Not business as usual: How small business should approach social media during a crisis

A guide on being empathetic and appropriate with your brand’s social media in times of disaster.

At the time of writing this, Australia is in the midst of the biggest bushfire crisis it has ever faced, with fires ablaze around the entire country that cover greater land masses than the world has ever seen before. Thousands of people are being rescued by the Navy and Army and relocated to safer areas. The danger is not over: fires are expected to get worse and continue for many weeks more.

It’s a frightening time.

When disasters like this happen, social media steps up.

Social media acts as a key communication platform that unites those danger with those who are watching and waiting for news of loved ones, homes and communities during disasters of this magnitude. It’s used by the emergency services, government and individuals to get messages out to the masses, and quickly.

People turn to social media for support and comfort as well as to mobilise quickly on getting the help they need.

Right now, newsfeeds are dominated by articles, government warnings and personal updates informing us of fire conditions, warnings, rescues, homes that have been destroyed, missing people and lost lives.

Peppered in between these apocalyptic and heartbreaking stories is a juxtaposing mix of happy, lifestyle-boasting posts and ads from individuals and businesses. They’re a reminder of what is currently lost to those in the middle of the disaster, and that, jarringly, it’s business as usual for the rest of us.  

And while business does indeed need to carry on as usual, it can be hard to know what to say on our social media channels – often our most active business platforms – during these times.

In the absence of a PR agency to guide you, here are some way to approach your social media with empathy and tact.

These suggestions are meant as a guide only and your approach will depend entirely on what feels right for your business. Follow your gut; if something feels off to you, the chances are it will to someone else.

These pointers can help you plan your content during different situations where a degree of sensitivity is required. It could be a disaster within your immediate community, your town, country or on a global scale.

Offer comfort and kindness

Join the conversation if you feel compelled to with a carefully considered post, but unless your business is directly affected, don’t make this about you.

Publish a post that acknowledges the situation and offer a simple message of solidarity and support. Read the room before crafting your message and get the tone right.

Be genuine and empathetic. Make sure any message reflects your brand values, but remember that marketing is not your objective here.

If you’ve donated on behalf of your business, share a link to your chosen charity. If you’re not in a position to donate (and not everyone is) you could still share a link to your chosen charity on your socials.

Audit your marketing

Consider your hashtags. People use certain hashtags to follow up-to-the-second news on this disaster. Does your post help them with that? If you must use a hashtag, look for a broader one that’s not being used by those right in the thick of it.

It’s not appropriate to turn anything regarding a crisis into a sales opportunity.

Review your copy. Do any of your recent or upcoming posts or ads include wording and emojis that might be a bit off during this time? Edit them.

Pause your social media posts and ads during the critical stages of the disaster if this feels like the right thing to do.

Get your facts right

If you are directly involved in the crisis, share a statement that is factually and legally correct. Be mindful of language that can be viewed as defamatory.  

Fact check before posting. Don’t muddy the waters with speculation around the events, this can confuse those who are seeking information.

If in doubt, ask for help

If you want to be confident that you’re putting out the right message, ask a professional. This could be a copywriter or social media marketer (with great copywriting skills) if you don’t have a PR agency. Ask us how we can help.