by Gabriela von Ille
As communications professionals, we have spent the last couple of years convincing B2B and B2C clients that social media is an important communications tool for the success and growth of their businesses. Of course, this tool has always been deployed in combination with events, public relations, and face-to-face marketing. For various reasons, many clients, especially in more traditional industries, have been hesitant to adopt social media, arguing that social networking platforms expose brands to the risk of being publicly attacked or losing control and offer a questionable return on investment (ROI).
Then the coronavirus came along and turned the world upside down, challenging life as we knew it. It has created a situation where social media have suddenly become the main channel for receiving information updates. Governments and businesses across the world turned to social media to provide citizens and audiences with timely updates and accurate information. In the last few weeks, our conversations with clients have shifted from whether they need social media to how they can use these channels to communicate with all their stakeholders – be they investors, customers, clients, or regulators.
Social media has never been more in demand, as we all play a role in supporting our communities and clients during this period of uncertainty. As an agency, we quickly went from defending social media and the place of digital communications in the mix of communication tools to getting on top of new algorithms, sharing frequent updates, and brainstorming innovative graphics and groundbreaking content.
We are now creating catchy animations that make messaging stand out in overcrowded feeds, promoting original livestreams, drafting and distributing disruptive opinion pieces, and generating clever infographics explaining how companies are handling the crisis – and the best thing is that everything is backed by hardcore analytics that measure impact and influence.
So, where do we go from here?
Strategy. Is your original strategy for social media channels still relevant or have your objectives, target audience, and service offerings changed? Do we need to include other social media channels? Do you require more frequent posting? How do we further grow our follower base and attract online sales?
Content and design. Quality content still remains key. How do we make sure our posts stand out? Do we need to add any new campaigns? Are our content calendars still relevant? What topics relevant to your business do people care about?
Budget. Everyone is spending more time online, either in front of their computers or on their phones, so companies should also be spending a substantial amount of their marketing budget investing in social media. But in a time of crisis, we understand that businesses have to be cautious with spending. How do we maximize efforts to deliver the ultimate impact?
Gabriella von Ille is one of Africa’s leading experts on strategic communications and is an independent entrepreneur, speaker and business owner. She has worked with numerous African companies on their communications strategy, investor relations and crisis communications, as well as aspiring businesses in other sectors such as technology and fashion. Born and raised in Sweden, Gabriella started her career in the Office of Congressional and Public Affairs for a financial regulator in Washington DC. She thereafter took a job as a journalist for an investment magazine. Today she is the Founder and Managing Director of Lifa Communications, a Johannesburg-based strategic communications and investor relations firm. She is also Co-Founder of LifeLoveWater, Navigator54, and Otito. Gabriella is expressly passionated about entrepreneurship in Africa and the roll that women play in shaping the continents’s economic future.
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