A lot of people ask me what to post on social media and send via email when it comes to marketing in light of what’s happening in Ukraine.
Here are some thoughts that might help you navigate this crisis as well as another global crisis (which we know a lot about since Covid).
I suspended several social media posts and email campaigns this week for myself and my clients.
It just doesn’t seem appropriate or important to release them now. My messages are safe and sound unlike Ukrainians.
Pressing pause is correct. Being deaf is not.
It is important not to be deaf or insensitive in your marketing while the conflict in Ukraine continues, especially if your organization has offices there, in Russia or in Eastern Europe.
We need to pivot, adapt and put people first like we did during Covid. Some of the news we need to share about ourselves and our businesses can wait.
Be more sensitive, helpful and empathetic and this is the advice I will bring in the coming weeks as well as:
Do business as if the world is watching you. Let’s assume that millions of people around the world will see your content, regardless of the actual size of your business. Anything can go viral. Don’t be a bad example.
Lead with empathy. Remember that everyone has their own struggles, challenges and joys. They have families, colleagues and employees who may be affected. Think of them as people first, then as customers. Empathize first, then be helpful.
Follow the 80/20 rule of marketing. 80% of your content should be useful, informative and educational. 20% should tell your audience about your brand, what you stand for, why you exist, how you can help them and what you do. Rotate your messaging and pause certain posts to align with the news.
Use your social media for good. Share useful resources and inspiring stories. Tell your followers that you’re dedicated to what’s happening in the world.
Don’t stare and forget your marketing. The problem with tools that allow you to pre-schedule blog posts, social media posts, and email marketing is that when tragedy strikes, the content that was created at one point different may be inappropriate. Make sure that unnecessary or muted messages in light of what is happening do not come out.
There’s no hard and fast rule with all of this – do what’s right for you and your organization, but if you can wait to post something and the post seems self-congratulatory or isn’t very timely , wait. When in doubt, ask someone. I’m happy to help.
If your company has not yet made a donation to help Ukraine, you should.
You can create a social media post about it, not because you want to brag about it, but because it’s important to let your followers know that giving back is important to you.
In light of that, stay tuned for news on ways you can directly give back to help Ukraine. Be careful.
What other tips would you add? What advice do you give to your businesses?
Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 60