Let me ask you a question. When is it not an appropriate time to post on social media?
You may not have encountered this situation yet in your social media journey, but that doesn’t mean you won’t ever. It’s best to be prepared and aware of some best practices.
Go back to what ran through your head when I asked the above question. Topics such as political events, crises, or sensitive situations probably came to mind, right?
It’s never an easy thing to think about but here are a few things you can do to be prepared for those situations:
TAKE A PAUSE ON POSTING:
If there is one thing you take away from this blog, it’s this tip right here. As soon as there is a sensitive situation, you or your social media manager should consider what content is going out on your social platforms. You want to avoid looking insensitive, tone-death, or ignorant. It’s best to stop and think about the impact of your posts at that moment in time. Are they relevant or even appropriate? Is it that pressing? Can they wait? Chances are, they CAN wait and will more than likely be received better at another time.
COMMUNICATE WITH EMPATHY:
While it’s not necessary to acknowledge everything, if it’s something that is relevant to you locally or in your industry, it is okay to show empathy towards the situation. Expressing support or providing resources is often appreciated and valued. You also want to make sure you aren’t using the situation for any type of gain. Again, communicate with empathy.
POSITIVE PARTICIPATION:
Crises can bring communities together so If it’s something that is directly impacting you or your audience, this is a case where you can provide more information. For example, if you need to modify hours or close, are partaking in some type of support, donations, or helping in any way.
EASE BACK INTO YOUR “ NORMAL”:
Depending on the situation, there most likely won’t be a set time or perfect time to resume your operations on social media. When you as the brand or business feel it’s appropriate, you can slowly ease back into posting regularly with your usual content. If you have been posting about a sensitive event, remember to ease back in. It can look disingenuous if you make a sudden shift. Consider how your audience will react.
IF YOU HAVE TO THINK TWICE, YOU HAVE YOUR ANSWER:
A good rule to follow when it comes to crises or sensitive topics (politics, local or national disasters, unprecedented times, etc.) is that if you’re even thinking about whether it’s a good idea or not to post, it most likely isn’t. Your answer is already there if you’re doubting yourself. And if you must post, consider your tone. Be considerate and neutral if necessary.
At the end of the day, you want to be mindful and empathetic to retain that trust with your audience. Knowing the above tips will help you protect your brand’s reputation and manage a hard situation to the best of your ability.
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