We joined The Social Element as they hosted a webinar on ‘Social Navigation’ talking us through how to most effectively handle communication on social during this unprecedented time. 

Kate Hartley, author of Communicating in a Crisis, explained the uniqueness of what we’re facing as “it’s not a sector, it’s not a country - it's the world.” As a result, no one has done anything wrong and therefore it’s not something we could have fixed or ever planned for. 

What can be done is how we manage it. To communicate with your employees you have to have empathy. As a framework for empathy Kate said we can follow 4 key steps from the work of Professor Theresa Wiseman; ones originally developed for nursing:  

1. To see the world as others do 

2. Understand people's feelings and why 

3. Be non-judgemental

4. Communicate all that understanding 

Many often fall short when companies try to communicate their messaging without putting themselves in their customers’/clients’ shoes. What is important to us has suddenly shifted, be it financially or a loved one becoming sick. So should our marketing communications shift with it? This is why Kate puts such an emphasis on empathy.

Tamara Littleton, CEO of The Social Element and an eternal optimist, led us down the path of positivity as she pointed out the silver linings of it all. So many brands have already heartened us with what they’re doing. From Ford changing over their production line to new respirators to Decathlon converting their snorkelling masks into ventilators. Tamara said it’s going to be very hard for those brands to go back from showing that level of compassion. 

And not only with brands, as she also explained how it’s forging stronger connections with our employees too. Meeting team members with kids on their laps, introducing people to the family pets, we start to question is this a bad thing? Or is it, in fact, making business more personal - will we and should we ever come back from this? 

Ian Edwards, Planning Director at Facebook, recognised it’s not without its difficulties as he balances work Dad with professional Dad, but believes as remote working becomes the new normal it will open up more opportunities for where and how people work in the future. 

He is constantly being blown away by the sheer selflessness being shared throughout the Facebook community right now. As many of us join local groups we are starting to see society becoming kinder and getting to know those people living locally around us.

Although he couldn’t directly address questions around brands spending more on social, he acknowledged how the nature of communications is evidently changing. We must all review the previous messaging to ensure it’s sensitive, relating back to Kate's emphasis on empathy, but be aware that one size doesn’t fit all. 

News this week broke that Coca Cola were pausing all marketing in the UK due to the uncertainty caused by the crisis. Although Tamara understands this decision, she said every brand is different. It’s all about timing but brands are not just here to sell, they connect with society for all different reasons. 

We will remember those brands that stepped up. Marks & Spencer’s strong presence in the war has proven how that connection with the brand has stayed strong since, said Tamara.  So everything brands are doing now will affect them in the years to come, and essentially ensure they are the ones that stay with us. “It is about legacy” and who will be remembered in the future.

Kate said it’s important however that you don’t simply change your values to fit with the current climate in an undoubtedly cynical move, as she commented on Sports Direct’s sudden change as ‘essential service to keep the country fit’ to try and grasp a last-minute boost to revenue. 

Joining the latter part of the discussion was Amber Kirby, Director of Brand and Customer Experience at Eurostar, who said frankly how being in travel it’s really difficult where relatively thin margins are being tested. Internal communication has been essential and she commented on the challenges of head office to understand the exposure the front line staff experience through keeping the essential journeys running. 

For Amber, Eurostar’s values have not changed: We’re connected. We’re caring. We’re ambitious. So when talking about marketing communications it is their values which will lift them up. She said they’re not making it up now, it’s true to their brand.

They’re reaching out and making sure they’re connected to Europe and the people. As little as ten passengers may be on one service but their ambition is to keep that burning light of the future. They see it as their duty as this could be someone’s last chance to get home or connect with a family member. 

Amber powerfully went on to say “this will be over, I can't tell you when but it will - over in a new world and new way where we all have to adapt.” Three months sounds daunting, but they’re ambitious to keep the spirit and motivation alive.

What we can take away is that it’s imperative to get the balance right, communication is key and an understanding that everyone has their own things going on right now. Wendy, Chief People Officer at The Social Element, lets us know production may not be as high some days but that’s okay. “Great creativity comes when you have restrictions,” and for those brands with the ambition to make a mark now and in the future, a lot of creativity is expected to come out of the industry.