Op-Ed: When Tragedy Strikes, Silence is Golden

We’ll spare you the preamble and just let you read this piece sent to us from Heidi Modarelli-Frank, VP, client social strategy at Cleveland-based agency, Marcus Thomas.

The world has learned to turn to social media when tragedies unfold. Whether it’s a school shooting, a hurricane or the senseless bombing of the Boston Marathon earlier this week, we’ve learned to turn to social media within the immediate hours of the event for news and information.

We want facts. We want to know if our friends and families are okay. We want to know that WE are safe. If we are directly affected by the tragedy, social media can play a critical role in helping us learn where to go, where to get help.

But I can assure you, as the facts are unfolding, we don’t want or need to hear from brands that have nothing to do with the tragedy. I don’t need to know that may favorite ice cream brand’s hearts are with the victims when I don’t even know how many victims there are, or if someone I know is a part of it.

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