When it comes to handling a brand’s social media during a time of crisis, there are two best approaches.
Option #1: Say something nice and relevant…
Share the trending images or graphics associated with the event that are already all over social media. It’s okay if everyone else is sharing it. If anything, it’s almost a digital display of community, a way of unifying brands in difficult times and showing compassion.
If you want to remain conscious of your brand image, but still show a sign of solidarity, then create your own custom graphic by including relevant imagery and/or trending hashtags or quotes.
Option #2: Or nothing at all.
The alternate attitude to sharing the same content is not to share anything. Keep your social media channels on radio silent for at least 24 hours. Cancel any scheduled content you may have queued up in Hootsuite or Facebook for sales, events or other promotions. Refrain from doing your daily floor lays, even as beautiful as they may be.
Why? The reason is simple—your brand will look appear aloof, insensitive or incompetent otherwise.