Coronavirus and social: how to change corporate communication “This is the time for humanity, not for the onslaught of commercial action.”
The current pandemic requires companies in particular to adopt appropriate content, tone of voice and action. “Social media is a place where people go first of all to talk about what’s happening in their private lives, especially with the people who matter to them. Companies have always been a necessary guest, and not always happily invited, because while we all have our business interests, no one goes to social media to intentionally consume advertising - explain Marino Pessina and Chiara Porta, CEO and director in charge of the journalistic communication agency Eo Ipso (www. eoipso.it). At present, traditional corporate social strategies risk to be inadequate. Given the current situation, companies that already regularly use socials need to make profound changes to the usual language and those that tend to ignore or make little use of
socials need to create a conversation with the public, taking advantage of the entire digital ecosystem and all the different cards within each platform. Keeping quiet while waiting for everything to pass won’t help, it will only serve to make you disappear little by little. Communicate, then, but do it with a purpose. While promoting a sense of support, community and recognition of what the world is experiencing right now. You fight to survive, even if you are closed. The question that all companies should be asking themselves at this time to set up a social media communication strategy is: “How can I use my social media presence to support my community? The goal is not to promote your business, but to offer leadership and support during this unprecedented period. This is a great opportunity to make meaningful connections. An opportunity that, we hope very much, will never be repeated in this way again.
VEDERE INTERNATIONAL – May/June 2020
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