05/27/2020

Daily Buzz: Adapt to the Changing Conversation Around COVID-19

Brand must be willing to thrive not just survive

Working on a social strategy to address the COVID-19 pandemic? First, take a look at what people are saying, because the conversation has changed.

“People are anxious to return to their normal lives, and conversations around when the lockdowns will end are gaining traction on social,” said Katherine Kim on Sprout Social. “Marketers have already adjusted their social strategies in response to COVID-19. Now, they find themselves having to re-evaluate and readjust once more as consumer behaviors and conversations evolve.”

Kim points out that lockdown fatigue is on the rise, and the online discussion has steered from #StayAtHome to #EndTheLockdown. According to Sprout Social, engagements in “end the lockdown” conversations increased by 353 percent from March to April.

“After several weeks of quarantine and stay-at-home orders, people are growing increasingly restless to return to their normal lives,” Kim said.

Yet not everyone is ready to reopen, according to recent social media activity. Sprout Social noticed a 7 percent decrease in positive sentiment surrounding “end the lockdown” conversations once states began to ease guidelines, and use of the hashtag #StayHome increased by 21 percent.

As things change rapidly, brands must remember to stay agile, Kim said.

“In situations where there is no rulebook on what to do next, brands need to be agile enough to manage and adapt to unexpected change at a moment’s notice.”

Please select this link to read the original article from Associations Now.