Professional Beauty – Virtual Beauty Week “Navigating Social Media in a Crisis”
Few would deny their daily screen time has shot up remarkably since the beginning of the isolation period; with so much more time spent at home, and the inability to meet work contacts, or friends and family in person, we are forced to rely on messaging services, video conferencing and social media to communicate with anyone outside our immediate household.
So it seemed apt for Pynck to attend the Professional Beauty’s virtual seminar on navigating social media in a crisis this week. Sherrie Emerie, former head of marketing at L’Oreal and Elemis, gave viewers some key advice on staying confident via social media platforms in a time of national crisis such as the one we are experiencing due to COVID-19.
Before getting to her content advice, Sherrie told us how to use social media to negotiate a furlough agreement, following the UK government guidelines. She then provided viewers with helpful and concise tips for producing quality content on your social media platform, and gave a reminder to brands that this is a “unique opportunity to deepen your relationship with your audience and increase brand affinity.”
The main conclusions of Sherrie’s webinar were about positive and continuous communication with followers. Engagement statistics have never been more important, and accurately identifying when and how your followers are engaging is essential to producing the right content at the right time.
The Facebook and Instagram “Live” feature is a great tool when self-isolating at home. It allows followers to establish a personal connection with you, and get to know the person behind the brand.
She offered a reminder that this is not the time to exploit a global emergency for brand promotion: audiences will sniff out opportunism a mile off, and a better use of your time would be to produce positive and empathetic content to boost your followers’ spirit.
Above all, the goal is to become a port in a storm for your followers. Let them know that your social media platform is a place they can come to for positivity, wellness tips, at home facial routines – or whatever they desire in this time of extreme difficulty, in search of a little calm amidst the chaos.
Catch up with Professional Beauty’s Virtual Beauty Week here on their YouTube channel:
https://www.youtube.com/user/1ProBeauty/videos?view=0&sort=dd&shelf_id=1
