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With nearly all 2020 gatherings called off, there has undoubtedly been a surge in online media consumption as people crave virtual collaboration and connection. The pandemic has solidified social platforms as indispensable components of our daily lives and continue to be the most influential space for networking and advertising.

With the unfathomable economic devastation of Covid-19, DJs are desperately trying to remain relevant and increase business visibility while they wait for the industry to open back up again. With this boost of increased online activity, it would seem foolish for every DJ not to capture this opportunity, right? Not necessarily.

Personally speaking, when it comes leveraging social media to promote our brand and services during this uncertainty, posts can potentially hurt business more than they can help.

Navigating the world of social media is a full-time job in itself, but knowing what to post and how to engage with our audience when our industry is at a standstill can feel intimidating and challenging. Further complicating things, social media has become an emotionally congested platform of opinions, sensationalist information, and general frustration. As a result, we all need to consider the content we are putting out there before hitting the “share” or “post” button.

Here are two suggestions on how to approach content responsibly and avoid potential online brand shaming.

1. Use discretion when posting event photos or videos.

If you’re back to work in any capacity, the impulse to post a video or photo of a dancefloor with the caption, “It feels good to be back!” is great. After all, we want to share our excitement and gratitude for performing our jobs again. However, before sharing any celebratory content and tagging a venue, think twice about the potential liability or possible public backlash from perceived irresponsibility. Information travels fast, and quick reactions are often prioritized over considered responses. Even a safely executed event can be viewed differently by a “non-guest.”

Guidelines can also vary significantly from state to state and even venue to venue, so what’s acceptable at one location may be be prohibited at another. If you do decide to post about your events, remember things can be taken out of context, so an excellent and clear caption is more critical than ever, especially when sharing memories at a time when parties looked much different.

Navigating the world of social media is a full-time job in itself, but knowing what to post and how to engage with our audience when our industry is at a standstill can feel intimidating and challenging

In general, social media posts should protect clients and their guests from the scrutiny of the internet and respect their right to party in private. While you may have permission to post this content, it doesn’t mean you should. Self-promotion may not be worth the potential criticism or loss of business to you or a venue by people judging behavior.

If you are you looking for an alternative to posting videos and pics, here is my suggestion: You can capture the audio of a great dance set during the event and share it on Mixcloud. This way, you have something to share that showcases your talent, the incredible energy of the event, and you can cross-promote it on all social media accounts.

2. Find balance. Have empathy.

Existing and potential customers don’t want to connect with brands that seem unaware of current issues. Acting like everything is normal can come across as inauthentic and tone-deaf. Let your audience know you acknowledge the “new normal,” without mentioning Covid-19 explicitly in all of your content. Be mindful and considerate of your tone and how it could be interpreted by people facing a different reality than you. The goal is to create connections, not conflicts. Don’t question whether or not the precautions are needed or mention anything that indicates you are not following safety measures. It can be tempting to use social media to let off steam, but it can be a detriment to future business.

If you’re unable to market your services right now, focus on sharing things that align with your brand values. Communicate regularly. Be positive (but not cocky). Avoid the hard sell and provide messaging that reaffirms your commitment to be there over the long term and through challenging times.

Be mindful of your posts. The goal is to avoid hurting your reputation and possibly harming any venues you work closely with. We are in a time of heightened awareness where people are extremely sensitive to the social climate and choose to invest their time, loyalty, and money with content/brands that align with their views. Regardless of your opinions about how the outbreak is being handled, brand voice nuances are more important than ever. Be smart, safe, respectful, and post responsibly!

Rachel Lynch aka DJ Rachel is based in Connecticut. 

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