So, as you may have noticed, we had quite the big, scary weather event on the east coast Monday night. A lot of people are now facing unfathomable hardship. Our thoughts are with them.
Were your thoughts with them too? Perhaps they were. Did your social presence make that known? Maybe, maybe not.
Usually, it's not advisable to stray from the general vibe of your social channels. But in situations like these, where you have members of your audience going through hell after a major natural disaster, it's almost silly not to address it.
So, did you?
I follow a lot of companies that never talk about weather, or water, or wind. But they were sure talking about it on Monday and Tuesday — even if it was just to briefly send well wishes and thoughts to their fans affected by Hurricane Sandy.
Others? Hmmm. Yeah. Then, there were the others. In a news feed full of harrowing photos, links to shelter information, and pleas for family members to be OK, there were the others — posting about something great that happened to them, something they were selling, or something otherwise random and irrelevant to the topic at hand.
I'll remember that. Their fans probably will too. (And not in a good way.)
How does this happen?
You're not paying enough attention.
Either it's you, or the person/people/agency not paying enough attention. But either way, the buck stops with you.
What is your audience talking about?
What is happening in their world?
Are you joining the conversation?
If you can't confidently answer these questions, you're not paying enough attention. If the people in charge of your social presence can't confidently answer these questions, then you're REALLY not paying enough attention.