How to Think Long-Term When Building Social Connections

In times of crisis, connection is more important than ever before. Brands are taking to social media to support their customers and their communities, pivoting away from their original strategies as consumer behavior practically changed overnight.

Several months into the COVID-19 crisis, brands have a decent grasp on what their social strategies look like and how they can foster connections with their audience during the pandemic. But an unexpected turn of events, like George Floyd’s murder and the resulting Black Lives Matter protests, have once again left brands wondering what they can and should do in response.

In many ways, brands can’t return to ‘normal’ once the dust has settled because of all that’s happened and impact the events of 2020 have had on consumer expectations and behavior. And in the eyes of many consumers, it’d be unacceptable to go back to the status quo. Instead, brands should focus on creating more authentic, long-term connections with their audience as they turn towards the future.

Ninety-one percent of consumers believe in social media’s power to connect people and that power has been on full display throughout the ups and downs of 2020. Trust is the foundation of any strong relationship, with 66% of consumers define feeling connected to brands when they trust those brands.

As brands start to think ahead to the future, what strategies from this era will they continue to employ and what will they move on from? In this guide, we’ll explore:

• What consumers expect from their interactions with brands online
• How brands are responding and adjusting their strategies
• The lessons marketers can apply to their future strategies for building connections

As states and businesses slowly open, many of the wounds from this pandemic will be slow to heal. According to a study by McKinsey & Company, more than one-third of Europeans and Americans said their income has been negatively affected by COVID-19. The natural response, especially among those affected by furloughs or layoffs, has been to reduce spending and focus on necessities.

Spending across industries is down overall, but that doesn’t mean people have stopped shopping altogether. Without the option of shopping in-store, the demand has shifted to online platforms. According to the GlobalWebIndex, over 50% of consumers making regular e-commerce purchases prior to the outbreak said they were spending more time shopping online. Some people may be back at the mall the moment it opens, but others will continue to look for convenient, reliable, online alternatives from the comfort of their homes.

Consumers expect brands to be empathetic and read the room as they plan their content. Brands that overlook the evolving challenges, fears and life experiences their audiences are facing can miss out on moments to create authentic connections. Not to mention, if consumers think brands are solely focused on profits, especially during periods of struggle, that breach of trust may be irreparable.

It’s not enough for brands to just be sensitive and empathetic. To build trust with your audience, brands need to speak on issues people care about, act on their word, invest in causes and prepare to be held accountable. A post, like the single black square shared by brands on #BlackOutTuesday, while well-intentioned appears disingenuous if there is no commitment to change.

According to the 2020 Edelman Trust Barometer, consumers also expect brands to invest in ways to support their communities and employees rather than ways to sell products and services. Jennifer Cohan, the President of Edelman told Forbes, “A stunning 90% of our survey respondents want companies and brands to do everything they can to protect the well-being and financial security of their employees and suppliers…The penalty for companies that put profit ahead of people is severe, with 71% of people saying that this will erode their trust in a business forever.” Brands can use social media to share what they’ve been doing for their employees now and to build trust for the future.

• Listen. With tools like social listening, brands gain a better understanding of what their audience cares about, what fuels consumer sentiment and how to develop genuine connections with their customers.
• Review. Brands can use insights gleaned from social listening to assess what consumers want or expect to see, reevaluate their current social strategy and determine what needs to change and what should be amplified.
• Act. Put the insights into action—engage with your audience in conversation online, demonstrate you not only understand what your audience wants, but you’re acting on it as well.

Despite all the losses and hardships experienced by everyone throughout the first half of 2020, some brands have found ways to strengthen the connections they have with their customers.

In Sprout’s #BrandsGetReal report, 66% of consumers believe brands have the power to create real change—and many are tapping into that power for the first time. In response to the pandemic and protests, brands have mobilized their customers to support timely causes, made significant donations to organizations fighting racial inequality, forged partnerships to better serve their communities and some even converted their production lines to produce personal protective equipment.

Rothys, a sustainable style brand, went straight to their community to ask how they think the brand should utilize their factory to assist with COVID-19 relief efforts. The thousands of responses from their fans made it clear that basic supplies like masks were the number one priority. The purchase-to-donate component however rubbed a lot of people the wrong way. Rothys, with one ear to the ground, quickly realized their misstep, issued an apology, eliminated the purchase-to-donate requirement and made it clear that the voices of their customers matter above all else.

In the latest Sprout Social Index, data shows 45% of consumers believe that transparency makes a brand’s social best in class. When Rothys opened up and admitted their mistake, their audience applauded the brand’s humility and change in course, rather than boycotting the brand for their error.

While some companies have focused on shifting or pausing their messaging and strategies, others have opted to simplify them. There is a lot of uncertainty right now. I know, a groundbreaking statement. But between varying state regulations and phases of recovery throughout the world, some people just want the straightforward facts. Popeye’s wanted people to know from the start of the shutdown, “We’re open.” From there, their strategy was simple. “Tell people what you serve, how you serve, where you serve, what time you serve.” Bruno Cardinali, the chain’s head of marketing for North America told AdWeek.

https://twitter.com/PopeyesChicken/status/1243220936872116224

The matter-of-fact approach has worked for lots of brands. Throughout the pandemic, Steak-umm has committed to spitting facts and it hasn’t gone unnoticed. The frozen sliced steak brand has been cutting through the COVID-19 conversation on Twitter to dispel misinformation.

The unlikely voice of truth has been applauded by politicians, major media outlets and fans, who enthusiastically remind new fans that Steak-umm is one of their favorites to eat and tweet. The direct, self-aware, humanized persona has been received with enthusiasm and fans want to be featured on the Steak-umm timeline. Between truth bombs, the brand sprinkles in a UGC that highlights their product while making fans feel like part of the fun.

In response to the death of George Floyd and the resurgence of the Black Lives Matter movement, consumers have begun demanding more from brands. It’s not enough to simply say that your brand embraces and champions diversity, people want action and accountability. While it can be a challenge to figure out how to use your brand’s social platform to create change and address such a complicated topic, take a page from brands like Peloton, Warby Parker and Glossier.

These brands have shared new, ongoing efforts to support black businesses, customers and colleagues in ways that are relevant to their industries. For instance, Peloton recently hosted a virtual ride to benefit the NAACP Legal Defense & Education Fund, and for each member who joined the ride, Peloton made a donation. Even in different circumstances, showing that your brand’s values align with your customers’ personal values and morals will build deeper, stronger connections.

The reality is the COVID-19 pandemic and the recent protests in support of Black Lives Matter will continue to shape the way we live, work and connect with one another for the long run. So what’s next for brands?

In addition to actively listening to their audience, brand marketers should consider experimenting with the types of content they produce and test how their messages resonate with their core audience. Using social data, brands can then determine what types of content are most effective in building lasting connections with their audience, and identify where they need to pivot as consumer expectations evolve.

The Shedd Aquarium gained a ton of followers during lockdown after going viral for their video tours of the aquarium guided by their animals. The feedback from their followers has not only been extremely positive, but has also helped them shape what their content will look like after quarantine ends.

“The shift to raw video is one that is here to stay,” their Social Media and Content Manager, Carly Hill said during Sprout Sessions. “One thing we’ve seen through all of this is that people are expressing gratitude for how our videos are helping them get through the day. We’ll continue to use video to give our audience the educational content they want even as things start to normalize again.”

Video continues to be one of the most highly engaging content types, a trend that’s here to stay. As marketers continue to think of ways to produce creative work remotely, brands of all sizes and industries can follow Shedd’s example of trying new content and capitalizing on the content formats that resonate strongest with their audience.

Knowing your audience intimately has always been important when creating genuine connections. The most valuable thing you can do now and in the future is to regularly check in on how your audience is responding to the changing times and where they can use your support. Social listening is one of the most effective ways to do this. As Sprout Product Marketing Strategist Amber Washington put it during Sprout Sessions, “Social listening is your superpower. What was once nice to have has become a necessity.”

In Sprout’s #BrandsGetReal report, data reveals that brands taking a stand was the new normal even before COVID-19 and recent protests. Now that things have been flipped on their head, that’s likely to continue, especially as we approach the presidential election this fall.

Throughout the pandemic, the brands that have maintained their values from day one of lockdown and backed up statements with taking action, are coming out on top. Beyond COVID-19, brands need to understand what issues matter most to their followers, such as the Black Lives Matter movement and racial justice, and think carefully about when, where and how their brand should enter the conversation. Listen to your audience to ensure that campaigns that not only resonate but also inspire followers to take action.

Transparency as a differentiator for brands is here to stay. If your brand has had to drastically change your strategy, business plans and just to stay afloat, it may serve you well to tell your followers. Level with them, share hardships, show gratitude to your community.

Brands should also maintain transparency around how they respond to current events, whether it be the pandemic or protests. In some instances, you may not have all the answers right away—but rather than stay silent, let your audience know how you’re navigating times where answers aren’t readily available and keep them updated on your progress.

Let’s be honest, 2020 has been incredibly challenging, but brands can still power connections on social. One of the most tried and true ways to get to know and engage with your followers is to ask questions. The more you know about your fans, the more you can create content that speaks to them, influences their behavior and illuminates the values you and your followers both stand for.

What moments of connection have stood out to you in the last few months? Tweet us @SproutSocial.