When we help restoration contractors and businesses promote their services through social media, we often talk about the importance of images.  

Images can make or break your social media posts. They create opportunities for engagement with your audience and help you tell your story to build brand awareness and trust. Without images, your content is likely to be less exciting and dynamic. It will certainly get fewer likes, comments, and shares. 

Coronavirus is affecting how companies market themselves on social media. 

In a previous post, we talked about the importance of ensuring that the language you use when marketing your cleaning and disinfecting services is not misleading. The short and sweet version of that article: 

“Be careful that you don’t promise things that you can’t provide when marketing your restoration services related to Coronavirus. Instead of promising a result like “we will disinfect your offices,” offer information about what you will do: “we will wipe the surfaces with a disinfectant.” 

This will help you accurately describe what you can do without getting you into liability trouble later. There just isn’t enough information right now about the novel Coronavirus to make promises related to clean-up and restoration. 

You should also be careful about the images you post on social media during this time. 

There are two main reasons to be conscientious about your social media posts:

  1. Reputation issues
  2. Liability concerns

Company Reputation

To show that your company takes Coronavirus seriously, you need to maintain your company reputation. That your company values and understands the importance of caution and care on every job, not just during a pandemic. If you post any pictures that suggest to your followers that you don’t take Coronavirus and PPE seriously, you will damage your own reputation. 

This can hurt your ability to get new clients. It may even prompt some of your existing clients to choose someone else for their clean-up needs, especially during the pandemic. 

Company Liability

When it comes to liability concerns, you need to ensure that none of the images you post on your social media accounts create opportunities for litigation. 

Here is a situation that could happen. You provide Coronavirus cleaning services at a facility and someone from that facility later becomes ill with COVID-19. The client may try to sue your restoration company for damages. Ideally, you will be able to show that you followed through on everything that you promised. This is because you used careful, liability-vetted language in your marketing and contracts. 

But what if there are pictures on your social media accounts that a lawyer could argue show lax behavior or problematic actions? In a civil court of law, the client doesn’t have to actually prove that their employee became ill because you didn’t clean the property well enough. They don’t have to prove that on a scientific level at all. They just have to prove that it’s possible that the employee contracted it from something you did, and then provide evidence that suggests that your contractors were negligent in any way. 

What this means is that you should be extra careful with the pictures that you post. Make sure that in any pictures, your team is following the current guidance from the CDC about how to operate and interact.

Some current recommendations include: 

  • Everyone should have on a mask that completely covers their nose and mouth
  • Everyone should have on gloves
  • All other relevant PPE should be used 
  • No one should be touching their face in a picture
  • No one should be standing in groups or close to another person

We can help navigate these changes. 

Coronavirus is changing countless industries, and that includes both marketing and the restoration industries. 

We can help you navigate these complicated changes and figure out how to continue to post relevant, dynamic content without getting yourself into unexpected situations. Contact us today and we’ll talk about ways to protect your company from liability concerns related to marketing during Coronavirus.