5 tips for building strong social media communities during difficult times

For years, social media has been shifting away from its social roots to become more of a branding marketplace, but the COVID-19 pandemic gives us all a chance to swing the pendulum back in the social direction.

During these difficult times, more people are appreciating the value of real community, not just the number of likes on a post. Social media users want to form genuine connections with others, especially since they’re not getting that as much in person right now.

But that doesn’t mean brands are being shunned. They just need to adapt to the current environment, which often means building relationships—and ideally whole communities—that will pay off once life gets back to normal, rather than trying to go for the sale now.

 To build stronger social media communities, try these five tips:

1. Sell less, engage more. Even in normal times, always being salesy on social media, especially within organic posts, doesn’t work well. Your followers are often online to see what their friends are up to and to be entertained, not checking to see what a brand is selling.