B Squared COVID-19 FAQ

Question: What types of content we should be sharing on our social channels right now?

Answer: You need to take the current climate into consideration as well as take extra precautions about what you’re saying and how you are saying it. We are using our social listening tool, Sprout Social, to monitor the conversation around COVID-19, and can use this report to help you find relevant content to share in the current climate.

You should have already received your first free listening report from your Account Manager. If you did not get yours, please contact your AM immediately for your copy.

Question: Should we stop publishing content? 

Answer: No, there is no need to pause content entirely. However, you do need to think carefully about sales-y content. The most important factor is not to come off as tone-deaf with your content. If you need help brainstorming this type of content, we’re here to help!

Question: What do we do about people asking for free product(s)?

Answer: Many of our clients are getting requests for free products. We believe the best solution is to create an official policy. In your reply — and you should reply to every request — link to your official policy.

Question: Should we give advice about how people use our products in relation to safety? 

Answer: First and foremost, this is the time to be overly cautious. The CDC has COVID-19 related resources that you should stringently follow before you reply to people who are asking. It is best (situationally) to direct people to follow CDC policies versus giving your own advice.

Question: What should I do with my current advertising campaigns?

Answer: Stay consistent and extend your high-performing ads. Due to delays with Facebook recently, ads are taking longer than ever to approve. We recommend that you extend your best performing ads to yield the best results.

If your business is closed or considered non-essential, there are other options to consider versus sales-only ads (see below). We can also pause your ads, if needed.

Question: Where should my advertising efforts be focused?

Answer(s): Building brand awareness with your online audience is never a waste of time or money. With more consumers online at home than ever before, we’ve seen a spike in impressions and shifts in competition. Your CPM (cost per impression) is likely to decrease – which presents a good opportunity to capture more reach from your budget through social media ads.

Has your business slowed? Another option is to invest in finding new leads and build your email marketing list. Shift your advertising strategy to collecting new leads and emails in place of promoting sales. Then, when things get back to normal, we can use this email list to retarget your sales ads.

Next, focus on remarketing campaigns. With increased web activity, now is a good time to re-engage with previous website visitors / shoppers and get them back to your site with special promotions or discounts.

Last, try testing new ad creative and audiences. If your business has slowed down (or even closed), now is the time to test out a new creative on a variety of audiences to gather information that will make your future campaigns – and business – more effective. We’ll be able to collect and save this data and apply to larger sales campaigns when business is stable again.

Question: Can I get more meeting time than what is stated in my agreement?

Answer: As long as your account is in good standing, we are happy to allot more meeting time. We know these times are uncertain and want to remain as available and helpful as we can.

Please also keep in mind that many of our accounts are experiencing overages with the influx of community management questions, requests, and mentions. We set aside dedicated hours for all of our partners based on their scope of work (SOW), but because of the spike in community management needs, our team is experiencing excess hours with SOW. We are diligently trying to manage our time and ensure ALL of our partners get the extra time they need.

Question: Can you offer me free services?

Answer: As a small business, we are unable offer free services. However, we are offering ALL of our partners — no matter their service level — a free listening report on COVID-19. Our social listening services usually cost over a thousand dollars per month, but we are offering this particular report for free during this time to help our partners pivot and align with this challenging climate.

Question: Can I “pause” my services?

Answer: Please contact Brooke to talk about your particular situation. A link to her direct calendar can be found here. You may also email Lindsey Zaleski to find a time on Brooke’s calendar.

Question: My renewal is coming up; can I renew for more or less time?

Answer: The shortest term we offer is a 6-month agreement. This agreement, as well as our 12-month agreement, offers a 50% “out” clause with no early termination fees. This means the shortest term we offer is actually 90-days (on 6-month agreements).

The longest term we currently offer is a 12-month agreement.

If you need shorter than three months or longer than twelve months, please contact Brooke to talk about your particular needs. A link to her direct calendar can be found here. You may also email Lindsey Zaleski to find a time on Brooke’s calendar.