If your grandparents looked like they crawled off a Clairol box, then congrats on hitting the genetic lottery. For the rest of us, stock images showing perfect people in perfect families just aren’t relatable. They also just don’t work well on social and here is why…
In the wake of tragedies, people turn to social media for instant information, to fulfill our human need to connect. This is when social media really shines, when it’s promise as an instant means of communications and information comes true.
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... Read more