Like many of us, I have been shocked and appalled at what has been happening in Ukraine. I want to make it clear that #IStandWithUkraine and my heart is with those affected by this and the many other atrocities happening around the world right now.

I don’t want to remain silent. As the quote says “If you are neutral in situations of injustice, you have chosen the side of the oppressor” (Desmond Tutu).

It has been a terrible thing to view in real-time and many businesses have been unsure about how to respond on social media. It’s hard to know what to say.

Do we continue as normal? Create content about it? It is such a difficult line to tread.

What to think about with sensitive content

Here are some tips on how to handle things right now:

1. Only share direct news and information about specific events from verified sources. The last thing you want to do is share ‘fake’ news. I would avoid sharing such specifics unless it is directly relevant to the events.

2. Do what you can internally to reassure anyone affected. Only share what you’re doing if you think it is helpful for the public to know. Don’t share this info to look ‘good’ – this can backfire and come across as performative to consumers.

3. If you are sharing content around difficult topics, do so in a way that uplifts the voices of those impacted by the issue. Don’t try to speak for them, let them say what they need to say.

4. Don’t ONLY promote right now. Give sales and promotional content a break for a little while and allow room for content that has meaning and impact during a crisis. It can appear insensitive. This doesn’t mean you can’t sell just make sure issues have been addressed first so it doesn’t appear cold to viewers.

5. And (what I’m doing right now) before you go back to Business As Usual type content, address the topic. Let people know what to expect going forward. Remain mindful of any updates and adapt to the changing situation.

If you’re really stuck, just stick to sharing things that will uplift and be positive in these dark times. More information and inspiration: The Two Lauras