Using social media to engage with customers in a crisis

Social MediaCategory
5 min read
Brandi Johnson

In communities across the country, people are largely confined to their homes in the wake of COVID-19. Which means some of the ways you’ve been communicating with your customers are off the table. The good news is, there’s still social media.

In this post, we’ll list six things you can do to keep the lines of communication open using social media.

Related: A practical guide for small business during the global crisis

6 ways to use social media to engage with customers in a crisis

Customers might not be physically in your store, studio or tea shop but that doesn’t mean you can’t still talk. Follow these tips to lean into social media:

  1. Update your social media profiles.
  2. Share real-time updates.
  3. Create a social media calendar.
  4. Share helpful blog posts and videos.
  5. Build community through asking and answering questions.
  6. Use automation and scheduling tools. 

Related: 5 ways to keep customers informed about changes to your business

1. Update your social media profiles

Many small businesses are either partially or completely closed, due to the 21-day lockdown that ends 14 April 2020.

So the first thing you should do is update your social profiles with any changes to your hours or the services you're providing.

If your shop or business is staying open, share how you’re addressing health concerns, like increased cleaning or limiting the number of people in your store at one time.

For significant updates, like reduced hours or closures, be sure to pin that post at the top of your profile for easy reference.

Related: 10 tactics to adapt your business for social distancing

2. Share real-time updates

In Using Social Media Nature’s Basket Facebook

Beyond just email messaging, you can connect with your customers on social media to give them real-time updates on how you and your business are handling COVID-19.

These updates can include:

  • Facebook Messenger messages pushed out to a group
  • Facebook Lives with walk-throughs of your location or store to show what’s available for shoppers
  • Instagram Live to share snippets of good news, store walk-throughs and more

Streaming in real time can help offset the sense of isolation everyone is feeling.

Related: The ultimate guide to Facebook Live for business

3. Create a social media calendar

It’s easy to get caught up in the latest news ticker, from the number of cases in your area to today’s advice from the Ministry of Health and Family Welfare. Creating a content plan for the next few days or weeks can do two things:

  • Make you feel better, because it’s something tangible you can do
  • Ensure that you’re posting regularly

Once your social media calendar is set, stick to it. Your followers will appreciate the steady influx of fresh content.

Related: How to create a social media content calendar

4. Share helpful blog posts and videos

Keep in mind that the things you share don’t necessarily have to be your own. Find articles, videos and infographics that can help your followers who may be staying home more.

For example:

  • A home décor store could share ways to refresh your space with what you’ve already got
  • A salon could provide some self-care-at-home tips
  • Gyms and fitness studios can share free and low-cost online workout programs to help keep their members active

Keep an eye out for things your people will like and share the best.

5. Build community through asking and answering questions

Many of us are accustomed to seeing people all day every day — from the office to the grocery store and our kids' soccer games.

Without that human connection, it's even more vital for us to find ways to relate.

As a business owner, you can help by asking your followers questions like "What's your hidden gem binge show?" or "What's your favorite version of self-care?" and answering questions when they have them.

Participate and be part of the conversation — you might make some new friends.

6. Use automation and scheduling tools to your advantage

Open Facebook or Instagram to make a quick post, and it's easy to fall into the infinite scroll — and that's on a good day. Using a social scheduling tool can help you minimize your time on social media, while maximizing your impact.

Here are some popular social scheduling tools for major social media platforms:

  • Twitter, Facebook, LinkedIn, Instagram and Pinterest
  • Later: Instagram and Pinterest
  • Loomly: Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • MeetEdgar: Twitter, Facebook, LinkedIn, and Instagram
  • Sprout Social: Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Tailwind: Instagram & Pinterest with cross-posting to Facebook Pages

There’s always an upside

For anyone who finds their mobility limited due to COVID-19 — especially those in quarantine — social media will be a lifeline to the outside world. This is your chance to fight your own feeling of helplessness by:

  • Keeping customers updated with changes in your hours or services
  • Asking and answering questions
  • Sharing helpful or uplifting posts and videos

In the process, you might just enlarge your following.