Top 5 Social Media Practices for Alcohol and Beverage Retailers Facing Shut-downs – BrandMuscle
Top 5 Social Media Practices for Alcohol and Beverage Retailers Facing Shut-downs
March 26, 2020
Countless bars, restaurants and retail stores have been shuttered indefinitely over concerns about the spread of the COVID-19 outbreak, leaving alcohol and beverage retailers in a vulnerable position. Keeping up with customers on social media can help you maintain your brand awareness and sales as shut-downs threaten to sever portions of your revenue.

Use these top 5 social media best practices to help weather the economic impact of COVID-19:

1. Update your location data

It’s important to communicate any changes in your business operations. Update your location data across all of your social media profiles to reflect new hours, store closures, different contact information or special announcements. Having consistent and accurate location data enables your customers to easily access crucial information about your business.

2. Keep your audience informed

As the business environment and health commission of our community changes rapidly, keep your audience informed about what product or services you’re currently offering, such as carryout menus or beverage delivery services. Use social media as a tool for making statements on how your business is handling the situation—whether that’s adjusted hours, extra sanitary measures or temporarily closing.

3. Structure your content around customer needs

Consider what information customers are seeking during this time, then structure your content to provide value for them. You can even ask them directly what type of content they would like to see through posts or live videos. For example, customers might look to you for ways to mix their own drinks at home or replicate their favorite dish off your menu. Keep your business at the top of their minds by uploading videos or regular social posts with recipes, demonstrations and bar hacks that incorporate your products.

4. Monitor and respond to consumer engagement

For alcohol and beverage retailers, social media offers an opportunity to develop relationships with customers even without a physical presence. Therefore, monitoring and responding to consumer engagement on social media is more important than ever.

Monitor comments, tags, mentions and direct messages regularly—customers often expect same-day responses.

Respond to all valid reviews and social media mentions appropriately
  • Positive – thank them and follow up if necessary
  • Negative – Apologize publicly then take detailed response offline
  • Spam – Ignore and report

    Actively ask your customers for reviews and engagement

    Share positive reviews and comments across social media

    5. Vary your content, but keep it local

    As a general rule, about 30% of your content should be original, 60% of your content should be curated from third part sources and 10% should be promotional offers for your products or services. Include a mix of news, product and business updates and socially engaging content. Local content will be particularly close to your audience’s heart since communities are enduring uncertainty all together. Share uplifting or important content about what’s happening in your city or neighborhood to start conversations on Facebook with your followers—people will be more likely to like and share these posts.

    Go beyond your own channels, too. Show your support for other local businesses by liking their pages and engaging with their content. For most social media best practices during the COVID-19 pandemic, check out How to Use Social Media for Crisis Communication. Need help with scaling your execution? Contact BrandMuscle.