How to Manage Social Media During COVID-19: What to Post Right Now

Knowing how to publish quality content during normal times is one thing, but being able to do it during a crisis like the COVID-19 pandemic is entirely different. While it may be more chaotic and confusing, just know that you are not alone.

It can be challenging to know what to post that is engaging yet sensitive to the situation. We’re showing you how to get your tone of voice right every time, from our webinar on managing social media through times of change!

The #1 Content to Avoid: Cliches

Even if you feel like you’re setting the right tone with your social media content, if that tone is the same as everyone else, no one is going to take notice of you. You want your content to sound sincere and meaningful, specifically aimed at your specific audience. 

The Key to Getting Your Content Right: Tone of Voice

To stand out, you need to find your unique message and tone of voice. Below are our top 5 tips to help you focus on the right tone of voice for your social media audience.

Focus on What’s Important to Your Audience

To truly hone in on what your audience wants to see on social media, you need to put your organisation’s concerns second to your audiences. Forget about the messages you’re trying to push, and start thinking hard about what your audience cares about right now. 

If you haven’t already, you need to start developing your empathy; this will help you put yourself in the minds of your audience, to truly understand them. What are they worried about right now? What’s keeping them sane?

Get Creative With Your Message

Just like avoiding cliches, you need to differentiate yourself with a tailored message for your audience. Find an angle that makes your organisation unique, and that your audience can relate to. 

Bridal store Pronovias understands that its customers are worried about whether their wedding will go ahead, and whether they’ll be able to get the dress they love. To acknowledge these feelings, they posted about not giving up on your dream and being there to support brides through difficult times.


Create Your Own Good News Stories

There’s a reason that doing good feels good! Giving back to your audience or the community can fill you with a sense of pride for your organisation, as well as showing your audience that you genuinely care.

Can your organisation donate time or services to vulnerable people, key workers or other members of the community?

Show Real People Doing Positive Things

People love to see positivity on their social media feeds right now. Show images of real people doing good things in the community to give your audience a bit of ‘feel-good’, at a time when they need it most. 

Organisations are made up of teams of great people, so look to them for your stories. Linc Cymru Housing Association did just that by posting a photo of one of their team members delivering food to vulnerable tenants.

Linc Cymru Housing

Don’t Be Afraid of Humour

Even during the COVID-19 crisis, humour is not impossible. If you know that you can bring a smile to your audience’s face in a way that is sensitive and appropriate, go for it! It may be precisely what your audience needs to see to get them through the day.


The key to getting your content strategy right is to put your audience above everything else. Empathise with the experiences that your audience are going through and write content that will resonate with them. Want more best practices and examples? Check out the full webinar recording, available to watch on-demand right now.