{"id":37159,"date":"2019-04-09T14:33:10","date_gmt":"2019-04-09T12:33:10","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=37159\/"},"modified":"2025-02-04T15:27:39","modified_gmt":"2025-02-04T14:27:39","slug":"sensitive-social-media-content","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2019\/04\/sensitive-social-media-content\/","title":{"rendered":"Things to Remember While Creating Sensitive Social Media Content"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Wendy\u2019s engages in rapid-fire banter with its customers and competitors. Old Spice is refreshingly weird. Target\u2019s twitter feed is full of self-aware humor. These are just a few examples. For the most part, social media marketing appears to be light-hearted and fun.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">But, what happens when that isn\u2019t possible? After all, content marketing is used by marketers in a variety of industries. Not all of these are prime for cute or funny content. In spite of this, people still <\/span><a href=\"https:\/\/www.researchgate.net\/figure\/Main-Reasons-for-Using-Social-Media-as-Information-Sources_tbl1_263768278\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">turn to social media for information<\/span><\/a><span style=\"font-weight: 400;\"> and insights into these brands. Imagine being a brand that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sells a product to help people with a sensitive medical issue<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is called upon when there is a tragedy<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Has made its name on being serious or discreet<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Humorous banter, funny videos, and inspirational quotes may not be the best approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if your industry matches well with creative and funny social media content, this issue could still impact you. All it takes is a tragedy, embarrassing PR issue, or just a devastating event that impacts your team or your customers. When that happens, you\u2019re going to have to respond on social media, and you\u2019re going to have to do so responsibly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every business should be prepared to create and publish content of a sensitive nature. Here are some things to keep in mind.<\/span><\/p>\n<h2><b>Identify The Scenarios You Might Deal With And Appropriate Ways to Approach Each<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Not every serious incident or tragedy can be predicted. Still, <strong>most companies can identify areas of high risk<\/strong>. Do so, then make a plan. Here are some questions to consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How would your company handle a #MeToo incident or accusation?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What if someone was injured using one of your products?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How would you handle the abrupt firing or exit of a C-level employee?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What if a politician called out your practices as being unfair to workers or bad for the environment?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How would you respond to a tragedy that impacted a local business? What about a competitor?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What if a beloved member of your local community died or fell ill?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It may help to <strong>brush up on the ways in which other brands have dealt with tragedy or other challenges<\/strong>. You can learn both what you should and what you should not do.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-37165\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/daria-nepriakhina-474036-unsplash.jpg\" alt=\"various scenarios\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/daria-nepriakhina-474036-unsplash.jpg 2500w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/daria-nepriakhina-474036-unsplash-475x317.jpg 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/daria-nepriakhina-474036-unsplash-768x512.jpg 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/daria-nepriakhina-474036-unsplash-950x633.jpg 950w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><b>Remember That Dealing With Sensitive Content Doesn\u2019t Mean That Everything is Tragic<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Many companies sell products and services that require discretion and sensitivity. This doesn\u2019t mean that all of their content has to have a somber tone. It\u2019s possible to sell products of this nature, but<strong> also create and share content that is uplifting and positive<\/strong>. Here are some examples:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A company that sells supplies to people with a disability or medical condition can share user-generated content from customers who are happy and thriving in the face of their issues.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A funeral home can tell stories of its involvement in community projects.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A hospice facility can share content that shows that even in their last months, people can engage in enjoyable activities with their loved ones.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Even if your business is forced to address a sensitive or controversial topic on social media, there are ways to do so that put some focus on the positive. This might include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Acknowledging a mistake or error, but focusing on the steps you have taken to fix the issue.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Expressing sorrow over the loss of a community member or employee, then paying tribute to their life and accomplishments.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Making a show of support and solidarity with customers and others who are going through a tragedy, but also sharing information about helpful resources.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-node hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323.png\" alt=\"Analyze your social media efforts with our 14-day free trial!\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '2d3fed96-64cc-4629-afbe-1141517fa323', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><b>Straightforward And Honest Communication is Vital<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Many companies would do very well by using the beloved children\u2019s show \u2018Sesame Street\u2019 as a working example of <\/span><a href=\"https:\/\/www.fastcompany.com\/3067558\/how-sesame-street-explains-the-toughest-parts-of-life\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">dealing with sensitive content<\/span><\/a><span style=\"font-weight: 400;\">. Over the years, the show has dealt with a variety of sensitive topics. This includes the death of a beloved cast member, homelessness, food insecurity, disabilities, and military deployment. What\u2019s most notable is the show\u2019s ability to communicate with their audience about sensitive issues in ways that are helpful, sensitive, and appropriate. No, <strong>companies shouldn\u2019t communicate with customers as if they are children<\/strong>, but they can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use accurate and appropriate terminology<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Provide clear explanations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Answer questions honestly<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Avoid euphemisms and doublespeak<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Share helpful information<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Acknowledge and validate feelings<\/span><\/li>\n<\/ul>\n<h2><b>Ensure That Information is Clear And Accurate<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s also important that any information you share on sensitive topics are <strong>clear and accurate<\/strong>. One of your goals should be to disseminate accurate information and to <strong>ensure that your audience understands your message<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That last part can be challenging if you have audience members who are from different cultures, or who speak different languages. You must <strong>ensure that what you say makes sense<\/strong> to them, and is respectful of their culture and values. It may be necessary to use <a href=\"https:\/\/localazy.com\/features\/continuous-localization-team\" target=\"_blank\" rel=\"noopener\">translation and localization specialists<\/a> from agencies like <\/span><a href=\"https:\/\/thewordpoint.com\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">The Word Point<\/span><\/a><span style=\"font-weight: 400;\">, to communicate with your audience on sensitive topics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also take the following steps to be certain that all the information you share on social media is clear and accurate by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fact-checking any information that you share.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Communicating with subject matter experts.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Encouraging audience members to ask questions.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u2018Passing the mic\u2019 to people who may be more qualified to share information.<\/span><\/li>\n<\/ul>\n<h2><b>Moderate Comments And Other Responses Appropriately<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When you <\/span><a href=\"https:\/\/npengage.com\/nonprofit-fundraising\/5-steps-addressing-sensitive-conversations-social-media\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">address sensitive topics on social media<\/span><\/a><span style=\"font-weight: 400;\">, you can expect some strong responses. Depending on the topic at hand, and your reasons for addressing it, you may find yourself dealing with audience members that are upset or angry. Some may be accusatory. Others may misinterpret your intentions. There may be well-intentioned people who unknowingly share misinformation. Of course, there are also people who use sensitive content as an excuse to troll, share inappropriate comments, or otherwise derail discussions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why it is imperative to <strong>implement effective comment moderation<\/strong>. Here, you want to <strong>balance the goals of encouraging helpful and productive engagement, and eliminating inappropriate or abusive behavior<\/strong>.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-37163\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/christin-hume-309876-unsplash.jpg\" alt=\"reply to comments\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/christin-hume-309876-unsplash.jpg 2500w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/christin-hume-309876-unsplash-475x317.jpg 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/christin-hume-309876-unsplash-768x512.jpg 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/04\/christin-hume-309876-unsplash-950x633.jpg 950w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For example, if one of your products has failed in some way, it\u2019s probably a good idea to allow customers to express frustration about that and to address those comments. On the other hand, you still want to take down comments that are profane or threatening.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, there are several options for <\/span><span style=\"font-weight: 400;\">managing social media comments.<\/span><span style=\"font-weight: 400;\"> However, in addition to finding a technical solution, it\u2019s important to <a href=\"https:\/\/www.sotrender.com\/blog\/2019\/11\/tips-social-customer-service-facebook\/\" target=\"_blank\" rel=\"dofollow noopener\"><strong>establish policies for dealing with customer responses<\/strong><\/a> when you\u2019re sharing sensitive information. This might include, appointing one person to address social media commentary to ensure consistency and establishing how you will deal with abusive engagement.<\/span><\/p>\n<h2><b>Final Thoughts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If you have to create and share sensitive content for any reason, keep the above guidelines in mind. It\u2019s important to be accurate, kind, and responsive to your audience when you deal with difficult topics. Taking the steps above will help you ensure that your approach is spot on.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wendy\u2019s engages in rapid-fire banter with its customers and competitors. Old Spice is refreshingly weird. Target\u2019s twitter feed is full of self-aware humor. These are just a few examples. For the most part, social media marketing appears to be light-hearted and fun.<\/p>\n","protected":false},"author":125,"featured_media":37171,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2273],"tags":[785,2927],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Things to Remember While Creating Sensitive Social Media Content<\/title>\n<meta name=\"description\" content=\"Even if your industry matches well with creative and funny social media content, you should be also prepared to create content of a sensitive nature.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sotrender.com\/blog\/2019\/04\/sensitive-social-media-content\/\" \/>\n<meta property=\"og:locale\" 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