We can all agree that social media is a powerful tool for individuals and businesses alike. Whether promoting new products or increasing customer engagement – social media platforms offer a plethora of tools and opportunities to engage directly with the audience you seek. But how should we communicate when things get chaotic?
South Africa’s recent spate of violent looting and protests amid a record Covid-19 outbreak is certainly a remarkable and unexpected case in point. While some businesses continued to promote their pre-planned campaigns and posts, others decided to change course reacting to what was happening around them.
Posting etiquette during turbulent times is essential. Things can get tricky really quickly on social media. Some things posted in jest or poor taste can result in a media storm, as we saw with some comments made by South African celebrities about the unrest in Gauteng and KwaZulu-Natal in the past week. From tone-deaf tweets to hastily deleted posts, errors were certainly made.
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