Why you should follow the ‘hygiene, hub, hero’ strategy during COVID-19
PR pros on social media should focus on providing value to their audience. Here’s what that might look like in practice.
Travelers have been hunkered down at home, forcing social media experts to pivot their strategy to resonate and keep connected with their audience. In fact, Facebook and Instagram have seen a 40% increase in usage during COVID-19, meaning now more than ever, brands need to be interacting with their audiences online.
In January 2020, Mower used the “Hygiene, Hub, Hero” content-development model to design a social media strategy for our client, Westchester County Tourism.
These three words have become the strategic framework for video content over the last few years—however, the strategy isn’t specific to video. The content-marketing framework was originally developed by Google as a guide for growing an audience on YouTube. But it has since proven so effective that businesses are applying it across all areas of their marketing strategies, including social media.
While brands have had to shift their approach to social media, the basic concepts for the hygiene, hub, hero model remain the same. Here’s how we used this approach to adjust Westchester County Tourism’s strategy in response to the COVID-19 pandemic:
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