With most of the United States under some degree of quarantine, organizations must pivot to remain engaged. Your organization can’t merely blast advertising and marketing messages to prospective clients.
Since this is a humanitarian crisis, Americans are most interested in hearing positive stories and steps you’ve taken to make it safer to buy from you or engage with your organization.
Your communication, marketing and social media strategies are critical to maintain or grow brand awareness, even as customer mindshare shrinks.
Social Media Link, an engagement technology company, surveyed more than 6,000 consumers to determine what they think brands are doing right and wrong and what actions they can take during the COVID-19 pandemic to elevate brand sentiment and build lasting relationships.
For the survey, consumers said the best action brands can take to receive positive marks is to keep customers (58%) and employees (55%) safe. Additionally, showing empathy (40%), recognizing the new normal (38%), extending benefits (35%) and reassuring communication (32%) led to positive sentiments.
This research was conducted via a 22-question online survey issued to the peer-to-peer influencer community, Smiley360, from March 20 – March 30, 2020, with 6,340 U.S. respondents.
Predicting brand staying power
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