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I think the honest answer is who really knows? There have never been times like this before, so there are no rules, no guidelines, no best practice.
So I’ve got nothing to base this on, no simple rules to review things by, but I’d go for two things:
- Content that works for you and how you’re feeling
- Content that works for your customers
Those would be the two guidelines, and then you might think about a couple of categories of content.
This could be about your business: new opening hours, new ways of doing business, or the fact that you are not currently able to be open. You might share information about other businesses in your local community. Check out this great site put together by Andy of Biff’s Kitchen, showing small food businesses still doing deliveries.
What can you help your local community with, or other businesses in your area?
Heartfelt moments and thanks
These are tough times. They make us grateful for what we have, and also the efforts of others. The Clap for the NHS moment was incredibly moving, like the videos of the Italians singing from their balconies.
I’ve started an almost daily post on Instagram under #graceandsavour, so one thing I’m grateful for, and one thing I’m going to savour the other side of all of this. It’s probably more personal than many other posts I do, but I’m okay with that, and people are getting involved too, which is lovely.
Again, it doesn’t matter what you post, as long as it’s heartfelt. It’s okay to say you’re not feeling okay, that you’re not having a good day. That word “authentic” was overused before all of this, but it’s never been more important.
Make us laugh and smile
Heaven knows, we need a laugh at the moment. So whether you post cute cat and dog videos, or silly memes, even if you wouldn’t normally, then now is probably the time for that.
Stay as visible as you can
I would say that it’s important to continue to connect with your customers, only you can decide how much you want to do. You might vary your normal frequency, and that might be more or less than usual. That’s fine, just tell them, and tell them why.
Don’t worry about what the right thing to do is, or what the rules are. Just write what your customers need to hear from.
So, how are you doing? You’ll find me a lot more on Twitter at the moment, not looking at the bad stuff, just hanging out. Come and have a chat, or drop me an email, if you just want to shoot the breeze. Or send cute dog videos.
Take care, and here’s to better days ahead.