I have worked in the same restaurant for 13 years. For most of that time we have used some form of social media, primarily Facebook and then later Twitter and Instagram. We are told that there are rules for engagement for all social media platforms. We must aim for the “Baby Bear” approach for content and posting, not too much, not too little, it has to be just right! In this new reality, when other forms of customer engagement aren’t possible, are businesses changing the way they interact with customers online? Has the pandemic changed how and when businesses use social media?
Businesses all over the world have been forced to shut their doors to the general public. Online shopping has become the new normal for many businesses and consumers. Some retail are now allowed to open again in Ontario, however a number of them are only at half capacity or by appointment and restaurants remain open for take-out only for the foreseeable future. Either way, social media has become the main form of communication for businesses. Do the old rules still apply? Have businesses changed their approach to social media?
According to Forbes, social media usage is up, not only for individuals but for businesses as well. Businesses are posting 15-20% more on social media than there were pre-Covid. Businesses are also changing how they use it. Social media has become more intimate, more personal, companies are taking the time to engage one-on one with their customers. Things have definitely been headed this way for a while. Marketers have seen the light, feedback and direct contact with customers does improve brand and customer loyalty. Listening to the customer has become the new norm, especially during these uncertain times. Is this something that will persist post pandemic or is it just a way to keep us spending in uncertain times?
Before the Pandemic there were specific times of the day that were seen as most optimal for posting. According to Sprout Social those times have also changed in the last couple of months. People’s routines are different and many are working form home. Where 11am to 1-2pm, somewhere around lunch hour, was previously a sweet spot for posting, it turns out that is has changed to 11am. Even the peak days of the week for social media traffic have shifted.
Most businesses have had to pivot in one way or another over the last few months as the world has changed. It looks like businesses have altered their social media practices in order to conform to new norms. They are posting more, interacting more with consumers and are posting at different times of the day and week in order to keep up with society’s new schedule. Will this be a permanent change in the way we see businesses interacting with customers? Will social media practices continue to pivot as our society adjusts to our new reality?
Facebook – How have Businesses have pivoted their social media use during quarantine? https://bit.ly/2BG83yA
Twitter – New trends in Social Media #socialmediamarketing https://bit.ly/2BG83yA