As with any tragedy, we often explore this topic every time innocent life is abruptly taken. However, how should you alter your content strategy?
While the answer to me is somewhat obvious, I continue to see folks not understand the most basic of principles. Being, (i) You’re not always the most important thing in the world and yes, (ii) a sale can wait a day or two. While there is no timetable for personal bereavement, or a national tragedy like Newtown, which hit VERY close to home. Respect for those who have lost their lives is just a human trait. I recently witnessed a spat between a VERY influential celebrity and a writer… which matured into an insensitive chest beating by the celebrity informing this “correct” writer that he didn’t have enough “followers” to tell him how to tweet (auto-posting) during a tragedy or any other time (image of writer responding to the celebrity below, informing him how insensitive he was – I agree with Steve).
Here are my tips for the Guy Kawasaki’s of the world that believe they are above reproach. Oops, I name dropped:
- Posting directly after a tragedy should reflect how you or your business support those of the tragedy; please turn-off scheduled tweets or posts, it’s insensitive. (see image of Engage121 during the Boston Bombing)
- Stay away from political dialogue. As with Newtown, we were all upset with the vicious nature of the crime, however this is a time for the victims, not political posturing.
- Timing – within 24 hours, we need to showcase our resolve. While I recommend this period to showcase resolve, use common sense and social media. Social conversations are a great barometer for sentiment. Listen and your community will tell you if it’s ok!