Avoid trend-jacking on social media to maintain relationship with the customers during a crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 27, 2020, 5:41 PM UTC

Brands should have their social media policies in place to provide a solid yet flexible response process.

This piece suggests businesses should avoid trend-jacking and activities on social media that may appear as profit-driven steps during the time of crisis. Communicating with customers in a way that seems “showy” or “calculated” can damage brands’ relationships with their customers.

The article states that marketers should cite only reliable sources of information to avoid the spread of misinformation on social media. Businesses should have a fact-checking protocol before posting any piece of information or making any claims on their social platforms.

The author suggests brands should identify people that are best suited for the role and delineate responsibilities to different employees. Having people who are responsible for strategizing and communicating with other teams and stakeholders can help businesses effectively handle crisis communication.

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