As Coronavirus continues to disrupt business, social media usage has become a core area of concern for advertisers, proving a tricky area to capitalise on as impressions frequently fail to translate into revenue. Yet brands have also been quick to recognise the value of using social media to foster and maintain trusting relationships with their customers as they are forced to stay at home and limit their in-person interactions. Paps Shaikh (pictured below), commercial director - EMEA at Nextdoor, writes exclusively for ExchangeWire about the vital role of social media in keeping the UK connected.

Whilst things continue to feel uncertain, it’s been lovely to see how local communities have come together with offers of support and help. Social media networks have been crucial for connecting neighbourhoods online to make an impact offline, as vulnerable groups become isolated. Never has it been more important to connect and interact with each other for both mental and physical wellbeing.

Tech platforms such as Nextdoor have been an enabler for local communities to offer time and support to one another, create specific coronavirus support groups, digitally check-in with neighbours, and find those who need help. Since the UK went into lockdown, we have seen twenty-five times as many groups created on Nextdoor as users look for ways to stay informed and help one another.

Paps Shaikh, commercial director - EMEA, Nextdoor

We have also built new features to bring communities together during this time. The Help Map, for example, allows neighbours to volunteer and help those who are vulnerable and may be isolated, with tasks such as picking up shopping and medication or taking the dog for a walk.

With social distancing measures put in place, it has become increasingly important to have a trusted virtual community to rely on. That’s why Nextdoor is working with brands, businesses and public services such as the NHS, Government, local councils and police forces, to provide members with accurate information in real time.

Advertisers are playing a key role in this too. Whether it’s enhancing life at home with many working from their kitchen tables, or delivering key products and services to help save money as budgets tighten. Nextdoor verifies that users live at a real address during the sign-up process, giving advertisers the opportunity to have local conversations with consumers on a national level. Our proprietary technology enables brands to easily personalise locally-relevant messaging while still complying to stringent privacy requirements.