With today’s tragic news about Charlie Kirk, I’ve been thinking about how brands and public figures respond online during sudden, high-profile events.

When something this shocking happens, do you believe brands should pause scheduled content, or continue posting as planned?

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I think brands should just go about their business. Unless they have some scheduled content that would seem offensive in light of events there's no need to deal with it. And I imagine most brands wouldn't have content that would be implicated. I guess maybe if content referred to an event on a college campus or something like that it might warrant a look. I will predict, however, that within two days some commentator will accuse a brand of posting something in poor taste. That's always a given.

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This is a good take. I agree, it’s usually about checking tone and timing more than shutting everything down.

There was another school shooting the same day. I don’t think I have the words. If brands have a connection to a tragedy is when I think some look for a response. Otherwise, I think they go unnoticed.

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What happened to Charlie Kirk???!

I think they should continue posting as planned. The fact of the matter is no one on social media should be expecting meaningful statements from companies in the wake of any kind of tragedy. As long as what's scheduled won't appear completely insensitive, I see no problem with carrying on business as usual.

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