A new guide has been published by LinkedIn summarising how brands are responding to COVID-19 with tips on how to maximize connection with your audience during the crisis. It is an extensive 22-page guide so we thought it may be helpful to give an overview of some of the key points:
The platform reports that in general, they had seen a steady growth in overall user engagement, but that it has rocketed during the crisis. COVID-19 was the top trending hashtag as of March 2020 ranking over the usual top business hashtags of Marketing and Leadership. The engagement with COVID-19 content in particular suggests businesses are looking for ways to best navigate the pandemic. LinkedIn has suggested that in order for businesses to maintain and even grow content during this time, they should focus on 3 key areas:
1. Manage Employees Through Change:
Culture
Share how your organization is keeping culture at the forefront in times of uncertainty.Â
Highlight how your employees are adjusting to the new normalÂ
Give insight into new virtual gatherings taking place within your organization
Productivity
Share how employees are succeeding in the virtual workplaceÂ
Thank employees for seamless digital collaboration
Unveil new tools that help your community work remotely
Learning
Surface online courses relevant to your organization or industry
Share educational industry reports and whitepapers
Conduct virtual training
2. Lead With Trust:
Reliability
Connect with customers and employees in the comments of your posts
Be open about current challenges, but also celebrate how your brand is innovating during this time of uncertainty
Transparency
Talk directly to prospects about challenging topics
Join the conversation with your customers
Understand the most pressing topics for your customers in order to shape your content
Corporate Responsibility
• Share commitments you are making to support your community
• Craft thought leadership on industry trends and what your brand is doing in support
3. Adapt To Drive Business Continuity:
Executive Leadership
Take control of the narrative around your business and industry
Demonstrate a thoughtful and authentic voice
Build a sense of connectedness among your customer community
Customer Centricity
Keep customers informed with up-to-date websites and information
Listen to and read what customers are saying to effectively support and partner with them
Provide turnkey resources to customers
Safety and Reassurance
Share your step-by-step plan to address the current challenges
Connect with customers virtually
Conduct webinars, virtual Q&A, and panels
These 3 key areas should provide businesses with opportunities within the current environment, and the ways in which brands can direct their outward communications in line with the expectations and needs of the LinkedIn community.