Should We Engage? How Brands Should Approach Memorials & Tragedies

At a glance Explore the complex debate on how brands should approach memorials and tragedies. Learn from influencers' advice and understand why silence can be golden.
Last week, the United States honored those lost in the most horrific act of terrorism ever seen by the nation. Social streams filled with people's thoughts, remembrances, emotions and reflections on the tragic event. It was a somber day online for many, understandably, and a confusing day to be a community manager for brands in the United States. Brands struggled to find their voice in the midst of the reflections, grief and thoughts. As brands try to be more human and connect on an emotional level, the debate on how brands should approach situations like the anniversary of 9/11 or tragedies like the Boston Marathon bombing continues on. More and more are falling on one side of the issue. On the 13th memorial of 9/11, a few influencers took to educating brands on how to better approach the situation. What was their advice? Times like these are not times for branding or marketing. Unless your brand is involved or directly impacted by the situation, it's best to let your community experience the grief without our input. If you do engage, keep logos and products out of the picture. Focus on your compassion and/or resources and ways for people to help the situation. If you do misstep, be quick to apologize and don't fight the criticism, or you may follow this brand's path. It can be a tough time, as brands are comprised of people who are affected. But overall, most messaging during these terrible situations can come off as insensitive and promotional. And that's the last thing your brand wants to do at a time like that. Silence can be golden.

Nicky Yates Published on September 15, 2014 5:00 am

Frequently Asked QuestionsFAQs

Should brands post on social media during tragedies or memorial days?

Most experts recommend brands avoid posting during tragedies unless they're directly involved or impacted. Silence is often the best approach to avoid appearing insensitive or promotional during times of grief.

What should brands do if they want to acknowledge a tragedy on social media?

If brands must engage, they should keep logos and products completely out of the message. Focus solely on compassion, offering resources, or ways people can help the situation without any promotional elements.

Why do brands get criticized for posting during memorial events?

Brand posts during tragedies often come across as insensitive or opportunistic, even when well-intentioned. People expect genuine human emotion during these times, not corporate messaging that can feel promotional.

What should a brand do if they make a mistake posting about a tragedy?

Brands should quickly apologize and avoid fighting the criticism they receive. Defending a misstep during sensitive times typically makes the situation worse and can lead to more backlash.

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