The importance of social media during COVID-19


In such difficult economic times, many businesses are concerned about what lies ahead. David Pritchard, award-winning head of marketing at Sintons, discusses how creative use of social media during the current period can help to deliver impact in both the short and longer-term

These turbulent times present unprecedented challenges for businesses. While many are rightly concentrating their efforts on maintaining the existence of their venture, others are continuing to make strong progress – but the unknown of what lies ahead over the coming weeks and months poses huge potential issues for everyone.

Whatever situation your business is currently experiencing, one area which remains of huge importance for everyone alike is interacting with your audience. Whether you have been forced to temporarily close, or you run a thriving operation, the need to engage with existing and potential clients can be a key factor in your future reputation and success.

Social media is a vital tool for businesses of all sizes and sectors. While some are already established in their online presence and accomplished in their use of social media, many others are wondering where to begin. The main thing is to have some form of online presence and build from scratch if necessary.

Interaction with social media and websites has never been higher than in the present climate – at Sintons, we have seen huge growth in traffic to our website through use of relevant content, podcasts and effective use of social media. One of our recent successes has been the creation of a dedicated COVID-19 portal, a resource for businesses and individuals to access information about the current climate and how it affects them.

Here are some tips we can offer to help shape your ideas around social media at this time:

* Know and understand your target audience – who are the people who are currently clients and who else would you like to target?

  • Keep posting relevant content – be consistent in uploading content to your website and social media, and tailor it to the needs of who you are targeting
  • Provide real value in what you are posting – why should the reader take time to look at your posts when there is so much other content out there?
  • Don’t just post for the sake of posting – the internet is awash with content at present. Make yours stand out by being informative and addressing the key issues in your sector or your client base want to know
  • Try and create promotions or campaigns that people can interact with, to keep dialogue open and give them a reason to get in touch
  • Post about your own experiences and those of people within your business – enable people to get to know you better
  • Where possible, try and support other businesses and clients and help promote them – it’s a great reciprocal gesture and will be appreciated

While no-one yet knows what lies ahead for businesses and the economy, building and maintaining an online presence and interacting with your audience is without doubt an effective and importance use of your resources at present, and one which may help to deliver benefits in both the short and longer-term.


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