Maybe you’ve heard about this thing called the Covid-19 pandemic??
Kidding. The year 2020 has been basically cancelled, and we’re surrounded by 360 degrees of gloomy and doomy headlines.
What does it mean for entrepreneurs in the women helping women economy? What does it mean for our marketing efforts? How will it impact how our audience uses social media?
If you’ve been wondering…
- How is social media engagement different now than before?
- What does it mean for social media marketing long-term?
- How can I pivot my social media strategy to meet my audience’s needs?
You’re in the right place and I’m glad you’re here. Let’s talk about what you can do to engage your audience most effectively right now (in the throes of pandemic) and going forward (when we’re back to “normal,” whatever the hell that’s going to mean).
Impact of Pandemic on Social Media
We’re in an… interesting time right now (hahaha, I’m being diplomatic). And, while a lot of industries are struggling, ResearchAndMarkets.com has identified Social Media as one of the key sectors seeing growth opportunities during this pandemic. But while social media engagement has shifted, here’s what you must know: the fundamental best practices of social media have not changed.
In fact, they are more important now than ever.
Today I want to cover:
- How to recommit to social media best practices for impact and results
- The #1 skill you must practice to increase your engagement
- How this pandemic will affect social media long after it’s over, and how you can prepare for that starting now
A Best Practice of Being a Person
Think for a moment about washing your hands. You’ve known since you were a kid the importance of hand-washing: before you eat, when you come in from outside, before you put in your contact lenses (if you’re me). We know that washing our hands is one of the most effective ways to keep ourselves healthy, right?
But… we don’t always do it. I, for one, was not in the habit of washing my hands when I got home until very recently. I knew that it was a good idea, but I wasn’t committed to it.
Hand-washing is a fundamental best practice of being a person. And as we work to curb the spread of COVID19, it’s more important than ever that we commit to this best practice. Our dedication to it is critical right now.
There are best practices that are fundamental and don’t change including when it comes to social media. You must recommit and rededicate yourself to these practices, just like you’re doing for hand-washing. That’s how you deliver the best results for your business and be of greatest service to your audience.
Three Pandemic-Proof Best Practices for Social Media Impact
1. Connection
This most important, fundamental function of social media is so important these days. As we shelter-in-place it’s easy to feel isolated and stir-crazy. Connecting with each other, building relationships, and socializing are the balm — and they can only do them virtually!
The best practice is to show up on social media and connect with your community just like you would with your friends or family members. This best practice is right in the title: social. Your goal is not comments and clicks but connection.
2. Active Listening
The #1 skill you must practice to increase your engagement is active listening.
What do I mean? When I was studying abroad in Peru, I met a person who, every time I spoke with her, I felt like she was waiting for me to stop talking so she could talk about herself. Have you known someone like that? (Probably yes.)
That’s inactive listening, and that’s what most people do on social media. They focus on what they can say rather than listening to others. And it’s interesting, because a study from early April showed that engagement is increasing as posting frequency decreases. The less you say and the more you listen by thoughtfully connecting, the more your engagement will grow.
Remember, right now people are yearning for connection, and for conversation both about COVID and not. This is a really important point — we’re are craving normalcy as much as we have to acknowledge how not-normal this is. So when you’re active listening, make sure you’re connecting with people about “normal” topics as well as current events.
And while active listening means reading and watching, it’s also about how you respond. When you reply to posts and comments, do so from a place of empathy, of acknowledgement, of relating to what was said — not simply putting on the You Show.
Another benefit of active listening is you’ll get so many content and service ideas that will address exactly what your audience needs right now!
3. Resource
This pandemic will impact social media engagement long-term, and you can prepare for that now. The main impact is that social media’s capacity as a resource has skyrocketed. How?
- Networking: we can’t network in person, so a ton of networking has moved to social media. After the pandemic, people will continue to use social media for networking more often and more creatively.
- Trust: there is so much noise on social media, so people who show up with trustworthy information will be rewarded. When misinformation is high, stand out by doing the opposite. Provide consistent information. Debunk false facts. Check your sources. Your audience will remember you for it.
- Training: we can’t go to in-person events, so we’re seeing an explosion in education online. I have clients whose LinkedIn Learning courses have tripled in frequency of how often they’re taken! In the women helping women economy this is especially important, because women are 50% more likely than men to watch how-to videos. Our expectations of high-quality education on social media will continue long after this pandemic fades. So think about it: how can you meet that need?
Best Practices for Loyalty, Attention, and Insight
Remember: when it comes to how this pandemic is changing social media for women entrepreneurs, it’s made fundamental best practices more powerful and effective: connection, active listening, and being a resource through networking, trust, and training.
You will build loyalty, get unprecedented attention, and provide tremendous insight to your audience, by recommitting yourself to the fundamental best practices of social media.
If you want to ROAR out of this time period with a powerful thought-leadership communications process that will increase your impact and get you hired, I’d love to connect with you for a Discovery Session.
We’ll map out areas for opportunity to boost your engagement, build your network, and attract new opportunities like a magnet.
It’s free, and it’s a lot of fun. Click here now to complete a brief form, and we’ll be in touch to set up your Discovery Session!
