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The ever-changing nature of news presents both challenges and opportunities for social media managers. By carefully considering the situation and your audience’s needs, you can navigate these moments with grace and purpose.

From gauging the accuracy and severity of the situation to adapting your tone and offering support, we’ll equip you to make informed decisions for your brand during these critical moments.

Consider these 5 key factors when evaluating how breaking news may impact your brand’s social media calendar:

1. Severity and Relevance

Consider the severity of the news and its relevance to your brand’s voice and audience. It’s easy to see that a major news event like Jan. 6 or a war might warrant a pause in organic or paid postings. But other national, regional or local stories may or may not affect your brand’s messaging. Some examples:

• A school shooting may prompt articles on supporting your student in the days and weeks ahead from a healthcare or education brand.
• A major traffic change or construction project could warrant postings about how it impacts access to your brand’s critical community services or your brand’s delivery services.
• An event cancelled due to severe weather or a disease outbreak may warrant messaging for make-goods on future events or refunds.

2. Brand Tone and Sensitivity

Evaluate how your usual content – from organic posts to paid campaigns – aligns with the news’ tone. 

Even if your brand has a humorous or sarcastic persona, your posts might seem insensitive during a crisis. 

Lighthearted content or content focusing on positive people stories – from profiles to community outreach highlights – could be the emotional balm people need to see.

3. Audience Expectations

Think about what your audience might expect from you. For breaking news directly impacting your industry, such as a cyberattack impacting your banking system, informative updates might be appreciated. You may also need to plan to scale up your messaging response and monitoring team on a temporary basis.

4. Accuracy and Credibility

Social media moves fast, and staying informed is key. But before posting, verify information with credible news sources. Sharing misinformation can damage your brand’s trust.

5. Opportunity for Empathy

Major news can be an opportunity to show empathy and solidarity with your audience. In a community or humanitarian crisis, consider a thoughtful message of support or how you can help.

Remember, even in challenging moments, social media can be a powerful tool to connect with your audience, offer support, and build brand loyalty. Ultimately, how you do or don’t respond to crises shapes your brand’s image. By following these tips and adapting your approach during breaking news, you can ensure your brand maintains a sensitive and strategic presence. 

What are some additional considerations you keep in mind when facing breaking news? Share your thoughts in the comments below – we’d love to keep the conversation going!

 

Author: Robbie Schneider, SMS

Robbie Schneider, SMS, is a healthcare content marketing leader and social media strategist. She has more than 20 years’ experience using traditional and emerging media platforms to connect and engage consumer audiences in the healthcare space. Robbie leads the social media and blog content strategy for Franciscan Health and serves as a board chair with SocialMedia.org Health.

Robbie is passionate about people and their stories, and that includes their mental health. She was named a 2022 finalist for the UK-based Digital Women Carer of the Year Award, an international award recognizing women working in the digital space who also serve as caregivers. Robbie, who has written a book on managing stress while caregiving, continues her education in the mental health space, completing trainings in suicide prevention, mental health first aid and the Mental Health Ally program through Psych Hub.

Connect with Robbie on LinkedIn.