Marketwired Blog

The NRA Commits a Social Media Sin

The day after the horrific tragedy at a Dark Knight Rises screening in Aurora, Colorado, the NRA decided to help a nation mourn by taking to Twitter and asking:

“Good morning, shooters. Happy Friday! Weekend plans?”

We know that in the aftermath of tragedy, we tweet, post and share. It is our collective way to deal in this modern age. What this account associated with the NRA did was appalling.

Maybe the tweet was previously scheduled, but that does not excuse the lack of compassion and they should very well know what was being discussed on Twitter that day. Everyone else did.

It is evident that this stage of the game that we need social media. We require an outlet to discuss, learn and in many ways to mend. An organization like the NRA should put their brand and message aside when violence strikes.

They could take a cue from Warner Bros. who has pulled a trailer for Gangster Squad that was now deemed offensive, and will not release the opening weekend gross of the Dark Knight Rises as a sign of respect.

This is an excellent lesson for all organizations out there. The users own social media, and you are just playing in their sandbox. You need to listen to them and reflect back to how they are feeling.

A profound tragedy coupled with an important lesson. Personal agendas and branding within social media need to take a backseat during critical times.

The backlash directed towards the NRA was warranted, regardless of personal feelings or allegiances.

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