Solace on Social - Learning Valuable Lessons in a Difficult Time
COVID-19, novel coronavirus, whatever you want to call it, is the ultimate disruptor. It has thrown much of the world into a state of emergency that has been likened to ‘wartime’. The increasing number of infections and deaths bombard our newsfeeds on a daily, if not hourly basis. It’s a worrying time.
That said, there are positives emerging from this time of global pandemic. The world is on pause which has resulted in rivers in Venice running clear for the first time in decades and the number of good quality air days in China increased by 21.5% in February.
While the social media space cannot be labelled a toxic-free zone just yet, the COVID-19 situation has seen platforms being used to spread a sense of hope and solidarity.
That said, there are positives emerging from this time of global pandemic. The world is on pause which has resulted in rivers in Venice running clear for the first time in decades and the number of good quality air days in China increased by 21.5% in February.
While the social media space cannot be labelled a toxic-free zone just yet, the COVID-19 situation has seen platforms being used to spread a sense of hope and solidarity.
Amplification of Gratitude
Researchers in Positive Psychology have found that gratitude and happiness are always strongly correlated. There are sections of the workforce who cannot work remotely or phone it in. They are of course, those at the ‘frontlines’ – the medics, the supermarket workers, the delivery drivers, the police force etc. The feeling of gratitude for the sacrifices they are making is being echoed on social media platforms throughout the world.
And rightly so, many people in my own life are working in hospitals and clinics. It is comforting to see the social media landscape awash with images and messages of solidarity and support. Users are also able to catch a sobering glimpse of the realities of life for healthcare workers in real time, as demonstrated in this powerful Facebook post from an ER nurse in Ireland, which at the time of writing has been shared over 80,000 times.
Creating Networks that Matter
Office workers have for the most-part been assigned to remote working or laid off in the past weeks. Parents have to juggle conference calls with child-minding duties. Those that have lost their jobs have to juggle paying for food and rent with less money. Each circumstance presents particular challenges, but also new opportunities.
Professionals on Linked IN are collaborating in order to come up with solutions to deal with the issues presented by COVID-19. As this article from PR Week demonstrates, PR professionals have formed a group on the platform to assist with disseminating information from reliable sources and offering advice on how to communicate to staff and clients. In a time where peoples’ lives have been thrown into chaos and confusion, the need for clear and cohesive communication has never been so pertinent.
Linked IN users are taking to the platform in an individual capacity to offer tutorials and support to other users who find themselves in need. Owning a business can be a roller coaster at the best of times, and people in that situation feel this stress more acutely now. Here is a post from a software developer in Dublin, which offers light at the end of the tunnel.
Professionals on Linked IN are collaborating in order to come up with solutions to deal with the issues presented by COVID-19. As this article from PR Week demonstrates, PR professionals have formed a group on the platform to assist with disseminating information from reliable sources and offering advice on how to communicate to staff and clients. In a time where peoples’ lives have been thrown into chaos and confusion, the need for clear and cohesive communication has never been so pertinent.
Linked IN users are taking to the platform in an individual capacity to offer tutorials and support to other users who find themselves in need. Owning a business can be a roller coaster at the best of times, and people in that situation feel this stress more acutely now. Here is a post from a software developer in Dublin, which offers light at the end of the tunnel.
Linked IN itself is offering people who have been affected economically by the COVID-19 situation free premium memberships.
The global quarantine is inspiring us to be there for one another, in ways that the awkward conversations at the latest industry workshop never will. Linked IN is the stage where professionals are playing their part.
The global quarantine is inspiring us to be there for one another, in ways that the awkward conversations at the latest industry workshop never will. Linked IN is the stage where professionals are playing their part.
Connecting Communities (but for real this time)
Social media platforms often brand themselves as being the ultimate sources of connection with the world. While this may have come to pass in the age of the smartphone, evidence indicates that our use of these platforms is leading to increased levels of isolation and mental well-being challenges. However, in the era of COVID-19, platforms are being used to offer assistance to the community.
It has often been said, that the sense of community is dissolving in the modern era. This is particularly true of urban areas, however Whatsapp groups are being set up by neighbours to offer support to the elderly at this time when they may not be able to leave their homes. Posts reflecting this on local resident pages make a refreshing change to warnings about break-ins and anti-social behaviour.
Big Support from big Brands
Many bigger brands are also using their platforms to promote mental well-being during these unprecedented times as opposed to their products. Wellness apps, Simple Habit and Headspace are offering free subscriptions to people who have lost their jobs and medical staff, as this piece from Ad Age outlines.
Thai-food outlet, Camille offered free virtual cooking classes for Mother’s Day as the typical option of taking Mammy out to lunch is not viable this year.
Thai-food outlet, Camille offered free virtual cooking classes for Mother’s Day as the typical option of taking Mammy out to lunch is not viable this year.
They stream free yoga classes on their social channels too.
Nike used their social channels to encourage followers to respect social distancing for the safety of others with the powerful, ‘play inside, play for the world’ message. They are also pledging $15million dollars to aid the response to the outbreak.
Nike used their social channels to encourage followers to respect social distancing for the safety of others with the powerful, ‘play inside, play for the world’ message. They are also pledging $15million dollars to aid the response to the outbreak.
Lessons for a Post COVID-19 World
As marketers, what can we take from all of this? While I would not propose that social media has transformed completely in this current situation – platforms have seen an inordinate amount of disinformation being spread, almost as worrying as the virus itself. I do think that brands, people and groups are using social media in a very positive manner at the moment. Perhaps if we can take that feeling of solidarity and authenticity with us as we emerge from quarantine, the social media space, like the Venetian canals and air in Beijing, will be a little less polluted.