WHEN SHOULD YOUR BRAND GO DARK ON SOCIAL MEDIA?

Summary from the TLDR Marketing newsletter

The general rule of thumb on whether to post content during crises is “if you're uncertain, don't post”. Brands get nothing out of tossing up organic content the same day as a mass shooting, invasion, or major political moment. It's important to get a system and chain of communication in place to determine when it is appropriate for your brand to start posting again. This author shares his strategy of using global sentiment scores based on the Hedonometer to decide when to resume posting.