Should I Continue to Post on My Business Social Media Accounts?
Many business owners are wondering if they should continue posting on their social media accounts during the coronavirus pandemic. The answer, in short, is yes! It is important to recognize that things have changed, and you may need to change the way you speak to people, but that does not mean you should cease your social media activity if your business is still open and operating. We are recommending that our clients continue to provide valuable content, while keeping in mind the likely current emotional and mental states of most of their followers. But, before you click “publish” on your next post, read our tips below for navigating the waters of social media marketing during an epidemic.
Take some time to look at the big picture
Step back and look at all the content and messaging you have scheduled to publish on social media. Are your posts still relevant and sensitive in light of what’s going on today? Here are a few things to keep in mind:
When looking at your content calendar for the next few weeks (and months), be sensitive to the fact that impacts of the pandemic might still be ongoing. Make sure that your subject matter is aligned with current realities and that there is compassion in your tone going forward.
Consider decreasing the frequency of publishing if you see that people are not engaging as much or reacting as positively to your content. You don’t want to add too much “noise” to an already busy platform. Publish what is most important to your business right now.
Depending on your business, this may be a good time to revisit your goals for this year and scale down the expectations of your social media activity. Shift time and resources to keeping in touch with your current customers and understanding how to better serve them.
Adjusting your messages
Not all of your posts need to be uptight and serious, but figuring out how you can help rather than pitch to people can be a great place to start when thinking about your upcoming content. Some of this depends on what kind of business you have and what your brand voice is. Here are a few themes on which we suggest you center your messaging:
Inspirational: Share quotes and videos that will raise spirits and remind everyone that we’ll get through this together. Look for cooperative and collaborative opportunities with other businesses, and share the positive campaigns of others on your channels.
Reliable: Many businesses are pivoting their models to remain flexible with the changing times; make sure the messages to your followers about how you are moving forward are clear and honest. You want to communicate that you are reliable during difficult times. Don’t be afraid to show your followers how you and your team are adjusting to the #newnormal.
Helpful: Is your favorite local restaurant offering curb-side pick up? Did you hear about an awesome local initiative to help those in need? Spread the word! Also, sometimes a light-hearted post, like a meme or fun photo, can be helpful to those who need a laugh (and let’s be honest, we could all use a laugh these days).
We hope these suggestions are helpful for you and your business. If you want more inspiration, check out our upcoming blog post highlighting a few local businesses that are finding innovative ways to continue marketing and connecting with customers while respecting and practicing social distancing. You can also find more tips on how to assemble a suitable business PR response to all the current developments here.
