In the wake of the Boston Marathon bombings, scheduled tweets from Twitter users have come under fire. While scheduled tweets can in fact save time for users, the pre-determined messages can be seen as insensitive during a tragedy, especially when the posts surround self-promotion.
Due to the fact that there are no concrete rules of how to go about posting content during a tragedy or after a national crisis, etiquette is oftentimes difficult to determine. As a result, Social Media Today and PR Daily have suggested a few practices on how to handle and post social media content in such an instance.
First, deactivate scheduled tweets, posts, and other automated content. With the influx of developing updates, fans and followers of your accounts may find the content insensitive, and may start to believe that your company is unaware of what is going on around them.
Second, be sure to review your content calendar and make adjustments. One seemingly harmless word in a post could have a whole new meaning after a tragedy, so take the time to reassess.
Third, do not promote, but instead consider pausing your message. Again self-promotion could come across as insincere, so delay your company’s message.
Lastly, show compassion by offering condolences, and if possible share helpful resources.
What changes do you make to your social media efforts when something unexpected strikes?