A majority of consumers believe that brands are responding appropriately to the COVID-19 crisis on social media, but room for improvement remains, according to figures from Shareablee.

This was among the findings from two surveys conducted by Shareablee, the social-media intelligence provider, which together questioned 1,500 adults in the United States.

When asking participants, “Do you think brands and companies are responding appropriately to the outbreak on social media?”, some 60% of consumers said they were.

This total still “left a lot of room for improvement”, suggested Tania Yuki, Shareablee’s founder/chief executive. (For more, read WARC's in-depth report: Is it too soon to be funny? What consumers want from social media during COVID-19.)

Breaking out the figures by category, sports performed the best, with 68% of individuals polled agreeing that the social-media output of enterprises in this sector had been appropriate given the wider context resulting from Coronavirus.

Next on the list came finance, posting 67%, followed by beauty products and automotive, which both logged a 65% favourable score. TV networks and shows rounded out the top five, on 64%.

Gaming was at the bottom of the list, with 51% of people stating that the response to COVID-19 was hitting the right note. Media publishers received 56%, while tech brands were on 58%.

Asking, “What type of content do you prefer from brands surrounding the COVID-19 pandemic?”, with the option of multiple responses, yielded some valuable guidance for marketers, too.

Fully 64% of contributors indicated “content about news/public service announcements (handwashing, current infection rates, etc.)” would be useful on social media.

Another 56% chose “content about the ‘new normal’ (work from home, homeschooling, etc.)”, while 52% identified “content about supporting the community (donations, acts of kindness, etc.)”, and 46% picked “content about optimism (better time ahead, feel-good stories, etc.).”

Be it an interest in self-scare, how to stay entertained, or learning how to avoid isolation, Yuki argued the main points of engagement all have a component of “human stories” underpinning them.

“If you’re a content creator,” the key question is thinking about how this material connects people to the experience of others.

“Does it make everyone feel like more of a community and to feel less alone?” Yuki added in summarising a vital consideration for brands.

Sourced from WARC