To ‘gram or not to ‘gram may not be the most pertinent question at the moment, but it's certainly one we are getting asked a lot. There’s no rule book for a situation like this, though some crisis communications guidelines may help you. All businesses are finding their feet with what they should and shouldn’t be communicating at the moment. Everyone is trying to keep their heads above water, but what’s a brand to do when your 20% off partywear sale communication plan is necessary to you, but no longer relevant to customers at best, and potentially inappropriate, crass and brand damaging at worst?
The UK’s supermarkets and their staff are really coming through for the public at the moment. They are also nailing their social media output. We’ve taken a look at Tesco, Waitrose, Sainsbury's and ASDA to demonstrate how they’ve tailored their social media communication since the UK introduced formal social distancing measures.
Using this insight will help all retailers whether they are essential or not, pay attention to the kind of content that is working and the kind they might want to reshare.