Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Brand Marketer's Checklist When Tragedy Strikes
Posted on April 17th 2013
When news of the Boston Marathon bombing broke Monday afternoon, many took to social media to share information and concern for those affected. At the same time, some marketers didn’t take appropriate steps to alter their messaging in light of the unfolding situation, causing embarrassment and unnecessarily adding noise to response efforts. While it should be important for any marketer to prevent negative publicity, it's more important to show respect when tragedy strikes. Follow this checklist to ensure your brand communicates appropriately through all online channels in the event of an emergency.
1) Immediately Disable Scheduled Tweets, Posts and Emails
Brands who schedule their posts in advance may cast themselves in a negative light when solicitous messages are broadcasted in the early stages of a breaking news event, especially ones involving injury and loss of life. Every marketing team should have someone responsible for immediately disabling all scheduled social media posts and emails when an event occurs.
2) Alert All Employees
If your employees are active on social media, it's important that they be alerted immediately to breaking news stories in case they also have posts scheduled. Employees who are unaware of a developing situation may inadvertently bring embarrassment to themselves and the brand through insensitive and oblivious comments.
3) Alert Your Followers With Appropriate Updates
For marketers who manage brands with brick and mortar establishments in affected areas, or for those who provide services that may have been impacted or can impact rescue efforts, it may be appropriate to alert your community with appropriate information, such as transportation closures, triage sites and donation efforts. Consider putting together a small task force that can prepare and deliver messaging in times of crisis.
4) Review Content Calendar
Once you're disseminating appropriate information, turn your attention back to your own upcoming marketing efforts. Check your scheduled content, both queued for publication and production, and remove any content that may be insensitive. One innocuous word in a blog post title may take on new meaning following a tragic event.
Optional - Send Condolences
For certain brands, it may be appropriate to post messages of condolence for victims and their families, but avoid pandering or grandstanding. In times of difficulty, however, silence may be the best option for brands.
Avoiding any social media faux pas can save your brand from potential embarrassment, but more importantly, show respect for those who have been impacted.