How has your company adapted its social strategy given the news of the war in Ukraine? Have you paused ads or non urgent email comms for the next bit?

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This is a great question and will vary based on whether you’re a global company or have ties somehow with the Ukraine or Russia, through vendors or contractors, for example.

I work for a national company and we have continued to post as usual but we did have a second glance at copy in posts and ads to ensure no potential trigger keywords were there.

We’re also continuing to monitor the situation and will adjust as needed.

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Agreed—I’m on a global account and we paused paid and organic and combed through all the content we have. We’ll continue to monitor throughout the weekend and tentatively start posting on Monday.

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Depends on the brand's geographical location.

If you're based in a brand within the region, it's important to mindful off the context off content, in terms of tonality - proofread content before posting or publishing, whilst being highly mindful off the tonality.

If your brand sources a supply line, in terms of (material, components, etc) from there and more especially in Russia, then your brand will likely face an outcry and it's imperative to have a Comms Strategy together with an Operations plan in place for this.

Thoughts are always with You! You got this!

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One client has paused all spend on social until the situation has resolved.

One doesn’t advertise in Eastern Europe so isn’t pausing even with flags from our team.

One we haven’t heard back from their PR team.

So at this point it’s 50/50

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Update other client is pulling spend some
Now it’s 66% pulling spend for at least the next week.

All B2B tech clients so probably on the conservative end

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Keeping an eye, but not paused, business as usual.

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Would also be interested to know this!

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Paused everything thru the weekend for now

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For global brands, yes. Some have a pause on all social activity through March 1. One brand we paused some ads that had questionable creative during this time and excluded certain countries from the campaigns.

U.S. only brands, no.

pause

Added exclusions to key words relating to the war in Ukraine to ensure brand safety. Otherwise business as usual.

We are in Finland and have been keeping quiet in Linkedin and facebook for the past week, but have posted on instagram still. Will probably resume with the others this week but keep it sensitive, naturally

Brief pause. But mostly due to the Applebee's thing.

Not yet but it does require you to remain sensitive to the times and ensure a campaign is not offensive or if it’s just not the right time.

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And here is a status report for this week.

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