“I feel really awkward posting on social media at the moment… what it is appropriate to talk about and share?”
GREAT question. And you’re not alone in thinking it.
DO continue to communicate with your followers. Keep them up to date from YOUR voice and YOUR perspective. It’s okay if your competitors are saying similar things. Your engaged followers aren’t following your competitors! If it’s important and helpful, they’ll expect / want / need to hear it from YOU.
DO put your posts into context. If you’re talking about something other than COVID-19, that’s great! Just make sure your post has context as to why it’s a point of discussion… and “being the distraction they need in the world” is a very valid answer to that!
DO bring joy to their online experience. Despite what the news headlines might lead us to believe, there is still plenty to share and celebrate and we should be drawing one another’s attention to the good in this world.
DO continue serving your audience, and be creative with how you do it! Life must go on! People still have businesses they need to market, meals they need to cook, weddings they need to plan, birthdays they need to celebrate, workouts they need to complete, children they need to entertain, and so on. Continue giving your audience your expertise and resources so they can continue on living life in this “new normal” we’re currently inhabiting.
DO be conscious of—and communicate—your intentions. We’re all afraid of being seen as “taking advantage” of this situation if we continue on marketing our business. The concern is valid, but I’d argue it all comes down to intention. Let your followers know the WHY behind your message so your intentions are clear.
DON’T avoid posting in an attempt to be sensitive. Silence does not equal sensitivity.
DON’T ignore the issue all together! Address the elephant in the room when necessary.
DON’T flood your feed with COVID-19 content. Remember why your followers followed you in the first place! Continue playing that role in their online lives.
DON’T post for the sake of posting. The same rules of engagement as always apply! Every post should have the intention to serve.
DON’T think you can wait for this to “all blow over” before you become active on your socials again. If you ghost on your followers for the next 2+ months, you’ll have to fight HARD to regain their attention when the time comes.