We, along with most of the country, experienced the polar vortex last week. We had several days advanced warning that this could potentially affect whether we had school and anticipated that we would see a rise in questions and comments on our social media channels. The feedback we received reminded me how important it is to keep in touch with your audience.
The first really cold day fell on a Sunday and the second on a Monday, which meant we only had to make a decision for school on one day. As Sunday afternoon came, our social media channels began blowing up with comments and questions regarding a decision on school. A decision hadn’t yet been made but that afternoon we posted a message that we would make a decision by 5 p.m. that day and to stay tuned. Although we did still receive comments that we should close, it seemed to make most people happy. The simple message let people know we were watching the weather closely and hearing their concerns. We eventually did call school and posted that on social media as well.
The message about making a decision soon not only kept our audience informed but ended up being a great marketing strategy. The message was shared more and generated more likes to our Facebook page than our actual no-school message did.
This story was a good reminder to always keep your audience informed. Even if you don’t have all the answers yet, let them know you are listening and paying attention to what they are saying. It is better to tell them you are listening and working on getting the answers than to stay quiet and have them feel like they are being ignored. In addition, this helps to build authenticity and respect for your social media channels.