How has social media impacted the government’s management of coronavirus? At a time when information – and misinformation – spreads faster than ever before, government agencies need to take a closer look at social media. Now an established communication channel for citizens and consumers alike, social media can present major issues for those that don’t participate online. As the coronavirus pandemic shows, while social media can see false information shared, it is also the only way to ensure the right messages are heard by those who need them. The answer is not to avoid or criticise but to participate.
Coronavirus, social media and the battle for truth.
Have you heard about the ‘Bureau of Diseasology’ in Parramatta?
According to Facebook sources, the ‘Bureau’ is a health authority providing updates on the spread of novel coronavirus across New South Wales.
It’s just one of the many false statements floating around the web causing hysteria among local communities. Like the news release from Queensland’s Department of Health – also fake.
But how should the average consumer know what’s true and what’s false, quickly? Particularly when they’re swamped by global media coverage reminding them of a rising death toll and new cases in a growing list of countries. Not to mention the threats associated with Chinese New Year celebrations and families returning from holidays for school.
In this stressful and emotionally charged time, it’s easy to make mistakes.
When information – and misinformation – spreads faster than ever before, the ‘Bureau’ represents a new threat to every organisation. One that can’t be avoided.
When accessibility trumps authority, avoiding social media is not a strategy.
A little while ago I was working with the Board and Executive of a large financial services organisation worried about a potential social media crisis.
Without specialist staff experienced in online issues management, the leadership group felt unprepared. Without proper measures in place to monitor online conversations, they felt exposed. Without branded social media channels to engage consumers, they felt disempowered.
This last aspect was telling. Faced with an imminent crisis, the leadership group really didn’t have much choice. They weren’t part of the social media communities relevant to their organisation and industry and were therefore invisible online. Social media authority and trust cannot be manufactured overnight – you need to build a presence before a crisis hits.
But they weren’t the first to find themselves in this situation.
Sadly, social media is rarely considered an important reputation driver and means to limit brand risk until it is.
Suddenly, when a crisis does hit, all the basic benefits that come with social media participation – brand credibility, community access and influencer engagement – are communication tools that cannot be leveraged.
By avoiding social media – or even paying it lip service – organisations surrender the right to influence and inform online communities.
What can government learn from the coronavirus crisis?
The coronavirus situation highlights some important truths and social media lessons for government and commercial organisations alike.
1. People are sceptical of government institutions. Trust levels are low for most government agencies worldwide. This is particularly problematic during those times when authority and credibility are most needed – we have already seen how citizens react to what’s shared in their circles sooner than traditional authorities.
2. People are ‘lazy’ in the digital age. Why find information when it can find you? Social media makes it incredibly easy to receive and spread information. It is vital for traditional authorities to both monitor conversations and have a presence online to correct misinformation and limit risk, knowing that most people are more likely to share than fact check.
3. People expect you to be present in their world. Building on this second truth, if nothing else, the spread of fake coronavirus content showcases humanity’s inherent need to post, participate and feel included online. Right or wrong, it’s a truth. Rather than pointing the finger, organisations would benefit from getting alongside citizens online to help them access the right information via the right channels – where they’re active.
Even if you’re yet to recognise the value of social media, citizens or consumers already have. The risks that come from community disengagement and disconnect can be addressed immediately by taking steps to participate online. The coronavirus crisis reminds us all it’s worth having another look at social media.
Social media & coronavirus: Want more?
Continue exploring Propel’s latest thoughts on how to best manage social media during and post the coronavirus pandemic by checking out our ‘COVID-19 Social Media Hub’ including this latest post:
‘How should my organisation or government agency use social media during the COVID-19 pandemic?’ It’s the question every social media, communications, corporate affairs, marketing and service lead is asking right now. As the situation continues to change daily, getting the social media basics right now is vital to ensure you can take fast, decisive action in the future. Particularly as enforced travel bans, retail restrictions and social isolation measures take hold and consumers worry further. Propel recommends reviewing social media listening, customer service resourcing levels, internal collaboration – particularly in a virtual setting – and tailoring social media messages to consumer concerns. This post provides practical advice for those looking to minimise reputational risks and customer impact during uncertain times, as Roger Christie at Propel explains.
