Roxanne Roark

Why You Should Always Pay Attention to Your Social Media (Posts and Ads Included)

Social Media Posts Tragedy

While I’m well-known for my long and thorough how-to posts, I want to take a minute for a shorter, more important one on why you should always-always pay attention to your social media scheduled content and ads!

You may be thinking to yourself of course, I should be!

  • I’m not just talking about your sales and how product ads are converting.
  • I’m not talking about audience numbers and click-through rates.
  • I’m talking about devastating events, and how they can negatively affect your brand with amazing quickness.

When Tragedy Strikes “Business-as-Usual” on Social Media Should Stop

Just a few days ago, a lone gunman from out of the 32nd floor of the Mandalay Bay hotel opened fire on a music festival across the street and below him. At the time of this writing, there are more than 500 people wounded and 58 killed. That number is staggering. It is horrifying.

And while people are trying to wrap their heads around what has happened to their friends and loved ones, and others, like me, are simply trying to understand the why’s, there are plenty of brands out there with advertising on schedule and business-as-usual posts appearing all over social media.

No one can plan for these events. No one knows when they will happen. But when they do, we need to be vigilant as marketers and advertisers and review our social media posts, ads – ­and consider hitting pause.

Taking a Step Back for the Bigger Picture

When an atrocity happens, we need to be the first ones running to our computers to shut down our ads, turn off scheduled posts, and reevaluate our content in the pipeline.

It’s moments like these that can truly break a company’s image because they are careless, or even callous, with their advertising or social media posts. We’ve seen it again and again. Gap, LiveNation, and American Apparel are just a few examples.

All of these brands either tried to use a tragedy to their advantage, or allowed a pre-scheduled post to ruin the sentiment toward their company. Something like this can mean a multitude of things, from loss of revenue (which may not recover for weeks or even months) and loss of loyalty, to worse things like going under. (If you’re a small local business, enough bad press around town can make you toast.)

Be Better – Do Better

Here’s an example of what I personally saw during my regular work on a client’s LinkedIn profile:

LinkedIn Social Media Post about Vegas Shooting
Screen capture courtesy of Roxanne Roark.

Literally, two posts above this promotion in my feed was this:

LinkedIn Social Media Post about Vegas Shooting
Screen capture courtesy of Roxanne Roark.

And worse? Two posts below it was another post from another media outlet with the same story about people being hurt and killed in Las Vegas. Luckily, that wasn’t a photo of the Mandalay Bay in the ad. As a consumer, it would have ended my interest in attending the event.

Can you imagine scrolling through your feed and seeing these two posts next to each other? Perhaps you might do what I did, and just shake your head. (And then do a screen capture and write this article.)

But even worse, you could never look at that business or brand the same again. Any purchases you were planning to make have just been moved to a competitor.

Turn On the News and Turn Social Media Scheduled Content Off

When tragedy strikes, the best way to approach it is to turn on the news and turn off your posts and advertising, just while everything is calming down and people are learning what’s happening.

Use your platforms to voice the company’s unification with efforts to help those that have been affected, especially if it’s something like a national disaster where volunteers and money are needed.

  • No one wants to see your ads when something this momentous and dreadful is happening.
  • No one cares about your company when something like this is going on. Wait it out, and when people have had a chance to calm down, turn things back on.
  • Be sure you’ve taken a hard look at your copy and images so that nothing can be misconstrued.

Care about people. Protect your brand. Be a good human. We can do better. We can be better.

What steps do you take to review your social media posts when tragedy strikes? Share below.

Roxanne Roark

Roxanne R. Roark is a seasoned social media marketer from Tulsa, Ok, with a passion for learning and conquering the digital space for her clients through strategic social media marketing!

More Posts

Download Our SEO Guide

Created in a joint partnership with Advice Local, this guide — What You Need to Know About SEO — provides an introduction to SEO concepts, strategies and best practices for optimizing a website. Complete the form below and get instant access.


    Web Design & Development

    Your website needs to be aesthetically pleasing and functional. We build websites for desktop and mobile that are both.


    Your website needs to attract search engines and consumers. We are experts in local search and SEO, and can make that happen.


    Anybody can write words on a page, but can they write content that integrates SEO best practices and converts? We can.

    Here’s What our CLIENTs have to say

    [RICH_REVIEWS_SHOW num="all"]

    Their Local Business Websites Rock

    Rocks Digital knows how to build local business websites that convert prospects to customers. Not only do I recommend them to work on my reputation management client’s websites, but they work on the Reputation Sensei brand, too.
    - Chris Snellgrove

    They Customize Their Solutions

    Rocks Digital customizes to meet their client’s needs. We needed our existing website optimized for search. We are now placing for more industry keywords and continue to improve. They consult with our in-house team on content optimization, manage our GMB listing & more.
    - Greta Valenti

    Highly Recommend

    Rocks Digital manages not only the Association of Directory Publishers website, but our Trusted Local Directory. From helping us get our event information on the website to producing guides, blogs and new content, they have what it takes.
    - Cindi Aldrich



    Is your Google My Business listing helping or hurting you? Is bad data causing consumers and search engines to lose trust in your business? This is information you simply must know.

    To get these answers right now, just enter your business name below to run our FREE
    visibility report.

    Need a facelift
    for your website? More search traffic? Need to blog, but don’t have time?

    Our Digital Services Could Be For You