Social Strategy for ‘Sweet’ Success: Strange Donuts

Social media is proving to be more than sharing photos of quarantine-memes and recipes. For many businesses struggling with the crippling impact of the pandemic, social media has become their lifeblood, allowing those brands with an authentic voice and loyal following to strengthen their online presence and remain not only supported, but supportive.

Iconic sweet and savory bakery, Strange Donuts, is doing just that. Retooling their messaging and staying true to their mission, the owner is connecting with followers on a personal level.

“I didn’t know how much our stores meant to people; by being more personal and being in front of social media, I feel like I’ve been speaking to people directly through Strange Donuts, and they resonate with what I’m saying,” said Jason Bockman, owner of Strange Donuts.

With so many challenges delivered through the pandemic, this is not to say that social media is a guaranteed silver bullet. Rather, it’s an important tool for those able to persevere.

“I can either let this fear paralyze me, or I can let it motivate me,” Bockman said. “I’m going to let it motivate me. I feel like if I stopped, I might not be able to start again.”

Bockman believes that for companies to survive, they must communicate honestly and openly with their customers. This means displaying empathy and compassion and not solely focusing on profits. He also said it’s important for businesses to be sensitive and supportive of their followers because the way they treat their customers now could define them for years to come.

Businesses that can do so can also take advantage of the opportunity to give back. Bockman and the Strange Donuts team have donated funds to the Gateway Resilience Fund and have partnered with other local businesses to sell one another’s products.

At this moment, we have seen a greater sense of unity in our communities. The businesses and organizations that can harness that unity will be equipped to come out of this challenging time stronger than before.

“By trying to remain positive and put out positivity into the world via social media, I can help people cope with their problems they’re experiencing through the pandemic,” Bockman said. “I tell stories and try to do what I can to provide relief.”