Top 5 Social Media Practices for Alcohol and Beverage Retailers Facing Shut-Downs

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, and 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 your community’s business environment and health commission change rapidly, keep your audience informed about what products and services you’re offering, such as carryout menus and 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 want during this time, then structure your content to provide value for them. You can even ask them directly what type of content they’d 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 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, business updates, and socially engaging content. Local content will be particularly close to your audience’s heart since communities are enduring uncertainty together. Share uplifting or important content about what’s happening in your city or neighborhood to start conversations on Facebook with your followers. People are more liable to like and share these posts.

Elevate Your Pandemic Social Media Practices

Now go beyond your own channels. 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.