The news cycle during the coronavirus health crisis is spinning almost more quickly than we can process. Each day, new information comes out regarding case numbers and the health care system, including how crucial is it that people stay at home. During this time, it’s tempting to panic a little when you’re running a small business, especially one not considered “essential.” We are doing our best to take a deep breath and put together a plan for our own business — and we want to help you do the same.
The importance of having a social media plan during a health crisis
With daily changes to recommendations about working, socializing, and schooling, it might seem silly to focus on a social media strategy. However, when you’re running a small business, flexibility matters. Dropping out of sight when so many people are turning to online platforms for news, information, commerce, and connections can actually hurt your business. Obviously, marketing doesn’t operate in a “business as usual” fashion, because business is anything but usual right now. Putting together a plan can help you stay visible to your customers and followers — and to provide guidance during this time.
Stay positive without ignoring the social climate
When news is overwhelming, people look for bright spots where they can. Small business owners can lead the way in providing a positive, measured response to this current health crisis. Many of you (and Take Flight!) already operate with a small staff, conducting much of your business on your own or remotely. The streets might be emptier than normal, but social media platforms are buzzing. In the coming days, weeks, and months, a calm and measured response can highlight how your small business can offer quality, value, and a personal touch, even if our daily lives look different.
Don’t ditch your current plan
You’ve worked hard to craft your current social media and marketing plans. Though we are seeing an unprecedented global event unfold in real time, there’s no need to completely scrap the plan you have. Take a look at the posting schedule you’ve prepared and any ad campaigns you’ve planned. Depending on your industry, you might need to slow down certain campaigns. If you’re unsure how your social media strategy might be affected, contact us! We can help you evaluate and tweak your current plan to better mesh with the mood of your customer base during this time.
Be prepared to pivot
While you’re taking stock of your current plan, don’t be afraid to change! Evaluate how your business fits in with the current situation. People are at home more and conducting business remotely, including shopping and creating online, which may benefit your small business. Highlight the goods and services that best serve people during this crisis. Be honest about what you can do and your current timeline, but don’t hesitate to use your expertise to make other people’s lives easier during a difficult time.
Connect more than ever
More than ever, engagement matters. People are at home and isolated, and social media may be one of the only outlets they have to discuss things that matter to them. If time allows, increase daily time spent on engagement with your followers or clients. Reach out more and try to personalize communication, if at all possible. Authenticity matters during these connections. Even if your outreach doesn’t lead to a sales conversion, an authentic relationship creates a feeling of trust. When the crisis point of the coronavirus passes, people will remember businesses and brands that made them feel valued, and that feeling has the potential to build lasting business opportunities.
How has your social media strategy changed during the coronavirus crisis?