How to Use Your Business’ Social Media in these Uncertain Times

These are uncertain times. We’re in a historic period of global pandemic and social distancing. While the Internet is a gold mine for hard science and proven facts on COVID-19, it can also be a source of anxiety. Because the 24/7 news cycle is amplified by social media, there’s so much information out there. As a result, it’s hard to discern fact from fiction. More people are self-isolating and teleworking to minimize the risk of infection and community spread. Countries are closing their borders, international travel is restricted. Churches, schools, and senior centers are closing. Major public events are being canceled or postponed. Global markets are reflecting these uncertain times and as a result, businesses are bracing themselves for another recession.

It’s easy to feel helpless at a time like this, especially as a small business owner. I’ve seen many small businesses getting creative with modifying their services to this new normal of home quarantine. For instance, restaurants are providing curbside pickup and removing tables from their dining rooms to limit transmission & human contact. Retail stores are offering free delivery and stepping up their online commerce efforts. Places of worship are going virtual with their services. In addition, everyone is learning about Zoom and other video conferencing services; many for the first time.

Your social media accounts are a communications tool. Use them to convey what’s important to your brand — your brand values — in these uncertain times.

Your business’ social media accounts can play a big part in helping your brand to navigate these uncertain times. People are actively searching online for information now more than ever. It is increasingly likely that your social content now may help impact the long-term survival and health of your business. Your social media accounts are a communications tool. Use them to convey what’s important to your brand — your brand values — at a time when people are hungry for information.

Using your social media during COVID-19 restrictions

How do you use your business’ social media accounts in times of uncertainty? Here are some ideas to help spark your thinking:

Transparency

Tell your customers how you’re responding to COVID-19 restrictions, how you’re mitigating risk. Emphasize that you’re taking necessary precautions to protect your employees, your customers, and their families. Reassure them that their safety comes first.

Knowledge

This situation is changing rapidly every day. Share science-based facts and prevention tips from your local health department, the Center for Disease Control, and other reputable accredited public health sources. Supply FAQs as they pertain to how you deliver your services and products. Let your customers know how they might be personally affected by the changes you’ve made in this current climate. Keep your tone supportive and compassionate. Don’t add to the panic.

“Look for the helpers. You will always find people that are helping.”

Fred Rogers

Community

Use your social to build community and support others, as is relevant to your brand. Urge your customers to continue to patronize local small businesses, help families in need, support local non-profit organizations and other economically-vulnerable groups during these times of uncertainty. In addition, share self-care content that helps your audience protect their mental health and ease their anxieties. Certainly, let them know how your business is taking the lead in this.

Timeliness

If you schedule your content in advance, be sure to scrub all future content for language that will appear tone-deaf or insensitive now. Also, postpone any major product launches and public events, and reassess as the situation evolves. Remove any “fluff” content that doesn’t reinforce your brand or encourage connection. In other words, be aware of how your brand could be newly perceived in this changing climate.

Challenges AND Opportunities

In summary, the coronavirus pandemic is perhaps the most serious public health issue of our lifetime. It’s causing many of us to rethink everything about our lives, our culture, and as a result, how we do business. We’re entering a new era that presents many real and difficult challenges. Yet with these challenges come new opportunities to pivot and grow. Knowing how to use your business’ social media during uncertain times will help you in the long run. How will your business rise to the occasion?

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