As a business owner or web owner trying to market your brand through social media, tragic events such as the recent killing of 20 school children in Connecticut would have resulted in confusion. You may have wanted to reach out to all those affected in these tragic times, but would be unsure if a business or brand can display such emotions.
You may have used a successful social media strategy to promote your brand on the internet, garnered countless likes from your fans, and would have certainly established a rapport with existing and potential customers. However, when a tragic event affects the entire country, showing consolation may be the right thing to do since most of your fans will be able to see the human face behind your brand.
You need to indicate to your fans across various social media websites that you are not present on the net merely to do business, but do care about their well-being and emotions. However, you need to choose your words wisely and should keep your postings very brief so as not be construed as trying to exploit the current sentiment of grief or anger.
More than your website, it is your presence on major social media sites such as Facebook, Twitter, etc., that can help create a personal rapport with your target market. However, while you may be busy selling products, offering special deals and discounts through such sites, you also need to show your audience that you are with them during times of tragedy.
If possible, you should cancel all automated posts and can even share the latest news with others through these sites provided they have been received from totally credible sources. In addition, you should cancel any upcoming promotional activity in the immediate future and inform your audience about the reason for taking such action. These gestures will be appreciated by your market and the growing number of likes and shares will confirm if you have connected with them in a positive manner.
If you have put up any humorous posts in the recent past then they should be removed immediately. You can also get more proactive and take concrete action such as sending cards, displaying condolence ads, and even starting a fund-raising campaign for the affected people. Such acts will help your audience look at your business, your brand, and even yourself as a trustworthy and caring one that is genuinely affected by the tragic event.
In other words, you need to be aware of current sentiments and ensure that your posts do not hurt anyone during times of grief. You can certainly reach out to your audience during tragic times and can be sure that such a move will be appreciated by your fans.
