In the wake of horrific national disasters that have struck our country from 9/11 to Sandy Hook, and most recently, the Boston Marathon bombings, brands across the globe now understand that how they handle their social media efforts in response to national tragedies is critical.
Discussing a tragedy while the smoke is still in the air can often come across as callous, and mishandling the situation can ruin a brand image. Should brands go silent? Should they directly address or reference the tragedy? If so, how should they do so? Continue reading