| People are reacting on social media as details regarding what unfolded on Capitol Hill last Wednesday (and what's to occur leading up to President-elect Biden's inauguration) continue to become available. But, as the vehicle for President Trump's messaging and the gathering place for his supporters, social media itself has also played a role. These factors have led some brands to halt their social media campaigns, fearing that an unfortunate placement or out-of-context messaging could lead to a brand safety disaster. "People are very online, especially during crises — the moment they see a tone-deaf brand or company, it will immediately backfire and put them on a do-not-engage list," Sheeta Verma, marketing associate at Neurable, told Search Engine Land. For some, pausing campaigns may be the most strategic option available. Others, however, have persisted, citing apolitical ad campaigns, attempts to bring joy to customers, and, of course, business needs. Both the consequence for continuing campaigns and the benefit of pausing them are murky at best. The trend of surreal news cycles did not end when we rang in the new year, meaning that marketers must be better prepared to operate during times of disruption. Brands can be proactive about their crisis response strategies by taking a stand for what they believe is right and backing it up with action, instead of simply going dark when stuff hits the fan. Preparing a rapid response team and/or workflow can also enable them to adjust their messaging more efficiently. And, experimenting by diversifying the channels they're using can help them make more informed decisions on where to invest when one channel becomes too risky — a far better approach than having to try new options on a whim and without precedent when another crisis eventually rears its ugly head. Read more here. | 
