Yesterday’s events in Boston have caused us to once again try and wrap our minds around how someone – or a group of people – could commit such a terrible act of violence. When crisis like this does strike, it is important for all marketers to take a step back and look at the big picture. Like many people, I went to Twitter to find out as many details as I could. However, I was rather perturbed when I went on and saw many brands still posting their normal content as if nothing was going on. Scheduled posts or not, these posts made these brands look incredibly disconnected.

Tip: Be aware of breaking news and when tragedy strikes, hit pause on any canned posts on your client’s social media accounts. Scott Monty – global head of social media at Ford – said it best: