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What a business should do when a national mourning period has been declared

Last week, our country experienced an unbelievable tragedy, with the deadly train accident in Tempe, which claimed the lives of 57 of our fellow human beings. By decision of the Prime Minister, a three-day national mourning period was declared in memory of the victims.

This shocking incident raises a very important question: How should companies act during days of national mourning, when all citizens are mourning an unexpected event? Should they continue their social media programming as normal, or should they freeze all posts and all social and Google advertising campaigns? Should they issue a statement about the tragedy?

First, it is essential to stop posting on social media during the days of national mourning. Your customers are not going to take kindly – and rightly so – to you continuing to promote your products or services, even when an entire country is mourning. It would also be a good idea to freeze your ads, especially if they are humorous, and it is obvious that these days you suspend any event you had organized. Also, you should be particularly careful if you decide to create a post about the event.

Pay attention to the message

A post about the incident and sincere condolences to the victims’ relatives will remind your customers that you are human and that you are not only interested in promoting your business. However, care is needed! Your message should be sincere and genuine, without exaggeration. Also, always keep in mind that one option is to not post anything relevant. And in any case, do not try to… entertain the situation. You are not able to ease people’s pain with a humorous post!

Promotion of products

As we wrote above, the days of mourning are not the right time to promote your brand, nor, for example, to offer a 24-hour discount on specific products in your online store. Your customers are not going to forgive you for this, as especially in these circumstances, they will put more emphasis on how you deal with this situation and less on how much they like your products or services.

During days of national mourning, freeze all publications and certainly those with humorous content. Make sure you change the dates on all scheduled posts and agree on when to start posting again.

Social activity

A good move would be to publish some posts promoting social responsibility. For example, the places where people could visit to donate blood for the injured. This way, you would show your followers that you really care, without wanting to show off!

 

* This article was written by Dimitris Kontarakis, Digital Strategist and owner of eSteps and was published in the online edition of the newspaper Eleutheros Typos on Monday 06/03/2023

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