How to Establish an Engagement Strategy

What is Social Media Engagement?

Think about social media engagement as all of the interactions you have with your followers, across all platforms. It’s LinkedIn and Facebook shares, Instagram likes and Twitter retweets all rolled into one.

Any chance you have to engage with your followers — a reply, a share or a like is a potential interaction that you can increase trust and grow your brand.

Consumers who trust you and your content will eventually become customers. 

Customers like to share recommendations to others — so they’ll eventually become ambassadors for your brand. 

This kind of organic sharing is the best possible scenario for social media engagement.

How to Engage on Social Media

Like most technology, approaches to social media are cyclical and they change rapidly. 

Today, bots are out.

Many social networks have set parameters around engagement, which limits possible bot actions. Social networks can now close your account if you’re caught using bots.

Authentic engagement is in.

You need to spend the time to like, comment and share other content. Or, if you’re not doing it yourself, you need to hire a social media agency to do it. No matter what social media platform(s) best fit your business, you need to be responsive.

Our top three recommendations to clients are: 

  • Build relationships
  • Be casual 
  • And be friendly.

If you need help establishing a voice on a social media platform, let us know

What’s included in a social media engagement strategy

Mapping out how your business will engage on social media is crucial to the success of reaching your target customers online. A social media engagement strategy will outline who and how you plan to interact. 

A few important sections we include in our engagement strategies are:

  1. Accounts of industry leaders
  2. Accounts with the same or similar target audiences 
  3. Industry-related hashtags
  4. Predetermined responses for different scenarios


At Smith Social, we always start with a social media strategy to plan how to reach your target customer. An engagement strategy is just one section of the plan. 

If you’re looking to increase your reach on social media, it might be time to consider implementing an engagement strategy. Don’t have time? Ask our team to help! Get started today by reaching out to us.



5 Ways to Engage Employees on Social Media

Do you struggle to motivate your team to engage with your company’s social media?

Sometimes it can feel like a chore, always asking for social engagement.

Many of the top B2B marketing publications commonly mention “employee engagement” as a key tool for growing a social media presence and displaying company culture.

It is true that employees are your biggest advocates.

They should be on the front lines: selling, helping customers, and developing your services/products.

But what if we told you there is an untapped value when it comes to employee engagement?

When was the last time you shared an employee shoutout or a behind-the-scenes video of the team?

Why Employee Engagement Benefits You As Marketer: 

Did you know, employees are more likely to like, comment, and share posts that include themselves and/or other team members?

Sharing this type of content is the true value of employee engagement, which can spike your awareness and engagement rates.

Make employee engagement work for your team by incorporating more photos of your employees/teams and behind-the-scenes content.

Try some employee-curated content like photos/videos/blogs written or produced by different team members.

 Here Are 5 Ways You Can Incentivize Employee Engagement:

  1. Lead by Example: Encourage your team to engage with social media by having a select number of leadership team members engaging (liking, commenting, sharing) with your company’s social media posts. When posting about your team or about relevant topics – tag other employees that have public profiles.
  2. Incentive Programs: Incentivize employees to submit content (photos/videos) for social media. This could be used if you’re having a difficult time collecting employee-curated content. Example: Gifting a $10 Starbucks gift card to anyone that sends your social media team a photo or video from the work conference they attended.
  3. Employee Curated Content: Give employees credit on social media if they authored a company blog. Or when industry “breaking news” happens, ask an employee’s opinion (written or video) and credit them.
  4. Share Accomplishments: Share photos/graphics/videos of employees when they win awards. Share milestones of years of service with the company. Anything related to their work life that celebrates them and their achievements is fair game and highly shareable.
  5. Fun Contests: This can be almost anything; a pumpkin carving contest, gingerbread house contest, a paper airplane-throwing contest. Document and share your employees enjoying their time and working together. Take it a step further by asking your social media following to vote on a winner. 


Baby Steps to Success:

Whenever you ask employees to be involved in social media, it is possible that you’ll receive some push back or resistance.

Start slow, find a few employees that embrace social media, and begin with them.

Sharing employee-related content is just one piece of a solid social media strategy.

Test and validate, and find what works for your company and team.

Most companies who have a strong social media presence have been working on it for years. It will take time, but the benefits pay off.

If you want help with social media strategy for your company, give us a shout.


B2B Bubbles

The Top 3 B2B Marketing Lies

Marketers love terms like pain points, validation, social proof — to name a few.

However, we consistently see B2B marketing using tactics based on the idea that “B2B buyers make rational, emotionless decisions.”

Here are our top three B2B marketing falsehoods.

  1. B2B marketing is rational.

If you think a B2B service/product is just a solution to complete a necessary job — you couldn’t be more wrong.

Buyers aren’t strictly interested in the rational benefits of your solution. Instead, they are interested in what the services will make them feel.

Will it make them feel better about making difficult decisions? Will it give them confidence that they are staying ahead of the pack? The emotional benefit provided by your solution needs to be addressed.

You can’t set it and forget it.

B2B marketing is not rational, and emotion is involved throughout the process.

  1. B2B marketing is not financially emotional for the buyers.

Another lie we strongly disagree with is that B2B buyers aren’t spending their own money, so closing a sale is more manageable. This is a common falsehood.

B2B services and products typically have large price tags — the type of price tags that can get people, or whole departments fired if an uninformed choice is made.

Despite the fact that it might not be their own money, most decision-makers do truly want to make the best choice possible for their company, with the best ROI.

With that being said, it is a very emotional process with multiple stakeholders involved. Each stakeholder has human emotions that need to be addressed throughout the marketing and sales process. Money always comes first, with feelings and egos.

  1. B2B marketing is easy.

B2B marketing is challenging in the best ways possible, but it is not easy.

If your product or service doesn’t interest you, it won’t interest them.

Gone are the days of “necessity” and the thought process that “someone needs my B2B solutions, so I just need to make them aware we exist.”

B2B creativity and competitiveness are at an all-time high.

If this is all familiar to you, and you agree with all the items above, that is awesome!

We are here and ready to help your team take your B2B marketing to the next level.

Request our free B2B social media audit and see how your social media presence stacks up.


5 Twitter Stats All B2B Marketers Should Know in 2021

We love Twitter at Smith Social. For some B2B marketers, Twitter can be hard to figure out. With character count limits. Short life spans on timelines. Twitter marketing can seem overwhelming if you aren’t familiar with the network. However, Twitter is an effective B2B platform when you spend time to align the power of the platform with your marketing and sales goals.

Here are five stats B2B marketers should be aware of when thinking about their Twitter strategy.

  1. There are 192 million daily active users on Twitter.
  2. Leading countries based on the number of Twitter users are: United States, Japan, and India.
  3. 52% of American Twitter users access the platform daily.
  4. The age group of 35-49-year-olds is the largest age group of Twitter users worldwide. 
  5. 82% of B2B content marketers used Twitter for organic content marketing in the last 12 months.


Twitter is a great platform for sharing industry-related content, spreading the word about your business offerings, and sharing company news.

Interested in seeing how your Twitter stack ups? Request our free B2B audit or contact us to see how you can benefit from a robust Twitter Strategy. 

Free B2B Social Media Audit

6 Cybersecurity Tips for your Social Media

Cybersecurity is frequently discussed in IT departments to protect company devices and data, however, cybersecurity is rarely addressed in marketing departments. Marketing departments typically manage their company’s social media accounts, and social media accounts are a very popular avenue for bad actors to gain access to company information or to spread malware. Take a few minutes to understand the cybersecurity risks behind social media and the steps your team can take to protect against bad actors gaining access to your social media accounts. 

The Risks

Bad actors love social media because of the large amount of information they can gather from accounts (contact information, location, life satisfaction, political views, religious views, vacations, etc.). According to cybersecurity author and expert, Bart McDonough, bad actors love social media platforms because of the ability to create fake profiles and posts to trick individuals into divulging personal information, handing over money, or infecting devices. Of the billions of users on popular social media platforms, here are the number of fake profiles that exist:

  • Out of the 2.2 billion users on Facebook, 270 million are fake user accounts
  • Of the 328 million active accounts on Twitter, there are 23 million fake bots
  • There are 64 million accounts of fake bots on Instagram (800 million total active users)
  • There are potentially 40 million fake profiles on LinkedIn


“Bad actors look for ways to collect large amounts of data from social media users, and exploit the harvested information to send out personalized malicious posts and messages on a large scale. And it works – 66 percent of spear phishing messages sent through social media are opened. This is more than double the amount of opened phishing emails by victims, which is around 30 percent.”  (Bart McDonough, CyberSmart)


Keeping Your Social Media Secure

1. Delete unused social media accounts – When you’re not regularly logging into a social media account and keeping the password updated, you are increasing the chances of hackers gaining access to the account. Which could lead them to gain access to other accounts or personal information that is tied to the unused profile.

2. Keep privacy settings updated – Social media platforms are regularly updating their privacy settings. If you do not stay on top of the updates they can automatically opt you into a setting. This could expose personal information or posts without your knowledge.

3. Review account access regularly – Consistently monitor who has admin permissions to your social media accounts. Make sure hackers cannot gain access to your company pages by accessing past employees or third-party vendors who are still admins on your accounts.

4. Require two-factor authentication – Two-factor authentication is a great way to ensure your social media accounts are secure. Require all team members with access to your social media accounts to set up two-factor authentication on their profiles whenever possible.

5. Use a password manager A password manager will allow you and your team to use a unique, strong password for each social media account without writing them down or sharing them through email. The primary way hackers access accounts is through the use of the same password on multiple accounts. 

6. Use Facebook Business Manager – Facebook has created a safer, more secure option for managing your entire Facebook ecosystem. It allows your business to control all aspects of your Facebook and Instagram accounts, ad managers, catalogs, pixels, etc. You control who has access to what through easy add/removal options. And, you can set up two-factor authentication to protect it all.

Case Study: How we Doubled our Client’s Website Traffic during a Pandemic

When COVID-19 hit the United States in March of 2020, it forced companies to rethink their digital marketing messages. The unknown of the pandemic and how the economy would respond was scary for brands and caused many companies to hold or press pause on their marketing campaigns. Despite the unknown, companies were leaving marketing opportunities on the table. 

Morgan & Associates is a CPA and advisory firm based in Grand Rapids, Michigan, with locations throughout the state. Their primary focus is to support business owners with expert tax, accounting, and advisory services. They provide regular analysis and insight to business owners to help them make smart business decisions throughout the year. 

Katie L Smith & Company began working with Morgan & Associates at the beginning of 2019 to increase awareness of Morgan & Associates in Michigan and drive potential leads to their website. The social media strategy was to reach successful entrepreneurs and business owners through the sharing of tax news and business-related information that was directly applicable (and exclusive) to the financial well-being of entrepreneurs/business owners through blogs and social media posts. The process would be to build trust with the target audience by first educating about current market opportunities and pitfalls.


Want a custom social media strategy for your business? Contact us today.


Establishing a social media strategy upfront (a year ago) for Morgan & Associates allowed for an immediate shift in their marketing strategy and messaging when COVID-19 made its presence in the US economy. Morgan & Associates was able to use the same social media strategy but shift it to address the current market opportunities and pitfalls that COVID-19 brought with it. We were able to reach entrepreneurs and business owners right where they were, experiencing fear, the unknown, and questions that surrounded COVID-19. We immediately started posting on topics such as: staying safe during COVID-19, what rental owners should do during COVID-19, SBA loans, sick credits, CARES ACT updates, layoffs, PPP, loan forgiveness, etc. 

While other companies were hitting pause on their social media and marketing campaigns, Morgan & Associates quickly pivoted and provided the necessary information to their target audience during an unprecedented time, amplifying their trust-building strategy. The pivot proved successful. Morgan & Associates’ website traffic immediately increased, doubling in months of March and April. 



Without a social media strategy and management process in place, it becomes difficult for a company to successfully pivot in time for a natural disaster, environment change, or an industry shift. Before COVID-19, Morgan & Associates moved their marketing from a guessing strategy into a more calculated environment, setting themselves up to be ready when their environment changed.

Is your Twitter Strategy missing this?

Is your Twitter Strategy missing this?

Crafting the perfect tweet consists of obtaining a sweet graphic or video from your designer, writing a creative 280 character description, having a Call-to-Action (CTA) link that is begging to be clicked on, and scheduling the tweet out on Twitter during an optimized time.

Each tweet takes time, and for your business, that’s company time and resources. Which is why it’s natural to hope for the best results from each tweet. However, if you’re looking at the analytics a day after a tweet is posted and you’re disappointed in the singular results of one tweet, then your Twitter strategy is missing something.

Your tweet didn’t fall short because of its content, but from Twitter’s algorithm not ranking your tweets high enough. Here’s what you need to know about Twitter’s algorithm, and the one change you can make to increase your tweets’ ranking.

The Twitter Algorithm

Twitter has been known for its reverse chronological order for years, however, in 2017 Twitter introduced its first feed algorithm with “while you were away” and “in case you missed it.” Twitter’s “new” algorithm was to help users see relevant content they missed when they were offline. 

Twitter’s algorithm brings a mix of real-time content and content shown based on the algorithms’s ranking of past tweets to your Home feed (unless you turn off the Twitter algorithm on your account).

Twitter’s algorithm is constantly evolving, but when first released, Twitter publicly stated three characteristics the algorithm considers when ranking tweets. They are…

  1. The Tweet: recency, media usage, and interactions received
  2. The Author: past interaction with author, strength of connection, origin of relationship
  3. You: tweets you found engaging in the past, how often and heavily you use Twitter


Twitter Reposting Schedule

Every time you open your Twitter app or refresh your feed, Twitter is scoring every tweet from the people you follow to determine what tweets will be shown at the top of your Home feed. Changing the feed every second, in real time.

This is the same for your target audience’s Twitter. So when you post your tweet once, you leave too much up to the “fate” of Twitter’s algorithm. If you want your content in front of your followers regularly, you need to be repeating your tweets on a consistent basis.

At Katie L Smith & Company, we use a simple reposting schedule that sends out the exact same tweet, not once, but up to seven times during a 12 month period. This reposting strategy guarantees an increase in the reach of a single social media post.

For example:

Post #1 receives 40 impressions

Repeat Post #1 receives 30 impressions

= 70 impressions total

The reposting schedule we recommend for Twitter:


A Quick Note: When following the above reposting schedule, remember to consider the shelf-life of your content. Consider how far into the future the post will remain relevant to your target audience. Will it still be relevant in 24 hours? Next week? Next month?, etc. Once the content reaches its relevancy expiration date, remove it from your reposting schedule.

A reposting schedule is just one piece to a well-rounded Twitter strategy that touches on only a portion of the Twitter algorithm characteristics. If you are interested in learning how you can obtain a well-rounded Twitter strategy and have your tweets rank higher and get seen by your target audience, fill out the contact form below, and our social media strategist will be in touch with you!

The B2B Social Media Strategy that Works

The B2B Social Media Strategy that Works

Prior to planning out your social media strategy, it’s important to first understand where social media fits into your sales and marketing process. Once you visualize this, you will bring more purpose to your posting.

“When we do Influence Marketing well, we widen the funnel at the top.”  – Anonymous

Social media is a tool to increase awareness and influence of your company and brand. And when you play to this strength, you can load up the top of your sales funnel with potential new leads.


In the sales funnel above you can see social media fits well at the very top under the Awareness stage. The Awareness stage is where “strangers” (or your target audience) are first introduced to your company. Where they receive their first impression of you. Tools under the Awareness stage can include: Google searches, SEO, web pages, blogs, and social media. 

From the first awareness (or subsequent), you drive your target audience into the second stage of the sales funnel, or the Consideration stage. Driving people from only “seeing” your content to engaging with it and seeking more.


The B2B Social Media Strategy

Now you can map out your social media strategy to fit the journey your potential leads (target audience) take from not knowing your brand to their first awareness on social media and into consideration of your product/service. 

Below is an outline of the B2B strategy that we use for our clients and have found success in. Spend some time brainstorming and outlining each section. If you have any questions or need assistance, please reach out. 



The blueprint sets the foundation for your social media. It identifies who you are, who your target audience is, and how you will be speaking to your target audience on social media. You will want to…

» Identify who you are and what you provide to clients.

» Identify who your target audience is on social media. 

» Identify your brand’s voice and tone for social media.

» Identify the specific pain points your target audience is experiencing.


Posting Strategy

The posting strategy outlines the specifics to the day-to-day operations of your social media accounts. As a team you will need to decide upfront…

» What you want to accomplish on social media (your goals/objectives).

» What social media platforms will work best to reach your target audience and achieve your goals.

» How often you will be posting on each social media platform.

» What type of content you will be posting on your social media accounts.


Content Strategy

The content strategy dives into the plan for reaching your target audience on each of your designated social media platforms. By using your messaging and content and keeping your goals in mind…

» Lay out the “big idea” for each social media platform.

» Lay out which type of posts will be published on each social media platform.

» List the KPIs (key performance indicators) for each social media platform.



Do the hashtag research. Each social network’s hashtags differ, so you’ll want to lay out your industry hashtags ahead of time for each social network you will be posting on. You’ll want to…

» Research the popular industry hashtags being used on each social media platform.

» Research the fastest growing industry hashtags on each social media platform.

» Research location based hashtags that are related to your business.

» Research some general popular hashtags that fit well into your social media strategy.


Industry Influencers

Industry influencers are people or companies who are the experts and industry leaders in your business field. Knowing who your industry influencers are can help you stay in the know, add expert content to your social media strategy, allow you to engage with them on social media, and advertise to their followers. 

» List out the industry influencers your company can connect with.

» List the social media networks of each industry influencer.


Paid Advertising

Social media is a pay-to-play environment. Social media platforms like Facebook utilize the willingness to pay for ads as a determining factor between an actual business account and spam account. Having a plan for consistent monthly advertising spend will help to play towards the social networks algorithms and help to boost your overall monthly analytics. You will need to decide…

» What is your monthly budget?

» What will be your campaign objectives?

» What type of content will you promote each month?

» How long will your campaigns run for?



When you set a goal, it is important to follow it up with trackable KPIs (Key Performance Indicators). Avoid falling prey to vanity metrics and lay out your social media KPIs in advance. Here are some common B2B KPIs…

» Impressions – the total number of people who had the opportunity to see your content in their News Feeds.

» Clicks – the number of times people clicked on your content to engage with it.

» Outbound Clicks – the number of times people clicked to a blog or landing page.

» Engagement Rate – the total number of engagements divided by the total number of impressions.

» Leads – the number of new contacts, forms submissions, downloads, etc.

Don’t Fall Prey to Vanity Metrics

Don’t Fall Prey to Vanity Metrics

It’s surprising how many B2B business owners and marketing managers get caught up in the wrong social media metrics. 

And, you might be one of them. Here’s how to know…. Do you get hyper focused on a few of the public facing analytics – the number of “likes” and followers your social accounts have? Do you only look at your profile pages to judge the success of your company’s social media efforts?

If your answer is even a slight ‘yes’, then you might be spending too much time on vanity metrics.

Vanity metrics are the metrics that make you look good to others but do not help you understand your own performance in a way that informs future strategies.

Vanity metrics can be important. They are certainly important to large consumer brands (like Starbucks) and Instagram Influencers, but they do not hold much weight in B2B marketing.

We won’t say to never look at your social media account followers or post likes, but there is so much more depth in other social media analytics than in vanity metrics. Understanding the analytics that matter will help you better judge the success of your social media efforts.


Here are the 5 B2B social media metrics that matter:

  • Impressions – the total number of people who had the opportunity to see your content in their News Feeds.
  • Clicks – the number of times people clicked on your content to engage with it.
  • Outbound Clicks – the number of times people clicked to a blog or landing page.
  • Engagement Rate – the total number of engagements divided by the total number of impressions.
  • Leads – the number of new contacts, forms submissions, downloads, etc.


Focusing your social media efforts around these five metrics will help you to see past the vanity of social media and into the true power that social media provides for your company.

For example, would you rather have your Twitter post receive 1,000 likes…

  • A high number of post likes (Vanity Metrics)
  • No opportunity for people to learn more


…or 1,000 post clicks to your website?


  • A low number of post likes (Vanity Metrics)
  • High probability for link clicks and new leads; in this case 14-day free trials


My guess, 1,000 clicks to your website is much more valuable. That’s 1,000 potential new people to your website who took the opportunity to gain further access to your content or learn more about your products/services. And, if you have an inbound marketing strategy, that’s a HUGE opportunity to get those 1,000 people into your sales funnel.

Don’t get overwhelmed with this list of metrics. There are easy and simple ways to measure them. There is no shortage of services that help, at Katie L Smith & Company we use Traject Social.

8 Ways to Protect Your Social Media Brand in a Crisis

8 Ways to Protect Your Social Media Brand in a Crisis

When a crisis hits, whether it’s internal (financial, personnel, etc.) or external (natural disaster, sickness, etc.), your company needs to respond. You have the responsibility to take care of your team, customers, shareholders, and the safety of the general public.

The recent events of COVID-19 has left businesses and organizations scrambling to develop a public PR response in a very short time period, and many are turning to social media as the frontline of communication to reach the mass majority. Social media is providing an easy avenue for companies to share their company-wide message as well as ongoing updates. However, this sudden shift into the unknown can leave a company feeling vulnerable about their brand. As the crisis increases so do the emotions, opinions and conversations online, and an underprepared company can be left feeling naked and afraid. 

These feelings are very real during a time of crisis. Any misstep online can be detrimental to the future of a brand. The last thing your company needs during a crisis is a PR situation on its hands because of carelessness or unpreparedness.

Here are eight steps your business or organization can take to safely protect your brand during COVID-19:


Review Social Media Account Access

Take a minute and visit the admin access pages on each of your social media networks. Make note of who has admin rights to each account. Is this information currently accurate and updated? Update it right now and make a note offline of who has access to which accounts so you can revisit later.

*Every business should stay in complete control of their brand’s social media accounts. Make sure there are enough levels of management with access to help prevent from loss of account access.


Increase Account Security

Social media accounts are providing more and more security measures to help protect against cybercriminals and account loss. Use them! From two-factor authentication to login alerts, these will help to ensure the safety of your accounts during uncertain times.


Establish a Line of Communication with Customers

The worst thing your business or organization can do during a crisis is cut off all communication with your customers. Make sure to communicate how your customers can contact you during the crisis. Social media networks do provide private messaging tools. Make them available!  And, make sure you have designated staff members monitoring and responding to messages in a timely manner. The last thing you want is to lose a percentage of customers because they were unable to contact you.


Limit Public Conversation on Platforms

When emotions are high and topics are sensitive, adding additional protection to your social media accounts is not a bad thing. Visit your account settings on each platform and make adjustments on how people can and cannot communicate and engage with your pages.

Here are some setting options broken down by each platform.

*If you’re looking to limit conversation and keep one line of communication going, follow the steps under recommendation.


Visitor Posts: Decides if visitors to your page are allowed to post, share photos and videos, etc. Recommendation: Adjust settings to require approval first or disable.

Message: Allows people to contact your page through private messaging.
Recommendation: Turn on

Tagging Ability: Allows others to tag photos and videos published by you.
Recommendation: Disable

Others Tagging this Place: Allows people and other pages to tag your page in content.
Recommendation: Disable

Page Moderation: Blocks posts or comments that contain specific words.
Recommendation: Limit the conversation on your page surrounding specific topics by uploading a list of keywords related to the crisis. Here is our keyword list for the Coronavirus. 

*Note: Facebook does not allow you to turn off commenting on posts all together. The best way to limit comments is by uploading a list of keywords. 

Profanity Filter: Blocks the use of profanity from your page.
Recommendation: Set to strong.

Live Commentary: Doesn’t allow people to go live in your watch party when one of your videos is playing.
Recommendation: Turn on


Turn off Commenting: Turns off all comments for individual posts.
Recommendation: Turn off comments on specific crisis related posts.

Comment Controls: Limits comments from everyone, hides offensive comments, or restricts the use of specific keywords in comments.
Recommendation: Limit the conversation on your page surrounding specific topics by uploading a list of keywords related to the crisis. Here is our keyword list for the Coronavirus. 

Tagged Posts: Sets manual approval for posts your account is tagged in.
Recommendation Turn on

Story Controls: Determines who can reply and share your stories.
Recommendation: Limit or turn off


Commenting: Allows comments on specific posts.
Recommendation: Turn off if necessary


Photo Tagging: Allows people to tag you in photos.
Recommendation: Limit or disable photo tagging.

Direct Messaging: Filters who can send your account direct messages.
Recommendation: Turn on ‘Receive messages from anyone’, and you may want to turn on the quality filter as well.


Review Upcoming Scheduled Posts

A crisis is stressful and busy, but don’t forget to review the current social media posts scheduled to go out that week and in the proceeding weeks. You don’t want to be the business or organization that neglected to remove a post that portrayed insensitivity during a crisis. Move any scheduled posts back to draft status and save it for when things settle down.


Pause Any Unnecessary Ads

Same goes for your scheduled paid advertising. Review your ads and determine their relevancy during this time. Running paid campaigns is not wrong during a crisis, business must go on, however you want to use an extra lens of sensitivity in your promotion. Hit ‘pause’ on any irrelevant ads and pick them back up when the time is right.


Address the Crisis on Social Media Channels

Like previously mentioned, silence can do more damage. It is important for your team, customers, shareholders, and sometimes the general public to hear from you during a crisis. Each business will differ slightly in their messaging but a simple statement of your awareness of the crisis and your protocol moving forward will go a long way in protecting your brand.


Be Sensitive!

This point we cannot stress enough. Emotions are high right now. Be respectful and sensitive to what you are saying on your social media channels and how you are promoting your business during the crisis. There is nothing worse than you shooting yourself in the foot because you launched an insensitive social media campaign that alienated your customers.


Having a social media crisis management plan in place prior to a crisis should be the ideal goal for every business and organization. As you work through the above eight points, make notes to go back to later when developing your own social media crisis management plan. Having a plan in place will help to establish what preventative measures need to take place, who is responsible for enacting those measures, and how your business or organization will respond to the situation in a timely manner if/when a crisis did occur.  

No one wishes for a crisis to occur. But they happen. And when they do it is best to be prepared as a business. Social media is just one part of your business that needs to react and respond when a crisis happens. Take the pressure off of your marketing team and leave the social media crisis management to a team of experts. When you hire a third-party social media business like Katie L Smith & Company to handle your day-to-day social media operations, you can rest assured a team of experts are monitoring and protecting your brand’s online presence every step of the way. Crisis or no crisis.

Interested in a FREE Consultation? Contact us today!