What should I post? What is the message to my community now? What can I talk about and what shouldn’t I talk about? Here is a quick guide to social media with tips and tricks for the two biggest social networks.

During this uncertain time, people crave connection and entertainment. Instead of promoting deals and blunt sales offers think about what matters for your audience now. Establish and cultivate the relationships you have with your stakeholders to create a sustainable positive impact on your brand.

Possible topics can be:

  • reassurance and connection to your community
  • inform about prevention measures you take to flatten the curve
  • the newest developments for your business
  • opening up about your situation and your struggles
  • how you could help or how you could be helped
  • share your COVID-19 story

Your stakeholders:

  • employees and their families
  • Management
  • Suppliers and vendors
  • Contractors
  • Customers and clients

Tips for Facebook

  1. Encourage people to comment.
  2. Create shareable content, use Facebook Live if you like.
  3. Put a date on time-sensitive topics.
  4. Share other people’s stories or other businesses from your community or reliable news sources
  5. If you have to cancel planned events, try hosting a webinar or organize live sessions through Facebook or Instagram.
  6. Use the pin function to keep an important post on top of your page.
  7. Reply promptly to incoming messages.

Tips for Instagram

  1. Follow stakeholder accounts.
  2. Create video content
    • about your situation
    • to take your audience behind the scenes of your business
    • about the services you still offer
    • about a day in this new life
  3. Put these videos in a highlight on your profile or set as IGTV.
  4. Use the same social media handle as on Facebook.
  5. Share stakeholder videos & photos in your stories.
  6. Use cohesive branding.
  7. Use relevant hashtags when you talk about how COVID-19 is affecting you: #flattenthecurve #stayhome #shoplocal #supportlocal #localbusiness + relevant hashtags for your own business.
  8. Instagram has implemented new small business story stickers, that let people order from you directly!


Click here for more content & storytelling ideas.

Update: You can use #coronavirus and #covid19 but it is very unlikely that people see your content there. Instagram sends everyone looking at these hashtags specifically, to the according government pages to avoid false information about the pandemic going around. 

Talk Shop Media hosted a webinar on ‘How to Build a Community on Social’, led by Katie Dunsworth-Reiach and Krystin Lee. Here are the main takeaways!

Find the complete webinar recording here.

Longform content is, simply put, content that appears in a longer form to your audience. This can be a blog or social media post, a newsletter or video content. People crave connection in a time where they have less of it. Think about telling your story or your current situation, make some connection. The benefits of this: people stay on your site longer, they feel connected to you which instills trust.

New needs are developing through COVID-19. For example, people are staying at home, can’t go to the gym and constantly try to find things to do at home. Open up a dialogue and find out what these new needs are and how you can serve them with your business.

Also, try to connect with other businesses from your community. Lift each other up.

Video generates more traffic than still content, on every existing social platform. There is no need to create a perfect video production! A smartphone is the only thing you need. Share real stories that have happened to your or an employee.

Video content works great if it’s around 5-7 minutes.

You can show online what you can do best! Think about what makes your business or service unique. How can you amplify that message? Be brave and share your opinions – people trust people who they can relate with.

Create an FAQ highlight for your Instagram stories or do a FAQ Facebook post. What do your customers want to know now? Are you still open? Are you offering virtual products or services? Are you going to re-open?