LETTERS: Communication is vital for businesses and people to survive during a crisis. The Covid-19 pandemic has had an unparalleled effect and many businesses struggle to stay in touch with customers.
When lockdowns and travel restrictions are imposed, the craving for staying socially connected has escalated. So the use of social media has increased.
Brands' practice in dealing with the crisis will have an impact on its business. Consumers look up to trusted brands to provide them with safety and security while they deliver value, act responsibly and do the right thing.
Companies that strive to engage their customers and followers will not only acquire mind share, but will also be in people's mind once the markets recover.
Throughout this crisis, some brands have demonstrated how they use social media excellently.
For example, museums experience closures, loss in revenue and reduction in staff.
Nonetheless, they continue to serve the world by providing education, live content and virtual exhibitions. The Museum of Modern Art and the British Museum use social media to engage followers and spread social messages.
The aviation and travel markets have been thrown into chaos by the Covid-19 crisis. Airlines recorded big declines in passenger traffic. According to a report, commercial aviation will be ravaged by the pandemic for years to come.
Nonetheless, KLM and Emirates are handling social media amazingly by posting emotional content about flying moments, provoking eagerness among people to fly again once the pandemic is over.
As for the hotel industry, some hotels and major operators have reported big revenue losses.
Yet, hotels are spreading positivity, changing their focus and posting about wellness, self-care and at-home tips.Shangri-La's Tanjung Aru Resort & Spa has launched #WorldFoodDay, indirectly spreading positivity among its fan base and customers.
The pandemic is not a reason to be inactive. Brands should continue communicating with their supporters.
The brands stated here are leading by example by adjusting their social media content strategy, tone and voice to suit the situation.
People will recall how these brands helped them discover something new and stay positive during these uncertain times.
Eventually, customers will spend their money on businesses that remained relevant during the crisis.
Dr Imelda Albert Gisip
Senior lecturer, Faculty of Business and Management,UiTM Sabah branch, Kota Kinabalu
The views expressed in this article are the author's own and do not necessarily reflect those of the New Straits Times