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In the wake of Monday's Boston Marathon bombings, it's apparent that we need to continue the conversation about how people and brands communicate during times of tragedy and crisis. Here are some social dos and don'ts to help prepare for a tragedy....
Let’s face it, social media isn't always in the hands of accredited public relations professionals with years of crisis management experience on their resume. Does your community manager know the answers to these questions? Chances are if they don’t then neither does the organization:
- Do we comment when there is a natural disaster or national tragedy? If so, what does that sound like?
- Cease all scheduled or planned content for X period of time.
- Check ad schedule and pull content promotion or campaigns for X amount of time....
the bottom line is: watch out for marketing mishaps when a tragedy happens. Particularly, don't mix marketing and tragedy.