"Half of what you've heard about Coronavirus is probably wrong, especially if you gather news via Social Media. Consultant Kristen Ruby explains how news consumers can identify reliable sources online, and how marketers and other storytellers using Social Media should modify strategy during Coronavirus-size events that alter the news landscape."

CEO of Ruby Media Group Kristen Ruby gives her analysis of coronavirus misinformation.

MARKETING DURING CORONAVIRUS: HOW SHOULD YOUR STRATEGY CHANGE?

1. Strategy means knowing when to stay silent just as much as it means knowing when to post or what to post.

2. Don’t keep marketing with your head in the sand.

3. Media budgets could be impacted if businesses lose the money they planned to spend to place ads. Discuss this with your clients before placing any media buys.

4. Pause scheduled tweets or any content that has been written for the campaign. It will look tone-deaf.

5. Do not use this as a marketing ploy to try to get more customers. Unless you are a medical professional, tread lightly on the content you put out.

6. Don’t try to newsjack as a PR hook to get increased brand mentions. 1 % of you will get it right, the other 99% will get it wrong and suffer irreparable brand damage.

7. People will remember how you handle your marketing during this time. The risk of a negative brand association is far greater than the upside of a positive brand association.

8. If you don’t have anything to contribute to the conversation, stay quiet.

9. It is better to stay quiet than to contribute noise.

10. Ramp up your customer service on socialmedia. If you are in the travel sector, people will be tweeting at your brand for refunds.

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"Also appearing, a savvy guest I invite often, Marketing/PR/Social Media expert Kristen Ruby (RubyMediaGroup.com) who has a real important tip for your digital content: discontinue scheduling tweets while Coronavirus continues to block-out the sun. As I have previously cautioned in this column, advance-scheduling Social Media posts is like sending a mannequin to a networking event. While your cheery copy posts at predetermined intervals, some gun nut could be shooting-up a mall or school. Coronavirus presents that potential every day now."

- Holland Cooke, Talkers Magazine bit.ly/3cLGUsb

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