5 Tactics for Adapting Your Social Strategy During a Crisis

In today’s world, social media is one of the most, if not the most, important communication tools. It’s a way to instantly connect friends and family, while also giving a voice to companies in a way that was previously only achieved via advertisement and press release. Developing a social media strategy for your business is no easy feat and requires levels of foresight and brand awareness—the only thing that could make it more of a challenge is when a crisis arises and suddenly, the entire plan needs to be reevaluated. 

As we’ve all seen during the COVID-19 crisis, brands have been venturing into uncharted waters to adapt to the times. Some have done this effectively, some not so much. 

The best way to adapt at a moment’s notice is to be prepared, which is why we have compiled our five top strategies to keep your head afloat during tricky times. 

Streamline Information to Ensure Consistency

During a time of crisis, information is constantly changing and updating, even on an hourly basis. Therefore before any information can be disseminated, streamlining your internal communications is foremost. With different people acting on different social channels, one employee on Twitter could be replying to a follower with yesterday’s news, while another is posting an updated response from your CEO via an Instagram story. Clearly, this would look unprofessional and confusing to anyone trying to get updated information, which is why having a plan in motion is so important. 

Start by having a clear hierarchy of what information should come from whom. Massive updates, for example, may look better from the voice of a CEO or President, while customer service responses can continue as normal. If confronted with a difficult question via, say, Twitter DM, who should your employee turn to for a clear answer? 

A good way to ensure that your company’s senior management is not suddenly bombarded with social media queries is to use a single place to communicate company-wide updates—a morning Zoom call, a constantly pinging Slack channel…explore different options before it’s necessary to see what works best for your company. 

Reevaluate Existing Social Media Plan

It is important to remember that a crisis is not normal and posting as if business is working as usual looks irresponsible (and makes it seem like senior management is burying their heads in the sand). Start by acknowledging the crisis from the get-go across all channels. Then, look at your scheduled posts and focus on the next two weeks of your social media calendar. If the post could in any way look tone-deaf, rethink it. Social media sites can be a brutal place, and even if one previously scheduled post makes its way onto someone’s feed, it could be a damage-control nightmare. 

This isn’t to say that every single part of your social media plan needs to be re-written or deleted. A lot of the time, many of the great ideas your team had scheduled can get moved to later down the pipeline, once things have calmed down. That’s a silver lining to a crisis, as it means tomorrow’s great work is already done for you. 

If you have posts that are time-sensitive (and still applicable during whatever crisis you may be in), a simple re-write can make whatever was being promoted still appear to the masses as appropriate. To achieve this, look at your crisis-related posts, and make sure the language fits. You don’t necessarily have to acknowledge the crisis in every post, but please ensure you have removed any jokes or humor that could be taken in the wrong way. 

Remember: Don’t scrap everything at once. As stated earlier, part of being in a crisis is the fact that information is going to be changing as you go, so working two weeks at a time is a good way to stay on top of things without massively altering your strategy all at once. 

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Remember to Engage

Social media is a tool to have a dialogue with your followers, not simply a platform to preach information. Maintaining engagement reminds followers that amidst a crisis, there are real people on the other end, ready to answer questions and address concerns. 

However, this doesn’t mean you should wait until posed with a question to give an update. If, for example, it hasn’t been decided if an event or launch will be postponed or canceled, it’s okay to be transparent with your audiences and let them know exactly that. Comforting audiences with an update, even if it’s a ‘We have not yet decided’ is so much stronger than silence—there are few things that look worse in a comment section than hundreds of questions being ignored. 

Identify Niche Market to Better Support Your Customers

During a crisis, it’s important to remember what it is that your company does best. Whether that is selling discount airline tickets, performing ballet recitals or making street-style tacos, every brand has something that makes it unique. Use this identifier to better target your response and help your followers in a way that sets you apart from other companies. 

Note: This does not say to use a crisis as an opportunity to sell. Using a pandemic, or crisis of any sort, to capitalize on is shameful and could end up damaging your brand far worse than the crisis was ever going to. 

It’s okay, though, to continue marketing yourself. Figuring out what you offer, specifically to your community, will make navigating your response so much easier. This could mean anything from discounted prices to extended customer service operating hours and donating supplies to those in need. 

Remember to Implement a Positive Brand Voice

It is so important that during a crisis, when there are so many different moving parts, to remember your brand identity and voice. During a tricky time, whether that be a global pandemic or a crisis from within your own company, it can be easy to throw the identity of your brand out of the window and do damage control from behind a corporate mask. 

This isn’t to say that the tone of your posts needs to be outwardly peppy—as described earlier, acknowledging the crisis is one of the most vital steps in managing it. However, there is a difference between giving customers humor and wit, which will undeniably come off as naïve and inappropriate, and informed positivity. 

Crisis can be scary for everyone, and it isn’t something anyone wants to plan for—but by being prepared, if the time comes, you’re ready for the storm. 


Now is the time to focus on utilizing social media to market your business––it’s inexpensive and accessible anywhere, making it the ideal platform for right now. Unsure how to use it to your advantage? Sign up for our Social Media Cram Session for tips and tricks on how to sell, market and connect with your customers.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position