How do you adjust your posting schedule in the hours/days following a national incident like the tragedy in Las Vegas?

That’s a question that seems to be on a lot of company’s minds right now.

Some are pausing all scheduled posts for hours, days or even a week at a time to honor those effected by the tragic event.

As a social media content creator and marketer it’s my job to make sure my client is represented in the best possible light.

Sometimes when tragedy strikes our gut reaction is to stop posting.

In fact, some companies have a policy of not posting during times of upheaval and distress.

The problem then occurs is that our fans, friends and followers don’t hear from us. They don’t understand why we are silent.

Unfortunately, the reason most companies stop posting is they don’t want to be perceived as insensitive, or receive a backlash for speaking out.

So instead, these companies do nothing.

That is precisely the wrong thing to do.

Your tribe is looking to you for fellowship, for advice, for comfort and for normalcy.

Yes, normalcy.

Your audience doesn’t always want to be reminded of the negativity.

They want to know what’s on sale, what you have cooking, what’s good to eat, how you’re helping the community, whatever it is you do…your social family wants to know.

Look, they are already getting inundated with bad news on television, from the radio, coworkers texting them, and family talking about the days events over dinner.

They want to hear about something else.

Oh, but they can’t because your company has gone dark. No social postings. No ads. No nothing.

And weirdly, with all the events unfolding lately like hurricanes, flooding, bombings, shootings and fires if you take a day of silence to honor each one, your company would never post again. Not cool!

You need to be there for your fans, your friends, you followers…they are your family.

Show them that you care about the situation by acknowledging it, offering support and comfort, and that you are there for them. Going silent doesn’t really serve a purpose, other than telling them you have no idea how to help.

Social media is all about sharing, about starting a conversation and about creating trust.

Don’t abandon your followers, not even for a day.

Never allow a tragedy to cause you to stop being a friend to someone.

Because in the long run, they will remember that you were there to give them hope.