Brands on social seem to struggle with tragedy. PR agencies, ad firms and digital shops are filled with people who are affected, even if indirectly when tragedy strikes. Everyone struggles with coming up with the right thing to say. There is a very human need to say something.
But brands are not humans.
Even though the people who staff accounts have the best intentions, creating a post in the vain of “We Remember…” or “Our thoughts are with…” is inappropriate. People are turning to each other for comfort, for news outlets for coverage. They are not turning to consumer package goods or B2B companies for solace.
In the aftermath of tragedy, brand posts do two things:
- Clutter up newsfeeds when people are looking for instant information.
- Give the perception that a brand is leveraging a tragedy for their own benefit.
So, if you manage social media for brands what should you do? Halt all posts, especially in the hours after the tragic event. By staying quiet, your brand will be doing something important- giving people space to find news, connect and find solace in their friends.