Should you be creating content right this moment?
March 25, 2020
We’re living in interesting and difficult times, to say the least.

As businesses are shutting their physical doors due the pandemic, known as COVID-19 or Coronavirus, sweeping the world, we start to question the norm. What should my business or nonprofit be doing right now online?

Should you be adding content to your website and Social Media during a pandemic?

The short answer is ABSOLUTELY YES!

The worst thing you can do is go silent. Whether you are a nonprofit or a business of a restaurant, gym, hotel, or digital agency, consumers want to know if they’ll be able to count on you during and after the pandemic. So now more than ever, it is an important time to stay vocal on social media, your website, and other channels so that you can build trust in your brand and instill a sense of community.

Right now nothing is business as usual.
With a majority of the world in lockdown, working from home, there are more consumers than ever on social media.

No longer able to interact with their favorite brands and businesses in person, they are turning to social media to stay connected. Slow down on your typical marketing content.
Consumers don’t want sales-y marketing during a time like this. It feels disingenuine and can come off as insensitive.

At JustMy, we have turned our focus to content that makes being at home a little easier. Like more cooking at home features, concerts, and motivational stories.

Now is a good time to focus on content to help your customers, supporters, and teams get through this tough time and reassure them in a time of uncertainty.

Here are four examples of companies doing a great job to not only survive, but thrive during COVID-19.

Case Study: Southwest Airlines

Since the outbreak, Southwest Airlines has been focusing on two things in their social media posts:
1) Promoting their “no change fees” policy as they know travel plans are up in the air.
2) Showing enhanced cleaning procedures since they know travelers are concerned and more susceptible to catching the virus.

Case Study: Chipotle

Chipotle, and many other restaurants, have shifted their business to take-out only. To encourage customers to order take-out, they are waiving the delivery cost.

Another great idea that we’ve seen is restaurants having a daily special that they post on social media. NonProfits and Businesses can share a tip of the day related to their services or mission.

Case Study: Orangetheory

With gyms being shutdown across the nation, Orangetheory had to think quickly to keep their members engaged and discourage members from canceling their membership.

They decided to create a free Orangetheory At Home program. Every day on social media, they post a new “at home” workout.

Case Study: Slack

Slack recognized that many workers are working from home for the first time. To capitalize on this new trend, they began posting social media content educating the new workforce using FAQs and resources about remote work.

In a similar vein, Slack is offering free accounts to nonprofits and universities as many of them are also moving to virtual meetings and lectures.

Why Post to Your Website when you can just post to Social Media?

Clients, Donors, Volunteers all go to your website when making a decision about doing business with you or when supporting you. They are not going to scroll through your entire history on Facebook to learn more about you. Google also is looking at the content of your site for SEO purposes. So if you are only posting content to social media, is it really helping you communicate who you are outside of your social circles? Many business owners will say that they are not getting traffic to their websites. Well would you go back to a store that never made updates to it's products or displays? That might be exactly why people don't visit your website. The team at JustMy recently introduced MyProfiles to help drive traffic to local business owners and nonprofit organization websites. JustMy treats your content like it treats any other news or local feature. First we put all your content on your profile and then we distribute it to related channels of content on the site.  For you the business owner, MyProfile directs readers to your website for the full story. As we build JustMy traffic, we are also building traffic to your website. So start posting #BeAmazing content today and we will use that content to introduce your brand to more and more people everyday and so will Google!

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