August 2020 Social Media Messaging in a COVID-19 Era 1 Jennifer Sparrow Communications Specialist Strategic Communications jenburr@umd.edu Danielle Tarr Director of Social Media Strategic Communications dtarr3@umd.edu Fall 2020 Framework Listen Support Inspire Inform Listen (Social Media Listening) Be informed by community concerns and trending moments and share content relevant to your audience. Important Considerations Confirm account monitoring processes What software or notifications will you use? How quickly can your team identify urgent questions? Clearly state: account is not monitored 24/7 Confirm triage processes How quickly can your team escalate urgent questions? How will you escalate or triage items? When to alert Strategic Communications? Support (Community Care and Engagement) Inspire confidence and show your audience you know they're going through a uniquely difficult experience. Community Care Reassure your audience through FAQs, Q&As, virtual conversations Answer community questions with confirmed information (when possible) Promote ways our community can support each other, e.g. Student Crisis Fund and Campus Pantry Promote resources from Health Center, Counseling Center, and other sources of community support Prepare Responses Great question. [brief answer pulled from FAQ]. For more FAQs and answers, please visit [website]. We hear you, and we’re here to help. Please reach out to [email] or find more resources at [website]. Thank you for sharing, and we're sorry to hear you experienced this. We're here and want to learn more. Please reach out to [email] for more support. Important Considerations Familiarize with FAQs University and department FAQs and resources umd.edu/4Maryland/FAQs County, State, and CDC resources princegeorgescountymd.gov/3397/Coronavirus coronavirus.maryland.gov cdc.gov/coronavirus Inspire (Story Mining) Elevate stories demonstrating community goodwill and inspirational Terps to lift your audience's spirits. Inform (Health Messaging and Announcements) Amplify campus announcements, resources and campaigns that encourage behavior that limits the spread of COVID-19. 4 Maryland (umd.edu/4Maryland) The university’s campus-wide health information campaign, is designed to promote critical health behaviors that focus on our individual responsibility to keep ourselves and others safe. 4 Maryland (umd.edu/4Maryland) Phase 1: Introduction of the campaign to the small on-campus audience and initial displays in buildings throughout campus focused on physical signage. Phase 2: Introduction of the campaign to the wider campus community, with an emphasis on digital displays and social media activation. umd.edu/4Maryland #4Maryland on Social Sample posts: As Terps begin returning to campus in small numbers, remember these important steps to prevent the spread of coronavirus: wash your hands, wear a mask, remain physically distant and stay home if you are sick #4Maryland umd.edu/4Maryland On campus and beyond, do it #4Maryland: wash your hands, wear a mask, remain physically distant and stay home if you are sick umd.edu/4Maryland Amplify Announcements Jennifer Sparrow jenburr@umd.edu Danielle Tarr dtarr3@umd.edu Questions?