Social Media & COVID-19: How to Communicate During a Crisis

By Michelle Loredo

We are currently in the state of a “new normal” due to the COVID-19 pandemic and people are spending more and more time online. According to recent data, people in countries with a high percentage of people affected by the pandemic have seen an increase of Facebook usage by more than 50 percent.

It’s very important for your small business to use social media as a helpful tool, especially in these trying times. Social media should always be used to communicate with your customers and/or audiences, and to also let them know you’re still here.

In this article, there will be top three pointers on how to create a plan to communicate with your customers during this “new normal” effectively. As Megan Pratt said, “the ultimate goal right now is to build and maintain mutually beneficial relationships with new and current customers.”

Communication Plan

With this pandemic, your pre-pandemic plan may not be the best way to reach out currently. It will not sit well if your business doesn’t acknowledge the current situation and just go on with business-as-usual. You must create a new plan that works with the current situation of the pandemic and the limited business operations.

Items to Look Over:

How are your customers doing currently with the pandemic?
What do they want to see from your small business?
What do they need from your small business?
What planned social media campaigns will sit well with your audience?
What is your businesses statement to the pandemic?
This item should be organic and aligned with the government’s response to the pandemic.

Once you have reassessed these items, you must decide how to move forward.

Social Media Content

When working and posting for social media, it’s important to remember to post something that will add value to your page and not just add “noise.” Share posts that offer value and are genuine.

Share an authentic statement about the pandemic and your business. This should be your first or among your first posts related about the pandemic.
Keep posting online, people will see your posts.
Make posts related to your business! Example: If you’re a restaurant, you can make posts about how you’re ready for the curbside pick-ups.
Take advantage of online shopping features: Example: Promote Instagram shop and digital promo codes.
Make sure posts are aligned with your new pandemic plan

New Things

This is the perfect time to dive into something your business has not tried before!

Use IGTV to communicate to your audience! Example: If you own a coffee shop, you can do an IGTV series on how your baristas prepare different coffees during the pandemic.
Use platforms that you haven’t used before: TikTok seems to be on the rise with users. You could make one for your business and connect with your audience.
Follow different trends that involve your audience. Example: Trending dance challenges
Reach out to influencers so they can uplift your small business brand.
Smart Phone Video Content: Your customers will see this as refreshing and new.

Things to Keep in Mind

You know your business and audiences the best so, use social media to help both your customers and your business. Use social media as a tool to connect with your customers; when the COVID-19 crisis settles, they know you’re there to help with their needs.