During a global crisis, which type of social media post is still appropriate to publish?

Addressing customer concerns and sharing resources during a global crisis is crucial for maintaining trust and demonstrating empathy. This type of post recognizes the difficulties that individuals may be facing and aligns the brand with supportive actions. By providing helpful information and resources, the brand positions itself as a responsible entity that values the well-being of its audience. This approach not only reinforces customer relationships but also enhances brand loyalty, as it shows that the brand is responsive and caring.

In contrast, product posts that focus on promotions or partnerships might come across as tone-deaf or insensitive given the circumstances. Cheeky or lighthearted posts may not resonate well with audiences who are experiencing hardship, potentially leading to backlash against the brand. Therefore, sharing practical information and addressing real concerns during a crisis is the most suitable approach to ensure that the communication is both relevant and respectful.