It’s safe to say that social media has played a large role in informing, connecting and entertaining the public during the COVID-19 crisis. The widespread lockdown and increased time at home naturally increased social media consumption. According to Social Media Today, people spent over 20 percent more time in social media apps during the COVID-19 lockdown. By utilizing unique content like virtual tours, live streams and Q&A sessions, Coles Marketing helped our clients stand out from the noise online and connect with their audience during the COVID-19 lockdown.
Social media strategies are not a one-size-fits-all solution, especially during the COVID-19 crisis. For some of our healthcare clients, the objective was to use social media platforms primarily as a source of information for the public. Clients in other industries used social media to connect and engage with followers in innovative ways during their time at home.
Here are a few ways Coles Marketing connected with our clients’ audiences on social media platforms:
- We orchestrated an online photo contest and asked all followers to share a photo along with tagging the client and using the specific contest hashtag.
- We published a Facebook Live stream of an awards ceremony scheduled in April so the show could still go on!
- We hosted multiple Q&A sessions on Facebook and had experts answer questions about the products they offer.
- We published many virtual tours, so followers were able to check out exhibits from the comfort of their home.
- We used the platforms of an assisted living facility to share positive photos and videos of residents who were not able to see their families in person.
- We started a campaign called #TriviaTuesday and encouraged followers to answer questions each Tuesday — a pleasant diversion from COVID-19.
Our efforts to create new and unique ways to engage various audiences were successful and resulted in increased followers, engagement and impressions.
These analytic results from the past few months show social media audiences are eager to engage with organizations through their social media platforms:
- For one of our clients, Facebook fans increased by 49%. Engagement and impressions increased by 54% and 57%, respectively.
- For another one of our clients, Facebook engagement increased by 166% while impressions increased by 222%.
- For another client, Facebook impressions increased by 291% while Twitter engagement increased by 463%.
What’s the role of social media moving forward?
The pandemic has presented a need for brands and organizations to connect and co-create with followers through organic media. The results of our social media analytics indicate audiences reacted positively to unique organic content. While we still recommend paid media to our clients, organic media is still an important piece of their online presence.
All social media platforms are frequently updating their pages to help individuals and businesses connect with their online community. For example, Facebook recently added tools like group video chatting, digital gift cards and a COVID-19 update feature to promote virtual connection and consumption during this time. Coles Marketing is always staying up to date and utilizing all the social media industry has to offer our clients.
If you need assistance expanding your brand awareness and creating engaging content, give us a call today at 317-571-0051!
By Caroline Voelz
Social Media Manager
Fortunately, working remotely is always an option for our team, but of course, it’s a necessity right now. Although our business office is closed, our home offices are open, and we are continuing to build our clients’ brands.
While COVID-19 is slowing down activities in some markets, it is providing opportunities in others. For example, we recently teamed up with Indiana Historical Society to build an online tool that allows Hoosiers to submit photos, videos and stories documenting how they are dealing with the “new normal” of life amid COVID-19.
We have been helping another one of our clients explain the financial aspects of this new normal on an almost daily basis, developing and distributing e-blast messages to their customers about tax filing and payment extensions, new loan programs, etc. To house the numerous financial updates, we created a COVID-19 Resource Center on their website.
We are also helping a senior living management company promote temporary jobs that have opened up in the wake of COVID-19, and we are documenting the many ways in which they are keeping residents and their loved ones connected despite visiting restrictions.
How are we doing all of this from the comfort of our homes? Here are a few tips and tricks that could help you and your business during this time as well:
Zoom Meetings: Zoom is the most popular video conferencing solution for companies with 500 employees or less. It’s gaining users rapidly amid COVID-19 concerns, adding roughly 2.22 million monthly active users since the start of the year. Allowing us to see each other and communicate face to face brings back a sense of normalcy and “business as usual.” It’s also keeping our company’s collaborative, creative spirit alive and thriving!
Task Lists: When everyone’s operating remotely, it can become easy to lose sight of what we’re all working on. That’s why we’re all sending each other bulleted task lists every morning. We also utilize Trello, which organizes everyone’s tasks in separate boards and lets you track each team member’s progress.
Sharing on Slack: Slack, our office newsfeed, has been our best friend lately. Not only does it allow us to stay in touch, but it’s been a great tool for boosting employee morale in the midst of COVID-19. Sharing pictures of our home offices — and the pets who break into them — is a particularly comforting activity.
Tapping into Creativity: When the mechanical shark kept malfunctioning during the production of Jaws, director Steven Spielberg took a less-is-more approach, making the monster’s presence known through menacing music and underwater point-of-view shots. This creative solution saved the film and made it even better than it would have been before. Think of COVID-19 as the malfunctioning mechanical shark you have to work around in order to keep your business booming.
By Brian Coles
Chief Marketing Technologist / Owner
According to Data Never Sleeps 4.0, in the past five years, “The global Internet population has grown by more than 60%, and there are more mobile devices on the planet than people.”
- Americans use 18,264,840 megabytes of wireless data
- 3,567,850 text messages are sent in the U.S.
- Google translates 69,500,000 words
I guess you could say data is everywhere, being shared at a mind-boggling rate. And as more data is shared across a growing number of digital channels and social media platforms, it becomes more challenging to have your voice heard, your client’s brand noticed or your customer’s testimonial heard.
So what makes a good media story? And what makes that story stand out within the media buzz?
- Impacts people by solving a problem, providing an answer, generating an action or getting a conversation started about a topic
- Touches the audience on an emotional level, helping motivate people to spread the word to others
- Captures natural moments between people as well as the environment, evoking one or more of the senses
- Contains fair and balanced information, telling a factual and accurate account
- Revolves around a good character, a person who is a spokesperson for the story, offers a reflective testimonial and draws the audience in with his or her point of view
Make sure your story is one that can’t be overlooked … or forgotten.
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