How To Use Facebook To Connect With Your Customers In Times Of Crisis
Your Facebook page can foster a positive community, provide resources of value and position your business as a trustworthy, reliable leader in troubled times.
Social media is a great way to speak to your customers directly when crisis hits. Your owned media — platforms and pages where you control the messaging – gives your business an opportunity to connect with customers, support each other, and provide relevant updates as the situation evolves.
Facebook is unique in its ability to foster community, but experts warn that the commenting capability can create trouble if not managed properly. Here’s what to know about using Facebook to communicate during a crisis.
First steps to Facebook posting in a crisis
Tim O’Brien, founder and crisis PR consultant at O’Brien Communications, says it’s important to control the conversation on your Facebook page from the very first sign of crisis.
“People tend to go to Facebook for information and community. Your posts are just as important as the comments below it. And while other social platforms include comments, Facebook tends to be the more dominant platform where comments in a thread give a post its leverage. As more people comment, you see a heightened sense of community,” O’Brien told CO—.
That community is valuable, but be aware that without proactive management from your team, the community can quickly turn against you. A recent study by Global Web Index found that in response to the COVID-19 pandemic, just 37% of consumers worldwide thought that brands should continue advertising as usual. You must pause your posting schedule, address your community directly and use your Facebook page to communicate clearly with your response to the crisis.
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