If you’ve been lax about your business’s social media accounts, now’s the time to amp up your investment in this underutilized online business asset. “For many businesses, social media accounts have been little more than an online directory listing,” says Jones. Businesses using their social media accounts as their first lines of connection with customers, however, are seeing tangible advantages.
Jones notes that accountancy and legal companies can now start to deliver timely and professional advice via Facebook Live broadcasts and video lessons on YouTube. Independent shop owners can photograph their goods for Pinterest and Instagram, creating new channels for their homebound customers to connect through.
“The reason these platforms are so important is that your customers are already using them,” says Jones. “Many other tools require you to win someone’s attention and bring them somewhere new and, in today’s market, I would look to bring your message to the people and not the people to your message.” Rikki Rogers, vice president of marketing at Curbio, a real estate company that lets homeowners flip their own homes using their turnkey presale renovations, notes that real estate agents are also using the power of social media to stay engaged. “Right now, [real estate agents] have a little extra time to focus on their marketing efforts. We’re seeing agents push out high-quality content on their websites and social media pages,” says Rogers.
Molly Carmel, founder of The Beacon Programs, was also inspired by the COVID-19 crisis to use social media to reach her clients who valued the in-person support aspects that her company provides for food addictions. She created “Close the Kitchen,” a nightly gathering on Facebook at 8:30 p.m. ET, a time at which many people struggle with binge eating. She offers tips, words of support and a place where Beacon’s clients can connect with each other.
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