Hospitality businesses should keep up their social media communication at this time by offering helpful solutions rather than promotional messaging, said social media expert Will Francis, speaking at The Caterer's virtual Social Media Summit webinar earlier today.
Francis suggested businesses communicate what they're doing to support their staff and communities, for example, and help to alleviate peoples' fear and anxiety with light content that is not tasteless or insensitive. He gave the example of Lego, which is setting its followers daily ‘build challenges' via social media.
"We all need a bit of lightness at the moment and our educational and entertainment needs are ready to fill," he said. "Now is not the time for promotional messages."
The webinar saw Francis take attendees through topics including taking social media advertising to the next level, influencer marketing and social media trends, while Shahla Asif of digital and branding agency Creative Unblock presented on crisis communications.
She agreed with Francis that now is the time to create quality content and offer solutions to the current situation, adding that businesses should be "setting yourself up to become an industry leader on the other side, and in doing so elevate your customer journey".
Editor of The Caterer Chris Gamm added: "With the nation only able to engage with your brand online for the time being, it is so important that you remain visible through social media, where they can offer support and interaction to current and future guests."
The Social Media Summit is the latest in a series of 2020 summit events from The Caterer that bring together hospitality professionals to discuss game-changing ideas, industry best practice and new ways of working. Click here for further information regarding upcoming summits.