Boostability is covering the COVID-19 outbreak through a series of posts designed to help you and your business succeed during this time.


Many companies have asked us about the best social media channels to use to promote their business. They want to know what they can do to optimize their current social media right now. You, too, may wonder how you can best position your business during the pandemic to communicate to your customers and grow your business.  In the June 24th edition of Search Sessions, Vivial experts Laura Cole and Todd Renard walked us through five top steps your business can take to leverage social media for your brand.

Adjust Your Goals

During this time, since more people spend time in their homes, it means social media usage is higher than ever before. Social media platforms report significantly higher usage numbers. For example, Facebook has gone up 27%, and YouTube and TikTok have seen increases of 15% each. If you’re not trying to figure out how to. reach these additional audience members, you’re missing out on major opportunities. Think about your goals and revisit them often. During this crisis, based on your location and industry, your goals can change regularly. Think about how you need to respond to meet your goals and adjust to the shifting needs of your customers and your audience. 


Leverage User-Generated Content

Start now to use your social media if you haven’t done much in the past. You can create more user-generated content as one of these key adjustments. There are more people consuming on social media. That also means, more chances for your audience to contribute. Engage with your audience and incentivize them to share your content and create engagement which in turn helps to create loyalty. Many in our communities want to help support local businesses right now. Take advantage of that! Generate fresh, compelling, interesting, and relevant content with authenticity at its core. The true nature of social media is user-generated content. Your website and social accounts should work together towards this goal. 


Increase Your Reach

In order to increase your audience and your reach, you need to pay-to-play.  Increase your reach with paid promotions. Even if you have 1,000 followers, not all of them will see your content. This is another huge opportunity to try if you haven’t already. You don’t have to spend thousands of dollars to reach your audience. Facebook and Instragam have affordable advertising and offer the largest audience to combine with sophisticated targeting. Don’t start too complex, start out simple and add as you go. Because of shifting priorities during the pandemic, many businesses now face less competition online. Use this as an opportunity. Now is the time to invest in social media marketing. Now is the time to advertise.


Be Socially Responsible

You need to recognize that we still live in an evolving situation surrounding COVID-19. Be aware of your messaging, the imagery that you use, and the offers you promote. For example, you don’t want to post pictures of a crowded restaurant or store. Make your customers feel safe and that you’re easy to do business with. Be sensitive to their concerns. You as a business are responsible for communicating with your customers. Keep them up-to-date on adjustments to company policies and your commitment to the local community. Meet your consumers where they are and give them options. Make sure you have your business practices front and center without any confusion. You want your customers to feel safe. Leverage this moment to build a long and lasting trust with your customers. 


Work Together

There is so much opportunity to work together with people and businesses in your industry or community. Consider this a time to come together to support each other. Work with other local businesses that compliment your products or services to boost sales for each other and leverage offers and contests to engage with your social community. Offer fun ways for consumers to learn about businesses that they may not know. Start co-promoting. It’s a great way to expand your reach. Share each other’s content and work together on new content to reach new audiences. Businesses will see high engagement, comments,  and post shares. There’s a desire to partner and support each other in the midst of the pandemic. Capitalize on co-marketing and make it a part of your marketing plan. 


Amanda is the Vice President of Marketing at Boostability. Amanda has 15 years of marketing and public relations experience. Prior to Boostability, Amanda was Co-Founder and CMO of PromoJam Social Marketing Platform, acquired by Deluxe Corporation in 2014.