Four Guiding Principles to Create Community while Navigating COVID-19

1. Lead with the WHO

“This is not about looking at what others are doing and copying,” as Twitter executives Alex Josephson and Eimear Lambe said in a recent blog. Each brand or organization is unique with individual set of concerns and issues, but, most importantly, specific target audiences. By starting any strategy (COVID-19 related or otherwise) with a simple question – “what does our audience need to hear from us?” will help guide brands to more effective communications. It also has the added benefit of being the right thing to do.

2. Listen to Mom

“Everyone is doing it” is not a reason to speak out on COVID-19. Yes, its effects are widespread from health and safety to economic, but there are some industries and sectors that will see greater consequences than others. If an organization’s key stakeholders (e.g., customers, investors, employees, etc.) will see significant changes in operating procedures or outcomes, it is critical to communicate them. If an organization operates in the health or wellness space, where the spread of germs could be more prevalent and therefore a greater threat, it makes sense to communicate what is being done to address these concerns. However, using this time as a marketing ploy for marketing’s sake is not okay – and audiences will notice.

3. Prepare to be Nimble

This situation is changing by the hour. Every time there is a new COVID-19 update, be prepared to have new updates you need to share. But, in order to prevent message overload, use more nimble communications platforms like Instagram Stories, Twitter threads or microsites, and COVID-19 dedicated webpages to share updates. Transparency should also be a guiding principle to all communications – let people know if you are unsure whether your policies might be changing and provide them with a place to go for updates.

4. Be Human

It is important today to tell a story and to be grounded. People are looking for a sense of belonging and togetherness even if it is at a distance. Whether it be an Instagram post or a LinkedIn post, the message should be authentic and community-driven. Right now, more than ever, people are not looking for glossy photoshoots or perfectly edited videos – they want to see how others are navigating this situation and feel connected/

Social media is a powerful tool, particularly when people are looking for answers, support, and community. It is critical that companies and brands take the role of a convener and positive contributor.

The views expressed in this article are those of the author(s) and not necessarily the views of FTI Consulting, its management, its subsidiaries, its affiliates or its other professionals.