I am a big proponent of posting shareable content on all of your brand’s pages every day. A steady cadence of a daily organic posts (and now coordinated with ads) will help you stay top of mind and in the newsfeed to your customers. But as I discussed at my recent Southeast Franchise Forum presentation, there are days when no post may be better than a post.
This is advice for any US brand’s national postings. If you’re a Franchise brand or have multiple locations in multiple markets, be aware of what’s happening in all of your local communities as well. Local emergencies and weather issues may be reasons to hold off on posting for a day or two. Obviously you will need the help and input from your field team and perhaps alerts from news sources within your geographic footprint.
National tragedies and major International tragedies:
When terrorists (domestic or ISIS) struck in Baton Rouge, Nice, Dallas, Istanbul, Orlando, Paris, San Bernardino, and the growing list of places, people took to social media to learn, grieve, and show anger with their friends. Your brand’s marketing message would at best be lost in the outpouring or at worst stick out like a clueless, poorly timed, insensitive faux pas. Just wait a day or two to get back on schedule.
When icons like Prince, Muhammad Ali, or David Bowie died, many brands posted ill-advised images complete with marketing tagline and logo. It works if you’re MTV or SiriusXM and you’re sharing an artist’s work for the day, but it doesn’t work if you’re selling fast food.
Avoid posting after the first day / last day of the upcoming conventions. Also avoid the evening of and the morning after the Trump / Clinton debates and of course, Election Day. You will be buried in newsfeeds, so just wait a day.
Take a break on MLK Day, Memorial Day, Veterans Day, and September 11. Unless you have an inspirational and relevant message, please avoid it!