Issue link: http://psai.uberflip.com/i/1272101
ASSOCIATIONINSIGHT Portable Sanitation Association International News BIWEEKLY EDITION JULY 22, 2020 Page 17 Are You "Being Social" with Your Customers?…Continued from page 16 Needless to say, this is not the time for your business to go silent on social media. While many users are scrolling for entertainment, an equal, or possibly even greater, number are searching for news, answers to questions, and updates from companies they care about. And trust me when I say, they are paying attention. A recent study found that "sixty-five percent of consumers expect that company actions during this time will likely impact which brands they decide to purchase with in the future." How should you use social media during a crisis? You may have paused all your normal scheduled social media posts this summer that usually revolved around events, fairs and usual social gatherings. So what can you share now that will offer value to potential customers? Start monitoring social media—what is it like in your area? These are times that not one of us has ever encountered before in our lives. Each of us is handling it differently as are different parts of the country. See what people are saying, respond to questions and comments from customers. This really seems like a no-brainer, but many businesses shrug off the important role that social media plays during a crisis. If a customer has a question about hand washing stations, sanitizer or portable restroom safety, you should not only answer but refer them to your COVID-19 plan on your website. Share important updates. How has your business been impacted by the crisis? This is obviously important to your customers, and immensely important to communicate effectively. Social media is an inexpensive and effective way to do this. Show how your workers are dedicated to providing a clean and safe environment. Talk about hand sanitizer placement or the importance of renting a hand-washing station with a portable unit. When people see this while they are scrolling along, it will not only leave a lasting positive impression about your business. It will also prove that the industry is at the forefront of this crisis. Use compassionate messaging. Social media isn't just a place for sharing company updates—it's the perfect way to share compassionate, timely messages that resonate with your audience. Offer empathy, support, and most importantly, be human. Crises are stressful for everyone, so having a human approach to your social media messaging will help your audience feel a little less alone or overwhelmed. Don't overthink it—just be honest. Humor is another great outlet to connect your business with your customers during stressful times. Take a break from the crisis-related content filling up everyone's feeds. It's important to recognize that we're all in this together, and sometimes poking a little fun at yourself (in a lighthearted way) will lend itself to your brand's more human side. There are plenty of funny memes and cartoons about our industry. Find suitable ones and share away. Continued on page 21