now you have probably had an influx of brands communicating with you, but is their messaging truly resonating? A study on social media and brand communication found that, “in 2018, 2.62 billion people worldwide used a social media platform at least once a month, and the average time spent amounted to 135 minutes per day (Statista, 2018a).” It is now increasingly prevalent, as a business, to have a clear brand communication strategy in place. Conveying a message that shows pure intentions and adds true value will help bridge the gap that you may be experiencing with customers.

The truth is that building a presence on social media is easier than you may think. To effectively communicate with your audience, you should have a strategy in place and action plans during times like these. Below we have listed some reasons why you should have a social media strategy in place, especially during this global health crisis.

  1. To keep customers updated with business operation, hours, and remote locations if any.
  2. To gain consumer insights on ways that can help you continue your services.
  3. Engage with your customers and keep a stream of communication in place.
  4. To listen to your customers and provide knowledge that can be valuable to them in this time of need.

Social media plays an integral role in any business’s brand communication with customers. As we have seen recently, it is important to be able to communicate through social networks like Facebook, Instagram, Twitter, and LinkedIn. Knowing your brand and effectively crafting your message with value is what will set you apart, not only during this crisis but in the future as well. When we actively engage with our customers through social media, we build relationships and gain trust. It may be daunting to see a decline in face-to-face communication, but having an online presence can allow you to stay connected with your audience. Now is the time to ask yourself if your business has an online strategy in place, and if you don’t, what is holding you back?

Brand Communication in Social Media: A Research Agenda

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