As details about Tuesday's tragedy continue to emerge, photos and stories about the victims and debates on gun reform are at the forefront of the conversation. We’re seeing that brands are remaining silent for the most part. As the online community continues to mourn and search for answers, unless committing to a larger action or contributing in a meaningful way, words and presence from brands can feel empty, even unnecessary, on social.
We recommend that brands strongly consider remaining dark on Twitter today to give space for people's discussions and the sharing of essential information. Continue to monitor the conversation on other channels and review content with key stakeholders before going live.
And one more note: Memorial Day Weekend is this weekend. Be sure to double-check your content to ensure sensitivity to those who are observing the holiday and review posts intended to go live this weekend internally before scheduling.