- Forrester Councils
- Councils Overview
- log in
Posted by David Cooperstein on October 30, 2012
Major events — political, natural, or economic — create a lot of eyeballs on a select set of media and stories. But as friends chimed in on Facebook, Twitter, and texts, they shared stories of who stood by them during the crisis. My colleague Christine Overby and I were discussing what marketers did and should do during a crisis. Do your customers need to hear from you during Hurricane Sandy? We’ve seen a few best practices from companies that are handling communications in a helpful and dignified way. We hope they are useful to our readers in charge of customer communications, both this week and in general.
But don’t feel like you have to speak. Ham-fisted tweets like the Gap’s “All impacted by Sandy, stay safe! We’ll be doing lots of shopping today. How about you?” always invite scathing responses like “Drowning in cotton Gap hoodie. Send help.” If you’re a business whose customers or operations are not directly supported by these quirky or self-promoting zingers, then you’ll say it best when you say nothing at all, or focus on business as usual for the rest of the audience.
How are you responding to Sandy? Let us know how you have responded or wish other companies would respond to this very tragic event.