Dear Metter,

I know it’s important to be active on social media, but with the ongoing COVID-19 pandemic, how often should my brand really be posting each week?

— Socially Confused

For the time being, all industries are being forced to adapt their social media approach. From restaurants and hospitality to corporate companies, insurance industries and nonprofits, everyone has had to pivot their social plan to match the tone of social media right now — and that includes how often and when posts are published. But, during this time of social distancing, many of us are turning to social media to stay connected to one another. In fact, there has been a 40% increase in Facebook and Instagram usage right now, showing how important it is to remain present on these virtual platforms. 

While there is no one size fits all approach when it comes to how often you should be posting, here are a few best practices by industry.

Nonprofits

Now, more than ever, it’s important for nonprofit organizations to be sources of support and informative resources for their audiences. While you may not have all the answers right now, you can still share local resources multiple times per week (free food programs, COVID-19 safety guideline updates, relief funds, etc.) to your pages. The ongoing pandemic requires sharing information in a timely manner, so even if you used to post just twice per week to Facebook, it’s okay to post two relevant posts for Facebook in one day right now if needed. Across all channels, sprinkle in a few positive posts throughout the month as well as any updates specifically related to your organization and how you’re supporting those in need at this time. 

Corporate Companies (Insurance, Tech, Finance, Law, etc.)

Many of these businesses are considered essential right now, and we understand how busy everyone may be as they adapt to working from home. Because of this, you’re likely not posting as often as you would in normal circumstances — and that’s perfectly fine. Similar to nonprofits, share relevant updates related to your business and operations, local safety guidelines, and positive articles about members of your community supporting one another during these trying times. Even if you’re only able to create one or two organic posts per week, that’s enough to keep your audience engaged and informed on what matters most. During the current climate, it’s more important than ever to focus on the quality of your posts rather than the quantity.

Hospitality

It’s no secret that the restaurant industry is being hit hard during COVID-19. If you’re a restaurant owner or chef, you’re doing everything you can to keep your lights on right now. If you are open and taking takeout orders, that’s a good problem to have. But it’s important to keep in mind that continuing to post on social media is the only way your guests are going to know 2 things: 1) that you’re continuing to stay open, and 2) that when this passes, you’re ready to welcome them back into your business. A minimum of three posts a week is enough to remind your guests what you’re able to offer them right now, all the different ways they can order, and any specials or daily promotions you’re running.

If your doors are closed for takeout and delivery, the same minimum number of posts applies. Maybe you’re donating what you can to a food drive. Either way, consider what your guests value, and think of ways to remind them you’re thinking of them. You can share heartfelt messages from the owner (hey, maybe that’s you), a friendly #throwbackthursday, create a virtual meeting background of your location, share a homemade version of a popular menu item, the list goes on and on. The bottom line — maintaining a strong presence on social media is how you’ll stay top of mind for your guests. Frequent weekly posting will give you the leg-up from your competitor down the street when the dust settles.

Metter Media is a Boston-based social media agency that runs the social media for more than 50 businesses of all types. We are offering free consultations during COVID-19. You can reach us at info@mettermedia.com to set one up.

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