Ask the social media experts: When do I weigh in on local/national/international events as a brand or business?

When big events happen, it can be tempting (as a brand or business) to post something on social media. You want your fans and followers to know you care, right?

But sometimes, it isn’t good to jump in and post or share content, because it might not fit with your brand or business – and that can seem like you are jumping on a bandwagon or pandering to the current moment. Neither are a good look.

So, when do you know when it’s right?

We recently got asked this question in a local business forum, and it’s a good one, so Walker Publicity founder Andrea Walker-Leidy is sharing what we share with our clients in this video.

In a nutshell, if you want to weigh in because it’s meaningful, or you can offer perspective, support or expertise – meaning whatever the “thing” that happened is, is in your wheelhouse – then do it. That’s useful, that’s authentic, and it serves to provide a service or valuable information to your fans and followers.

However, if you are only weighing in or sharing because “everyone else is doing it” and you don’t want to look like you don’t care, it’s probably a good idea to take a breath, and take a pause.

It’s OK to not share or comment on a major news event if it’s not authentic for your organization to do so.

If you still feel compelled, that’s OK. The right way to approach it is to share or amplify the thoughts or posts of someone who DOES have the knowledge, expertise or experience.

For example, instead of sharing thoughts and prayers after a tragedy, share a post of a local organization that is taking donations. Or, do what we’re doing right now. Talk about how your industry is being impacted by that moment and what insights others might find helpful as you navigate.

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