What Happens When Things Get Political: A Guide for Small Business Social Media

As the social media manager for a small women’s boutique in Vermont, I’m used to posting about new arrivals, styling tips, and shop hours...

But earlier this year, that changed.

In late February, a national economic blackout swept across the country, protesting rising costs, inflation, and federal tariffs. The movement urged people not to shop at major retailers for the day. And for our client, a women-owned business, located in a progressive ski town where local protests were happening just blocks away it raised a big question: How do you respond, especially when you’ve never posted about politics before?

When National Politics Hit the Local Sidewalk

The timing of this blog post wasn’t random. A few weeks ago, a high-profile political figure, Vice President J.D. Vance, had made headlines for vacationing at a ski resort just down the road. Vermont locals, not known for staying quiet in the face of political contradiction, took to the streets of the Waitsfield in protest.

Suddenly, politics wasn’t just something happening “out there.” It was literally outside our doors.

And many small business owners asked the question:

When the moment gets political, do we say something, or stay silent?

The Tension: Staying Neutral vs. Staying Human

Here’s the truth: for many small businesses, especially those run by close-knit teams with diverse viewpoints, engaging with political issues can feel like walking a tightrope. You want to respect your customers. You want to protect your brand. And you want to honor the real, personal values of your team.

In our case, the team didn’t all vote the same way. They didn’t all feel the same level of urgency around the protest. But what we did agree on was this: we wanted to stand with our community while staying true to who we are.

The Response: A Reminder, Not a Rallying Cry

Instead of calling out political figures or pointing fingers, we chose a different approach. One that felt authentic, non-divisive, and anchored in values. We posted a quiet image of the front of the boutique with a simple message:

“Reminder: Today is an opportunity to support your local small businesses 💛”

That was it. No hashtags. No callouts. No political rhetoric.

And yet, it landed exactly how we hoped it would: as a reframing of the economic blackout. A reminder that while the broader buycott movement encouraged consumers to avoid spending at large corporate retailers, it didn’t mean they should avoid supporting the businesses right in their own community.

What We Learned: Key Takeaways for Businesses Navigating Political Moments

If you’re a business owner or social media manager trying to figure out how to communicate during politically charged times (especially when your brand has stayed apolitical until now) here’s what we learned:

1. Start With the “Why”

Ask yourself: Why does this moment matter to our business?

If a protest affects your foot traffic, or new tariffs raise your prices, your audience deserves to understand how politics affects your operations - even if you’re not making a political statement.

2. You Don’t Have to Be Loud to Be Clear

Sometimes, the most powerful thing you can do is reframe a narrative without fueling division. A quiet, thoughtful message, grounded in values like community, support, or care, can speak volumes.

3. Acknowledge Without Alienating

It’s possible to express empathy or alignment with your community without turning your feed into a battleground. Think about what you can say that reflects your business’s humanity:

• “We’re listening.”
• “We support our community.”
• “Here’s how this is affecting our small business.”

4. Involve Your Team (Even If They Don’t All Agree)

If your staff has different viewpoints, bring them into the conversation. Ask what they’d feel comfortable standing behind publicly. It’s okay not to post right away. A little delay is better than putting out a message that doesn’t reflect who you are.

5. When Silence Isn’t Neutral

There are moments when saying nothing sends a louder message than saying something. Define your values ahead of time: not just your marketing goals, but your brand’s ethical compass. That way, when the pressure’s on, your direction is already clear.

Final Thoughts

You don’t have to be political to be thoughtful. But when politics start affecting your people, your profits, and your place in the community, you do have to respond like a human.

This isn’t about chasing controversy or playing it safe: it’s about staying rooted in who you are, showing up with clarity, and trusting your audience to recognize your values when they see them.

The next time the world outside your store window starts to shift, ask yourself:

• What are we feeling?
• What do our customers need to hear?
• How can we say it in a way that’s honest, calm, and grounded?

Because sometimes, the simplest message

“We’re still here. We care. And we’re open.”

is exactly what people need to hear.