The Importance of Using Social Media During the Pandemic

We live in a whole new world of marketing. Between the pandemic, social unrest and political turmoil, everyone is scrambling to redefine how to market their products and themselves. Social media has become a communication lifeline for businesses during the pandemic. This “new normal” has caused us to make major changes in marketing to customers and businesses alike.

The following statistics were cited by Kelsey McDeon, Senior Staff Writer @, “we surveyed 500 small business owners and managers in the U.S. to understand how they use social media and develop a useful framework for small businesses navigating a global pandemic”:

• 34% measure engagement metrics such as likes, comments and shares to determine the success of their social media strategies.

• 1 in 3 post to social media at least once every day, which could increase as stay-at-home orders cause people to spend time inside and online.

• 76% use images on social media.

•.85% run social media accounts in-house, and 78% of those small businesses have employees who manage social media in addition to other responsibilities.

•.91% use Facebook and 49% use Instagram. Those platforms have implemented features such as stickers to help small businesses increase online visibility.

Mike Kappel, Contributer @, in his article, Marketing Your Business In The Midst Of Covid-19: 5 Tips To Stay Afloat, suggests the following:

1. Reassure Your Customers. Your customers are your business’s number one fans. Without them, you would not be the successful business you are today. In a time with so much uncertainty, you need to reassure your customers that you are there for them and that your business is stable. To inform your customers about how you are responding to the coronavirus you can: send out email updates, post regularly on social media and/or include information in customer accounts. Reassuring your customers that everything is going to be OK is a must during this pandemic. Your customers will appreciate the updates and your sensitivity toward the situation. When reassuring your customers, keep a calm tone, a positive message and relevant language. Remember to include how they can contact you if they have any questions.

2. Get Creative. This coronavirus age is not the time to fall back on your old marketing strategies. It is a time to take risks and be creative with your marketing tactics. When it comes to marketing your business during coronavirus, the more creative you are, the better. Having a unique way to market your products or services makes you stand out from your competition. For starters, you can promote unique offerings, like DIY kits and care packages to get customers flying through your doors. You can also offer virtual options to customers, like online classes, meetings and showcases.

3. Kick Things Up On Social. Even before the coronavirus started, social media was king. As of 2019, a whopping 79% of Americans had social-media profiles. That number continues to grow as more people go virtual during the pandemic. To market your company in the middle of the coronavirus, take your strategies to social media. It is primetime to promote your business offerings online. To market your business on social, be active and present. Ideas include: start or join conversations, utilize sponsored posts and/or paid advertisements, post more frequently, have an online contest, keep your customers in the loop with store updates and promote special or limited-time offerings. Social media is a great way for you to create buzz about your business, and it is relatively inexpensive.

4. Build Relationships Virtually. Building relationships is one of those things that can be easier said than done, especially when you are trying to build them online versus in-person. To best market your business in the midst of coronavirus, you have to embrace building and strengthening relationships with your customers online and put yourself in their shoes. What would you want to see and hear from a business? How would you feel if faced with one of your own business-marketing communications? Keep open, honest and considerate communication going. If you currently don’t have a regular cadence of communication with your customers, now is the time to start (think email marketing campaigns). When communicating and connecting with customers during the coronavirus, be empathic, genuine and thoughtful. The more you connect with your customers and get a feel for who they are, the better you can market to them in the future.

5. Improve Your Online Presence. With the coronavirus in full swing and more and more people hopping on the online bandwagon, there is no better time to work on your business’s online presence. Having a strong online presence can help you build your brand and gain credibility to attract new customers. It makes your business information more readily accessible to customers. According to one source, internet hits have surged between 50% and 70% due to the coronavirus. With so many people spending their free time online, why not take advantage of the situation? To give your business’s online presence a nice boost, you can: optimize your business website for mobile use, create valuable content, do some Search Engine Optimization (SEO) research, incorporate keywords on your website pages, engage in online communities and forums and improve user experience. Even if you already have a top-notch online presence, there is always room for improvement.

About Ellen Tuchman Rothmann

Ellen Rothmann has 30 years of experience in sales and marketing and utilizes these skills to support and facilitate seminars for Tuchman Advisory Group (TAG). Prior to her role with TAG, she was VP of Operations for Richard Wolffer’s Auctions that specialized in sports and entertainment memorabilia. As an Account Manager for K101 – a San Francisco Bay Area radio station – she worked with small businesses to build unique and profitable advertising and promotional campaigns for her clients. Growing up in the dry cleaning business, Ellen worked in numerous capacities at Tuchman Cleaners. She also held sales positions at Apparelmaster and Tuchman Cleaner’s Home Carpet and Drapery businesses. Rothmann earned her B.A. in Marketing from Indiana University. She lives in San Francisco with her husband John, they have two sons For more information contact Ellen Tuchman Rothmann, President, Tuchman Advisory Group. e-mail:

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