Knowing When To Keep Quiet

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.