I’d like to clarify in more than 140 characters a Tweet I sent earlier today. The Tweet was: “Every business social account does not need to share “thoughts and prayers are with #Newtown.” If you can’t add to the conversation, don’t.”
The context came from both my Facebook newsfeed and my Twitter feed. In both, businesses and organizations were simply posting some variation of: “We’re deeply saddened by the news of the Sandy Hook Elementary tragedy. We send our thoughts and prayers to all affected.”
It was overwhelming and distracting. Those kinds of statements don’t add to the conversation. Coffee places, non-profits, businesses and the like, didn’t need to say anything. At best it comes across as trite, at worst, like this Tweet from KMart, which Matt LaCasse posted to Facebook after seeing it elsewhere, comes across as very insensitive.
In a 24/7 news world, it is crucial for brands and business to follow news and revamp on the fly.
As digital marketer, Lauren Fernandez, (cubanalaf) points out, there are times when it is appropriate to say something. She replied to my tweet with, “We did so when canceling our contest today, and felt it was appropriate. I still do.”
Fernandez also adds, “It’s appropriate for brands to do so if product, company values or brand location ties into it.”
I agree with her on both points. Her first comment is the right way to acknowledge that plans changed and events and people take prescience over promotion.
Do you manage a social account for a brand or business and agree or disagree?