Social Media Strategy in Times of Tragedy

Part of your Web Presence & SEO Strategy is a Good Idea by Krista LaRiviere, gShift Labs

Brands seek to engage their fans, friends and followers; some even go so far as to buy fans. They want people to “Like” them on Facebook or follow them on Twitter. Brands want to socialize, share a laugh, hangout, join a Group and even have a conversation. The strategy of becoming a more social company is clearly working; 87% of people report Liking or friending a brand on Facebook.

When tragedy strikes, as it did one week ago, brands are more often finding themselves in an awkward situation. How can brands act as friends? What does that conversation look like? Can a company be empathetic or consoling… and is it their place to try to be that, or is it exploitation, self-serving and inappropriate?

Do We Really Need to Have this Conversation?

Truthfully, I’d rather not, yet the tragedy in Newtown, Connecticut has made me reflective this past week. Across the country, I believe many people have been left confused, heartbroken and even depressed by this terrible event and others like it. As a parent, a neighbour and a human being in general, I’ve been unable to think about much else.

Yet when the unthinkable happens, life must still go on. As much as we wish the world could stop for a moment so we could collect our thoughts, business marches on. My sincere hope, as I write this, is that readers will understand where I’m coming from, which is a place of introspection and trying to deal with what I can and make sense of something that never will. My only hope is that you can take something helpful from my experience, as this tragedy has brought up issues and lessons for me, as a person and a marketer, that I believe can help others.

I didn’t choose to be in crisis management; it chose me when one of my best friends was murdered by a serial killer, who eventually confessed to killing seven others. I was just starting my career in public relations and suddenly found myself, alongside my friend’s family, under the spotlight of a national news story tragically similar to the recent Newtown, Conn. shootings. I understand all too well what those families are going through with what can seem like a circus of media.

I have experienced the pain of having the police confirm the identity of a loved one gone too soon. Yes, it was definitely Tracy’s raped and mutilated body found at her door. What was supposed to be her first day of school at University of Florida was actually her last day with us.

I was the last person to talk to my friend and will spend the rest of my life wondering why Danny Rollings randomly chose his beautiful and innocent victims. They just happened to be in his path of mental illness and destruction. Ever been to two funerals on the same day? I know what that’s like too, since Rollings also killed Tracy’s roommate, Manny, another high school friend whose heroic efforts nearly saved them both. Almost.

Everywhere we look in the wake of the Newtown, Connecticut tragedy, people and companies are struggling to somehow express their sympathies without crossing the boundaries that could make their messages appear self-serving or selfish. People are, by nature, skeptical of brand messaging, yet it seems callous and inauthentic not to say anything when you truly feel you have something to say.

Behind businesses are real people and as people, we are all affected. The Newtown school shootings raise questions on just how a brand should interact with fans during a crisis and the unwritten rules of social media etiquette.

How Can Brands Support Audience on Social Media?

According to a study, about 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website. If a brand really wants have a personal relationship with its audience and be seen as more than just a way to get coupons and giveaways, they need to offer more than promotional content. Brands need to offer resources, meaningful content. The first step is being real and getting personal.

What people will appreciate and remember:

XFactor dedicating a song in the opening to victims. The song was "You are not alone."The Today Show and The New York Times publishing the names of each victim.Saturday Night Live opening with Silent Night from the New York City Children’s Choir.Acknowledgements from brands like this one.

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