The impact of Social Media during COVID 19 – On people & businesses
If the craze for social media was high before COVID 19, it has now reached a skyrocketing level. In the past month alone, social media traffic has increased by over 70%. Online streaming companies had to reduce streaming bitrates to avoid traffic congestion.
Since everyone is online and has an opinion on everything, social media feels clustered today. The impact of aggravated use of social media could be a boon or a bane; it depends on how we use it.
During these trying times, when newspapers are being avoided, and not many people trust the national news channels on TV, social media is being used as a news source by people. The sheer increase in the circulation of fake news across the social media platforms is concerning, to say the least.
For instance, a viral Facebook post advised drinking water every 15 minutes to flush out the virus in the system. Yet another post promoted drinkable silver as a cure. Both have been proven false, since.
Having said that, there has not been a better time or situation for businesses to increase their growth. We at Alloy, handle the marketing for clients across different industries, including B2B and B2C businesses. We have observed that the cost per engagement and cost per click has reduced drastically. We’ve advised our clientele to focus on bringing up practical solutions and share good content online now, to increase traffic.
For one of our clients, a steel construction company, we used LinkedIn to promote their new product of steel structures for quarantine facilities, isolation wards, and testing centres. This would help boost up India’s healthcare system, helping us in our fight against COVID 19. To take this forward, we had to catch the attention of high ranking government officials and industrialists.
We connected with different people working with the Ministry of Steel and the Union Health Ministry on Linked In and Twitter, wrote them messages, and pursued them, along with running In-mail ad campaigns to the target audience. This helped us generate good leads for them that enabled them to take the projects further.
We also found people on Twitter to connect with including industrialists such as Anand Mahindra or Ratan Tata and the official handles of the ministry, and tagged them frequently on our posts. We engaged with these profiles, so as to leverage the maximum effect of their audience, in an attempt to increase the organic reach.
Entrepreneurs are also using the current situation to do something meaningful. Amit Jain, the founder of Mitti Ke Rang, a Pune-based women empowerment NGO, is a great example. As an avid networker, who loves making new connections, he has been traveling across India on a shoestring budget to grow his network during this pandemic by reaching out to people at the grass-root level.
With everything under lockdown in the country, he realised that the daily wage earners and labourers are the worst hit. Mitti Ke Rang, in conjunction with an NGO dealing with labourers, ran a fundraising campaign to raise INR 1 million. They raised it all in a mere nine days using just social media. Their first step was to ask people to contribute to their cause, and a lot of them pitched in because of their connection with Amit.
After the initial buzz died down, they started the INR 100 campaign, asking all their contacts to contribute only INR 100. With over 4000 contacts of Amit, it did not take them long before they became viral and achieved their target, with some paying more than INR 100.
The success of the fundraiser is the success of humanity. Such positive news moves us and shows why this is a time to think “we” instead of “me.” It also shows us the immense power of social media and how, if put to good use, it can work miracles!
Businesses should come forward and utilise the immense potential of social media and online marketing during these dire times. But make sure the content you share is relevant to your target audience and that it creates a positive vibe to the user.
For help and support with your digital marketing, contact our team at Alloy.