Quick social media note: During a national crisis/event, turn off your scheduled posts/tweets.

Last night, I watched as numerous agencies continue (or forget) to stop their auto scheduling programs last night. C’mon, I talk about that in class! If you don’t turn off your auto posts/tweets, your constituents and consumers will perceive you as being insensitive to the current events.

After the horrific shooting at the Aurora, Colorado Theatres on 07-19-14, NRA social media team autoposted this tweet via HootSuite on 07-20-14. Tweet was viewed as inappropriate as shootings/gun violence/tragedy was the major discussion of the day. Tweet was perceived as inappropriate and insensitive.

After all, social media is about being social and talking about #trending topics right? (Think of it as a digital water cooler)

After the Boston Bombing incident, many brands and organizations expressed thoughts and prayers for those involved in this egregious tragedy. Public perception? Simple and thoughtful.

Now I know what you are saying – “But national events don’t play any part in our daily operations.” WRONG!, your image is based on perception and being mindful or relevant to a national event will help your readers embrace your greater good.

Now what is considered a national event? Well, that is for your organization to decide. My opinion? I would err on the side of conservative judgment.

@rusnivek