Last week in Canada, we experienced a great loss of an epic Canadian who shaped our fabric with his music and stories. Gord Downie is a legend in this country. He wrote songs about untold stories and helped us to better understand ourselves as a nation. Music of The Tragically Hip has a prominent place in the soundtrack of Canada.
As we mourned this loss as a nation, there were several businesses who made the brave choice to wade into the conversation - posting tributes to Gord on social media. This is dangerous territory. While most Canadians didn't know Gord personally, he still felt like a fixture in our lives - someone whose music had presence in some of those highest moments of our lives: nights around the campfire, weddings, nights that turned to mornings with good friends, and so much more! This was a highly emotional climate.
We wept as a nation. Our Prime Minister wept on live television. This was a great loss for our nation. Again, this was a delicate social climate for brands. Let's look at some do's and don'ts of communicating in this environment.
Don't comment just because it's trending and popular. Your message will only resonate with your community if you have a genuine connection to the event. I know from experience that community managers can get pressure from leadership to "post something about XX today". Stick to your guns on what role your social should play and explain to your team why it's a bad idea. You'll avoid a sticky mess of backlash from your community when they play the blame game for jumping on irrelevant trending topics.
Don't use the moment as a product push. Prominent Canadian brand Hudson's Bay posted a tribute to Gord on Twitter making reference to his signature look: the Canadian tuxedo (jean on jean in case you don't know). But it came off as disingenuous because they paired the tweet with images of their own products - including a jean jacket with their signature stripes. This is not the time to make a sale.
Source: Twitter
Do share personal stories of connection. If a member of your organization has a story to tell of a personal connection to the event, then be a channel for them to share it. Introduce the team member, who they are in the organization, and the story they want to share. Perhaps in the case of Gord's passing, you have a super fan in your organization who met Gord backstage at a concert and was touched by the conversation. Reveal those authentic stories.
Being social in an emotional climate needs to be just that - social; not seen as an opportunity to jump on the bandwagon, or chime in just because everyone is talking about it. Be strategic, and be meaningful in how you communicate online as a brand. When you do it well, you will build a community of supporters who are connected and committed to you. Don't let major events steer you away from your purpose and voice. Consider very carefully when it may be appropriate to comment during such an emotional time as the passing of Gord Downie.