How To Approach Social Media When Crisis Shakes the Community – ultraviolet – the digital marketing agency for the design industry

Something happens. A natural disaster. A violent crime. An event that triggers intense feelings, possibly fear, anger, dread, sadness, despair. This event and the subsequent firestorm of news coverage forces us out of our comfort zone and demands that we re-examine our understanding of ‘how the world works’. 

This ‘something’ shakes us, our community – or our country – to its core. 

In the United States, we have been living through these ‘somethings’ consistently, for nearly a year. Beginning with the quarantine orders thanks to COVID19, into the summer where millions took to the streets to protest systemic racism, even into 2021 when on January 6, we sat in front of our televisions and phones, battered by images of people violently storming our nation’s capitol building – these are times of crisis when many of us feel compelled to say something – do something.

Many go right to social media and share their thoughts, feelings and recommendations to everyone and anyone in their audience. 

Should we? Should you?

Just as it was during the summer when coast-to-coast protests were commanding our attention, those of us who are active on social media – both personally and for our businesses and brands – are responsible for making decisions about if and how to respond. ultraviolet works with clients and colleagues from around the world at times like this to help figure out the right response – even if that response is to quietly wait and give others the space to speak and be recognized, first.

ultraviolet digital media strategist, Taylor Hori, has developed some consideration points for those of us who do not identify as BIPOC (Black, Indigenous, People of Color) to consider if we decide to engage on social media when diversity, equality and inclusion issues are the flashpoint for conflict.

Do this:

Do NOT:

If you want to make a stronger statement:

Ultimately, the decision to respond (or not) to a crisis using your social media platforms is a serious one, and no one should feel pressure to engage without thoughtful consideration. 

If you want to talk more about this or anything else related to  your messaging, feel free to reach out: [email protected]

Feature photo by Tom Mossholder, courtesy of Unsplash