In these uncertain times, social media is more valuable than ever for both businesses and the general public to source and disseminate helpful information and compelling content. We’ve rounded up current digital updates on the COVID-19 crisis and how it has quickly and drastically changed the social media climate. Here’s what you need to know:

Social media is more active than ever

According to MIT Technology Review, "With soft quarantines in place, Facebook, Twitter, and other services are taking on an entirely new valence as the foundation for our everyday lives—a crucial conduit between families, friends, and coworkers, as well as much-needed entertainment. As we become more isolated physically, social media and the web will also have to shoulder the world’s information needs as more and more people seek timely and local information."

This pandemic is turning into an “info-demic,” and social media is being used more widely than ever. Over 20 million posts go up each day mentioning COVID-19.

Facebook, Twitter and others have sent home thousands of employees

Despite the surge in social media usage, Facebook, Twitter and other technology companies are grappling with the same issue as any other major employer: the need to send their teams to work from home. Many part-time content moderators are being temporarily suspended (with pay, in most cases) and auto-moderation has taken over. This makes it especially important to vet content for any potential trigger words and launch campaigns early to allow time for appeals, if necessary, during this time of shaky content and advertising approval.

Additionally, community management at this time is paramount, as inflammatory comments may sneak through moderation and land on your page.

Screen time numbers are up dramatically

As Apple’s weekly screen time stats rolled in over the weekend, users across social media widely reported increased screen time numbers. In a poll conducted by Mashable, a whopping 75% of respondents reported increased screen time, with 22% admitting their screen time was up over 100% over the past week. This shows that there are more eyes than ever on social networks, many of them accessing the sites via smartphone, as the COVID-19 crisis develops.

Social media usage is up, but advertising is down

Social media platforms, with Facebook leading the charge, are reporting increased activity over the past few weeks. Both personal profiles and brand pages are highly active, promoting and seeking out relevant news and information and serving as vital means of connection during these socially isolated times.

However, fewer companies are advertising on social media. This makes sense: We are recommending reduced advertising programs for many of our clients as retail and hospitality are hit hard by the pandemic. There is simply not a high ROI for advertising or self-promotion right now. We do recommend small advertising campaigns if your company is leading or supporting a charitable campaign to maximize participation and help during this difficult time.