Marketwired Blog

Is There a Social Media Cone of Silence?

When crisis strikes, is it ever okay to remain silent and not leverage social media?

Is there a degree of crisis which dictates brand should completely shut down how and when it communicates externally?

Recently, Epic Burgers and Waffles had a staph outbreak caused by the food being served at the Canadian National Exhibition (CNE) in Toronto.

They didn’t have much to say on the matter beyond they were cooperating and investigating (for which they received a slew of negative comments on Facebook).

As a digital marketer, do you agree with this minimalist strategy?

If so, what are best practices when there is not much you want or can say, particularly when the stakes are high during a crisis?

It’s hard to argue against the approach of keeping a lid on things. While your online audiences want answers, there’s only so much information at your disposal to share.

It’s difficult to blame Epic Burgers and Waffles for adopting the silent approach. After all, saying nothing or little can be a safer approach than being active at a time when people are suffering and your brand’s reputation is under scrutiny, if not attack.

No matter how you cut it, you definitely can not continue to post and act as if there is no crisis.

With a situation like this, you have to accept that profits will be lost, and it becomes all about saving face and your digital reputation.

The best strategy might be to let the dust settle, then create and execute a plan to regroup.

What do you think?

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