As many as 20 close friends I know have created business channels, accounts, pages and podcasts on social media. From organic tea to interior design to social services like the distribution of PPE kits, there are all kinds of businesses and services being put “out there” with much enthusiasm and vigour.

In a world where interactions are orchestrated in a six-foot distance or on a tiny virtual oblong, it seems like social media is the go-to channel in the age of corona to scale a business or market a venture or solicit a service.

Interestingly, for most people, what started out as a creative outlet during the lockdown (which by the way has been declared as ‘Word of the year’ by Collins Dictionary!) has now morphed into a monetisable business opportunity – and an essential component of this is that entrepreneurial enthusiasts are focusing on meeting the requirements of a demographic in a pandemic.

From choreographers giving online dance lessons to virtual chefs whipping up easy-to-cook meals to podcasts hosted by mental health experts on self-care to WhatsApp videos illustrating the benefits of a paid service to influencers discussing the health benefits of turmeric, social media has caught our attention like nothing else and at a time when indoors is the new outdoors!

What I also find interesting is that Covid-19 specific outreach across social media is providing essential mental and physical support, especially for vulnerable communities – from ‘Mask For India’ spreading awareness about this essential safety-wear online, to ‘The Better Help Foundation’ showcasing the contribution of Mask Heroes and setting up an online fund to felicitate them.

On the flip side, the public has seemed to develop an intense devotion to social media. Just look around and you’ll be astonished to see the number of people just peering into their phones. So much so that Netflix had to bring out a documentary on the subject (“The Social Dilemma”) that has perhaps scared many off social media.

I believe the power of media has to be harnessed for good or it risks wiping us all out. For instance, the weaponisation of media by trolls and bigots can create an irreparable social rift, while information rooted in truth can bring forth untold benefits. Check out “Verified”, a United Nations project that seeks to improve access to accurate information. A simple sign-in will deliver verified information right to your inbox every day.

So here are some useful strategies for how your business can be safely created and marketed virtually –

• Choose the right platforms and cross-promote on other channels like LinkedIn
• Selectively and strategically leverage the use of branded hashtags
• Promote accounts in email signatures and newsletters
• Create targetted ads for specific interest groups
• Tag products to posts
• Elevate involvement through interesting content – blogs play a highly essential role in influencing consumer decisions
• Curate ethical content that resonates with your audience so that they find it relevant, useful and actionable