What To Post After A Tragedy

What's Happening

After a national tragedy strikes like at the Texas elementary school here in the US, it's hard to know the appropriate response for a brand on social media.

Should I address it? Should I stay silent? Should I voice my opinion? Should I spur people to action?

You’re stuck in a swirl of your own emotions around the event and what to post on your businesses’ social media accounts can feel like another weighty decision to manage on top of it all.

Use it for Your Business 

A few questions to help guide your thoughts as you come to a decision:

1. Do people need to hear about my [product/service/message] right now?

• If yes, proceed with caution and make sure your post can in no way be misconstrued that you're trying to gain business off the back of this tragedy.
• If no, the answer may be pausing your posts.

2. Should I address the tragedy in any way?

Ask yourself: Is your audience affected by this tragedy?

• If you have a constructive solution or message of hope that would comfort your audience, consider it.
• If your audience isn't near the tragedy or wouldn't really affect them, addressing it may be nice but not necessary. For example, if your company repairs HVAC systems in Ohio, posting your sympathies may not make sense to your followers.

3. Is this tragedy personal to you but not your business/audience?

• As a solopreneur or personal brand, this can get murky. You may want to draw attention to the tragedy to make people aware, but you could also be sacrificing people unfollowing because they want content on your services, not social justice.
• Don't get me wrong. You should stand up and add your voice for what you think is right, but consider if your brand page is the right place for that. Again, it's a very personal choice.
• One option: Share resources and your opinions on your personal social accounts, and pause the posts on your business accounts.

4. What does your audience need right now that you can provide?

• This is a simple but powerful question. What are they working through? Do they need comforting? Are they angry? Do they need resources to give to the cause? Do you have resources to contact their political reps?
• If you don’t have any helpful answers to these questions, consider pausing your social posts.
• If you don’t have the answers, consider resharing posts from those who do.
• If you have a message of hope or know a way they can help, post it!

I sincerely hope this helps you move forward. I am not an expert on how to ease the grief of this tragedy, but this message is my own personal answer working through these questions and figuring out how to ease your burden in a small way.

Relevancy Rating

Just because it's new doesn't mean it's worth your time: Is addressing a national tragedy worth your time?

Maybe: I give it 3 out of 5 thumbs up.

Yes, it’s worth your time to consider whether or not to post. No matter if you decide to post a message of hope, resources for action, or pause your posting all together – you’ve served your audience well. Well done, you!

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