Content created in the time of the Coronavirus is a minefield.

Luckily, there are so many great articles right now with advice on what not to do as brands on social media.

The consensus is as follows:

  • Don't be flippant
  • Don't be gimmicky
  • Don't take advantage of the situation, and
  • Don't let your scheduled posts and media run wild without a good sense check.

So what should you do?

No one has all the answers, but here are some thoughts.

Now is the time to shine and to truly help our followers and customers. Your aim must be to offer them real value and to foster meaningful relationships that will last beyond the lockdown.

It's about going back to basics. You need to remember what your brand stands for and why you loved social media in the first place. 

Social media connects people. It gives us unique insight into how they are feeling and what they are worried about. It enables us to help them from afar.

Your brand may not be able to drive sales right now; this presents a unique opportunity to do what some of us have always secretly wanted to do — we want to simply engage.

You have a captive audience, spending more time online than ever before and they are desperate for some good news and positivity. Put them first and speak to them with intent.

Here are four ways that you can engage more with your audience during the COVID-19 pandemic:

1. Refocus on community management

This has never been more important. Scrap your automated responses and 'beef up' the team. You need to take the time to refine FAQs and polish your escalation plans.

Let no comment or question go unanswered. It is important to answer them in a human, compassionate tone. Prepare for the fact that your brand could face negative comments because of situations that are beyond your control, and arm your team with responses that handle criticism with care.

2. Establish a virtual newsroom

Meet (remotely, of course) every morning to update the team on developments, queries and social listening findings. Use this time to identify opportunities to create real value and support for customers.

Some of these opportunities will be content opportunities, and some of them will be business innovations; think all of them through.

Standard Bank, for example, became the first financial institution to announce installment relief for SMEs and full-time students who had taken out loans. And they have continued to announce new measures on their social media platforms.

3. Embrace new content types and platforms

It's never been easier to create content from your couch and share it with the world. Pick n Pay did just that when they teamed up with South African musicians to create the song Don’t Panic Buy. 

This aimed to encourage consumers to shop responsibly during the lockdown. It shows the musos singing from the homes via video calls with a catchy tune and some props.

4. Collaborate with influencers, ambassadors, experts and your community

Take a leaf out Pick n Pay's playbook and collaborate with the people in your brand family to create content that matters.

Some ideas include:
  • Twitter Q&As with company insiders
  • video tutorials with influencers
  • playlists for your audience, and
  • podcasts with experts 
And If you are truly committed to putting our customers first, why not give them the space to tell their stories? User-generated content (UGC) goes beyond sharing a pic someone tagged us in.

It means letting them tell their stories. Humans of New York has always done this, usually with beautiful portraits and heart-string pulling captions.

Now, in a time of self-distancing and isolation, they have asked for fans to send in their own pics and stories. And the content is no less emotive.

It's simple: showing your true values and purpose at a time when people most need to see them will earn you the trust and love that all brands strive for.

Steer clear of being opportunistic and embrace the empathetic. Do the hard work now and set yourself up for success in the months ahead. People will remember the brands who did good when it mattered most.

For more information, visit www.vmlyr.com. You can also follow VMLY&R on Facebook, Twitter or on Instagram.