We’ve talked about it in this blog before. Yesterday in Boston, something terrible happened at an event that is joyous, fun, and uplifting. It may be some time before we know precisely what occurred, but our hearts go out to the victims, their families, and the entire Boston area. They are a tough, durable, resilient group and they will get past this.
Like many Americans, I saw the news break on Twitter before I saw it on TV or even got a push message from the several news services that I subscribe to. I watched Twitter right when the story first hit, and stayed for two hours afterwards. It was textbook – I saw some heartfelt reactions to this tragedy, pertinent information being disseminated, along with some truly off-key stuff from a lot of people who should know better – including some social media “regulars.”
From a radio perspective, this is why voicetracking, automated Tweets, and other “economies of scale” just don’t cut it when something goes wrong. When you’re tweeting and posting about everyday trivial matters, you look bad on a day like yesterday afternoon.
If radio is serious about its value in emergencies, we have the responsibility as an industry to provide live broadcasts at times like this. And we also need to be engaged – in the moment – not just going through the motions on social media, tweeting and posting about this and that.
There’s a responsibility when you can send out a tweet that millions will see, or you post something on Facebook that’s speculative or highly emotional. We represent our brands and our companies at all times, but especially when an event of this kind occurs.
Lori Lewis frequently talks about the need for “captains” for your social assets – the go-to person when life unexpectedly careens out of control. That advice was never more important than it was yesterday. There has to be someone responsible for what your stations send out. These messages are every bit as important as what you broadcast through speakers and headsets. They speak volumes about who you are and what your brand stands for.
You need a digital/social strategy.
Especially during times like these.
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This might be helpful as a start.
https://socialmediatoday.com/sashattuck/1384336/brand-marketers-checklist-when-tragedy-strikes
Good one, Jerry. Thanks for sending this along.
How about keeping it real? Craig Ferguson heartfelt response on Monday night was one of those moments. It’s not about you, it’s about your audience. We don’t need someone reading liners at times like Monday in Boston – we need real people on the radio with real emotions. If your social media doesn’t reflect the brand, it’s a waste of time.
Exactly, Jim. People are looking for heartfelt, sincere, real. That’s not going to happen with automated tweets, going through motions, speculation, and posts that are angry, frustrated, or upsetting. You can’t plan out how you’re going to react to a crisis, but you can have systems and procedures in place that designate go-to people who can respond with warmth and sincerity. Thanks for taking the time to comment.