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Should Brands Post on September 11th?
September 7, 2021
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Ask yourself this question:
What place does my brand have in the conversation? Once you’ve answered that – then consider the following:
- It’s All About Perception
Your heart may be in the right place – but we seem to always get a few gems like this each year:
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There’s no doubt the motive was to show up and share that they care – but the simplest messages are often the most powerful.
Offer thoughts of remembrance in an inviting way – not through tactics like asking for retweets.
- Going Silent Is An Option
While not posting anything at all can look heartless - if your brand cannot connect with people emotionally – consider being helpful and useful. For example:
9/11 is a National Day of Service in tribute to the victims.
Rather than risking a #neverforget post that comes off tone-deaf – consider listing off places to volunteer in your community. - Encourage Conversation
9/11 is a moment in history where everyone old enough to remember instantly goes back to precisely where they were and what they were doing.
Be a facilitator in talking this out. Acknowledge everyone’s story – because we all have one.
The brands who get this right have a strong emotional intelligence linked to the social media strategy.
The best advice is to talk to trusted advisors within the brand.
If it fits your voice and value with no hint of promotion or self-involvement – the content should do its job of remembering with respect.
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- It’s All About Perception