In times of crisis, like the one we’re currently experiencing in the midst of COVID-19, your social media presence and messaging are critical. Your social media channels are the front line of communication and can give you direct access to your customers to share information about your business in a timely, honest and innovative way.

In the past few weeks there’s been a flood of new ideas on how to ‘show up’ on social media in light of the current pandemic. However, we narrowed in on five top tips for small businesses to keep their customers advised in unprecedented times when information is rapidly changing.

1. Be honest and informative. Show up on your social media platforms prepared to be transparent with any changes that you have to make and adapt to with your business. It’s incredibly important to remember that your words hold weight and the information you share sets the tone for what happens next with your business and how your customers view your brand. Let your customers in on your journey through this time of transition, whether it’s letting them know you’ve opened an online store, that you’ve made changes to your operations, or suggesting new ways they can support you.

2. Stay calm. Don’t panic and begin offering discounts that don’t make sense for your bottom line. If you do have a product for purchase, plan to sell in a way that’s feasible for your company (this may or may not include a sale). If you’re selling an essential product or service, in the context of an emergency situation, there’s no need to cheapen your offer with a discount — you, in fact, owe it to your audience to market. If you sell a non-essential product or service, use this time to focus on audience expansion over revenue maximization. In both cases, however, make sure to set up an e-commerce platform if you haven’t already.

3. Keep your content on brand. Create new, brand-related content that’s either positive and light to keep your customers encouraged or 100% factual to keep your customers informed; both dependent on the nature of your small business. We recommend only sharing facts about the pandemic if your business is directly involved in relief efforts or when using government messaging. Consider why people follow you on social media in the first place and stick to posting content that represents your brand’s overall mission. Don’t jump on any content bandwagon you see — for example, if you’re never posted a meme before, now might not be the time to start.

4. Increase your dedication to responsiveness. Continue to closely monitor your community for questions or concerns that may come up and respond to everything in a timely manner. If you have limited internal resources, consider bringing on additional support. Now is not the time to leave comments unnoticed or messages unanswered. Remain in front of your audience and be diligent about staying on top of community management.

5. Be ready to pivot at any moment to meet your community’s needs. This can include rewriting pre-planned content, adding in new (and branded!) content related to the situation, or altering aspects of your current strategy altogether. The best way to do this is by acknowledging the reality of the uncertain environment we’re currently in (see #1) and reflecting on the content you’re planning to post. Always ask: is this post, video, or story that I’m about to share sensitive? And, is it relevant to the current needs, thoughts, and behaviors of my audience? Make sure you’re reviewing all content and double-checking your messaging.

While there isn’t one correct way to share information during emergency situations, these tips are a great place to start. Most importantly, stay safe and stay healthy. Now is a time when your business needs you more than ever — don’t forget to take care of yourself and your family first. Breathe. You’ll get through this and your customers will thank you for how you chose to actively support them and show up in a time of crisis.