Discussion on Brand Silence and DEI Strategies at The Richards Group: Insights for Thursday's Initial Agenda
The U.S. Capitol building experienced an insurrection on Wednesday, as supporters of then-President Donald Trump stormed the building in Washington, D.C. The event caused chaos in the country, and the response of various brands and social media accounts during this critical time was under scrutiny.
In a Voice piece, Sunwink's head of social, Jayde I. Powell, emphasised the importance of reading the room and responding appropriately on social media. However, several brands and accounts were criticised for their inappropriate responses during the crisis.
Many brands, recognising the gravity of the situation, paused their social media activity. Yet, some chose to continue posting, sparking ire among their followers. The social media followers of these brands expressed their displeasure due to the perceived insensitivity of the posts.
Despite the backlash, no specific brands have been publicly identified or documented in credible sources as actively causing negative reactions among customers by continuing their social media activities during the January 6, 2021, riot at the US Capitol.
On the other hand, a Voice piece discusses the significance of brands demonstrating empathy and understanding during crises, and how such actions can help to build trust with their audience. As the dust settles, it remains to be seen how these brands will navigate the aftermath of their social media responses during this tumultuous time.
In conclusion, the U.S. Capitol insurrection served as a stark reminder of the power of social media and the need for brands to exercise caution and sensitivity when communicating during times of crisis. Brands that choose to ignore this lesson may find themselves facing a backlash from their followers, potentially damaging their reputation and trust.
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