There’s a dark cloud hanging over our area. Literally. 

Hurricane Florence is inching her way toward the East Coast and officials expect her to make landfall by tonight. My family and I have evacuated to Richmond, Virginia to escape the flood threats of the Southeastern part of the state, but it seems like the whole East Coast is a ghost town.

It’s weird to think that in some parts of the world, it’s business as usual. But as a spokesperson for a big local business, I know that is hardly the case. I’m working hard behind-the-scenes to always be a consistent and helpful voice in a time of uncertainty for many of our followers. 

Here are some dos and don’ts I make a point to adhere to in the event of a weather crisis:

1. Don’t Make Insensitive Jokes or Ill-Advised Commentary

Bad jokes or tongue-in-cheek commentary do not translate well on social media during a crisis situation, make sure your social coordinators know that poking fun at an area or a group of people before the outcome of a situation is never okay.

Humor is a great way to deflect from a serious situation. I’ve seen (and shared) a lot of great memes, and especially appreciated this newscaster’s step-by-step tutorial on how to make your own hurricane-ready toilet (seriously).

That’s fine for your personal social channels. But as a company owner, it’s important to protect the image of your brand. On social, it’s always best to walk the line of friendly and informative. You can be a part of the conversation, you can even have a little fun. 

But never say or share anything that is disparaging against a group of people or insensitive to those who really have something to lose as they face a big storm – or any crisis. 

2. Don’t Hop on a Hashtag Bandwagon That Isn’t Relevant

How weird would it be if a company in the Mid-West was pushing out countless Tweets and hurricane memes right now? 

It’s okay to have compassion for another area of the world. It’s even okay to throw up a post or two that shows genuine empathy for an area impacted by a devastating event. 

However, it is never okay to use someone else’s troubling situation for your financial gain or social popularity. 

Your followers will see right through your posts and dismiss you right away as desperate for likes and shares. If you still feel compelled to have your company’s voice be a part of this mix, a great work-around is to share another individual’s post. It draws attention to the situation and not your brand. 

3. Don’t Assume Your CUSTOMERS Know the Changes in Your Operation Schedule 

If your business is in the throes of an emergency or big weather event, make sure to provide clear, consistent and firm communication across all of your platforms so you’ll customers will be informed as to your operating schedules. 

4. Once you make a decision, stick with it.

Your customers will know that when you say something, you mean it; and it will be another positive step on the road to creating a brand that the public fully trusts.

Need more social media communication strategies and training for your business? Schedule a free consult with Valor Media Group to learn more.