How to manage your social media with sensitivity during a global crisis

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:: 00:00

I spent hours over the weekend, listening to radio coverage, Russia's invasion of Ukraine and wondering how I could use my platform to help. To be honest though, sometimes having a bit of a platform can feel like a poisoned chalice, because people expect you to say something to use your platform, to speak out against injustice, quite lightly, so that why we tied you.

:: 00:23

If you say something, someone perceived to the wrong things, I am sure about though, policing other people's content posting about what's appropriate and inappropriate or posting about how outraged you are about other people's content is a complete waste of time and energy. So please don't do it because it may prevent people who do have platforms from using them to support Ukraine, because they're scared of getting something wrong.

:: 00:47

So please don't do it. And it really isn't insensitive to promote your business. If there's one thing we've learnt with the events of recent years, and I'm recording this in February, 2022 post or emerging from the COVID pandemic, we just have to keep going until we can't. What else can we do? But while it isn't insensitive to continue to promote your business at a time like this,

:: 01:12

what is insensitive is to continue to post your usual content without acknowledging the current crisis, which can feel like a tricky thing to do, especially if you don't feel like an expert in global world politics, I'm Janet Murray, I'm a content and online business strategist based in the UK. And if you're feeling uncertain about how to approach your content right now, I want to share my advice.

:: 01:37

And if you're listening in the future reminder, this episode is being recorded in February, 2022. This is still useful advice that you can implement for any crisis situation. So I think there's three things you have to bear in mind at a time like this. The first one is to acknowledge and more on how to do that in just a second. The second is to communicate.

:: 02:04

That's always good practice when you are a business owner and also to show compassion. So let's start with acknowledgement. If you're hesitant about promoting your products or services right now, because you're afraid of being criticized for doing so. Remember that criticism typically comes from lack of understanding. So for someone who doesn't want a business, or is financially stable enough to pause their marketing right now,

:: 02:27

it may be difficult to understand why you're continuing with yours. And this is why I recommend creating a public post that acknowledges what's happening and sets out your position. This is a piece of content that you would typically publish in the place where most of your customers or clients are. So your Facebook page or Instagram, wherever you hang out with the most. And in it,

:: 02:52

I would suggest that you acknowledge the crisis. You show your concern, but then explain, Y you will be continuing to deep business because if people understand why you are continuing to market your business, then they're less likely to criticize. And if they do, you have a piece of content that's well-thought-out and considered, you can send people back to rather than running the risk of a knee jerk reaction or being defensive.

:: 03:21

So this is about being proactive rather than reactive. If it's relevant in this piece of content that you create, I often call it a positioning statement, which sounds a bit serious and formal, but that's basically what it is. You might want to let your customers know if their service is going to be impacted in any way by the crisis. So for example,

:: 03:42

if you think there could be delays in supply or deliveries, and also what to expect in terms of communication from you, people really value knowing what to expect from you and knowing that you're going to stay in touch. So if this is relevant, it's definitely worth including that in your positioning statement, if you feel there are any ways your business can help.

:: 04:03

For example, via fundraising, you can also let your customers know about that, or you can ask them for their suggestions and do remember no one is expecting you to be an expert in global politics. If you feel uncertain or afraid of getting something wrong, I always think it's better just to say that, look, I'm not an expert in global politics.

:: 04:23

So if I do get something wrong, then drop me a DM and put me straight. It's really better to be upfront about this than try and blag and then get something wrong. And I think as long as it's clear that your intentions are in the right place, that you are trying to be sensitive, that you are compassionate, that you are very much aware of what's going on in the world and that you're trying to help in the ways that you can.

:: 04:50

I think people are generally very forgiving and finally a word about compassion. If you do find yourself on the receiving end of criticism for promoting your business, do try to show compassion. It is an extremely worrying time for everyone. Emotions are high and you don't know what's going on in people's lives and how close to home any of this could be. So was this the temptation to get drawn into public arguments or debate,

:: 05:20

even if you feel that the criticism is unfair and with anything social media related, the rule of thumb is take it offline. So if a customer or client is kicking off for want of a better way of putting it on a social media post acknowledge what they've said, but try and move it offline. So something like, I'm sorry that that's been your experience and definitely not.

:: 05:43

I'm sorry you feel that way. I would like to put this right, but I think it's better that we do this offline. So I've sent you an email or could you send me your email or telephone number or whatever? The worst thing I think you can do in these situations is not acknowledge people's feelings, but the key thing is it's no good for anybody to have this playing out in public.

:: 06:06

So move it offline as quickly as you possibly can. And if someone is obviously being a pest or a troll, you do always have the option to block them. I would always keep that as a last resort, but it's very unlikely that any of this is going to happen because creating that positioning statement, taking the time to write a well-considered well-thought-out response,

:: 06:30

that you can direct people to. If they do question while you're promoting or selling typically prevents problems before they even occur. So I hope this is helpful. And if you do have any other questions, then do connect with me on social media. The best place to connect with me is generally on Instagram I'm at Jan Murray UK.