For what seems like the 95th time this year [Editor’s Note: Only 44 times.] there has been a school shooting in America, and news is breaking fast and furious on Twitter.
Speaking of Twitter, we learn about these tragedies faster than we did even five years ago.
I’m not saying it’s bad or good. I’m just saying that we do.
As details emerge, so do the tweets, shared by either a respected journalist or a random person sitting at their Mac. We are so quick to share that we don’t have time to confirm what we are tweeting is true.
Soon enough, our timelines are inundated with more information than we could possibly sift through.
But while individuals are struggling to keep up, there are always outliers who either haven’t heard the news and continue to tweet on their merry way, or have scheduled tweets to run at the worst possibly time.
Thankfully, Twitter is also full of the Twitter Police who are quick to tell those people and brands who have scheduled tweets to STOP. And, really, what would we do without these Good Samaritans?
Now would be a good time to STOP your scheduled tweets. There’s a national tragedy unfolding. Nobody cares about Kendall Jenner’s pantsuit.
— Jennifer Berson (@JenerationPR) October 1, 2015
But, honestly? I could give a shit what a brand tweets on Twitter when a crisis is developing.
As a father with two small children, I’m much more worried about their well-being when I’m not with them than I am about yelling at a brand to turn off their scheduled tweets. Even if the aforementioned tragedy does not affect me, it still affects me, you know?
And if Marshall Field’s scheduled a tweet for a Back To School sale to run at the same time? Well, it really doesn’t matter to me.
If the company wants to be tone-deaf to what’s happening around them, that’s fine. I’m not going to spend my energy getting mad at them. If they can’t properly manage their social media staff to pay attention to current events, then they’re probably not long for social media anyway.
Yet, the “experts” are still going to come out in full force to yell at them, which is ironic, because these same people are using a national tragedy to show off just how smart they are.
When tragedy hits, we’ve been told to clear all communications channels so authorities can communicate unobstructed and share valuable information.
Maybe we need the same rule for Twitter.