In the wake of the school shooting in Uvalde, Texas it’s worth pointing out some straightforward, but sometimes easy to forget, advice marketing professional Ceci Dadisman posted across social media:
Fellow marketers who manage social media, please consider pausing paid campaigns and scheduled posts today.
— Ceci Grasso Dadisman (@CeciDadisman) May 25, 2022
Granted, that advice can sometimes be easier said than done if timing falls on a major announcement but it’s good to have a handle on how to implement a digital communications pause regardless.
Likewise, the very nature of a tragedy means that even expressing support can risk being misinterpreted. If the tragedy is directly related to your organization or community, then posting a message is more appropriate.
When in doubt, remember that discretion is the better part of valor.