Over the last two and a half years, we have had several moments where we needed to reflect upon what to post on social media based on the sensitivity of a current event or even a personal issue. Sometimes it is a matter of what to share or not to share (the death of a pet or an illness in our family) and sometimes it is how to share it (a perfect example was how to honor the two reporters who were killed in Roanoke on air this week).

We have also had our share of clients that covered delicate topics from mental health professionals to divorce attorneys to a luxury lifestyle cannabis blog, our copy writers and content creators go the extra mile to make sure that the information put out is interesting, relevant and appropriate while remaining sensitive to the topic. Our most recent client addition is an independent film that goes inside the LAPD homicide department and their connection with the families and organizations in the community to help solve murders in LA county. While one might think this would have a lot of easy content, we are spreading a message of healing and anti violence awareness and this is not an easy task. It would be a lot easier to spread more stories of crime and violence to up the numbers, but we as online marketers appreciate a good challenge!

Our top three tips to writing sensitive content?

1. Revise: Write your initial thoughts and then revise it. Your first post draft might be emotional or insensitive based on the topic material and your relationship to it. A revision or two is never a bad idea to make sure the brand is making a statement, not a rant.

2. Review: Read whatever you write over again before you post. Get a second opinion. We know social media is fast and you sometimes post as a reaction, but it is better for a company to be a minute later than to have to draft a formal apology in 140 characters in the end.

3. Reach Out: Instead of writing your own content, reach out to others to share theirs. When dealing with something like death, illness, divorce, etc – other’s stories can speak the words your brand can’t.

What would you add to the list?