The Aftermath of the Capitol Crisis: Preparing Your Brand for the Inauguration

Khoros Staff

In this unprecedented time, it’s crucial for brands to be empathetic by prioritizing community safety and needs over business goals. This means being vigilant in monitoring social channels for news, community conversation and sentiment. Additionally we encourage you to meticulously review your content calendar, pause all organic and paid content, then re-evaluate on a day-by-day basis.

Below we’ve outlined our recommendations for managing your brand in the days leading up to the inauguration.

  • Pause organic and paid content from January 15th - January 22nd. 
    • Brands that responded to the events at the Capitol received primarily negative commentary on their threads. Their audience members mainly expressed that the brands' participation in the conversations cluttered users' feeds, and prevented them from seeing news updates. 
    • By pausing content, brands are able to step back and allow users to utilize social media for the purpose of bringing people together and accessing information. 
  • If you publish, only publish content that aligns with your brand values or cultural moments such as MLK Day. 
    • If diversity and inclusion are an important pillar to your brand, there is a likely chance that you’ve planned an activation or content for Martin Luther King Jr. Day. This is an example of a cultural moment that qualifies as an outlier for brands to post content. 
    • Keep in mind: Comments will have to be closely monitored and it’s recommended to hide hateful comments and pause 1:1 moderation. 
  • In addition to pausing content, we recommend pausing moderation to mitigate potential backlash or criticism. 
    • If moderation continues as normal when the country is vulnerable and sensitivities are high, brands can appear naive and unaware. By pausing moderation, brands take themselves out of the conversation and out of the harsh criticism of users and news outlets. 
  • Closely monitor earned conversation in Khoros intelligence.
    • Below we’ve provided a query template for you to track mentions of your brand and national conversation trends over the next week in reference to the inauguration.
    • Keep in mind: As news arises and changes, alter your queries to capture new conversations and key words. 

Query Template For Social Listening 

BRAND + Inauguration + Planning

(BRAND) AND (inauguration OR inaguration OR inageration OR inaugurate OR inaugurated) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

BRAND + Dates + Planning

(BRAND) AND ((january OR jan) AND (15 OR 16 OR 17 OR 18 OR 19 OR 20 OR 21 OR 22)) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

BRAND + Capitol + Planning

(BRAND) AND (capitol OR capital) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

BRAND + DC + Planning

(BRAND) AND (DC OR “washington DC” OR “washington monument” OR “white house”) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

BRAND + Government Official + Planning

(BRAND) AND (trump OR potus OR @realdonaldtrump OR @potus OR biden OR @joebiden OR president OR senator OR representative OR congressman OR congresswoman OR “congress man” OR “congress woman” OR congressperson OR congress) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

BRAND + Event + Planning

(BRAND) AND (ceremony OR event OR speech OR address OR protest OR protester OR protestor OR riot OR rioter OR thug OR terrorist OR terrorism OR mob OR coup OR siege OR seige OR insurrection OR breach OR breech OR crisis OR “break in” or lockdown OR “lock down” OR lockeddown OR “locked down” OR storming OR “storm the” OR “raid the” OR raid OR “occupy the” OR occupied OR occupythecapital OR occupythecapitol OR “occupy the capital” OR “occupy the capitol” OR attack OR “under attack” OR attacking OR evaculate OR evacuated OR evacuating OR proudboys OR “proud boys” OR takeover OR “take over”) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

BRAND + Impeachment 

(BRAND) AND (impeach OR impeached OR impeachment OR impeaching OR 25thamendment OR 25thamend OR 25amendment OR 25amend OR “25th amendment” OR “amendment 25”) AND (plan OR planning OR planned OR coordinate OR coordinating OR coordinated OR organize OR organized OR organizing OR schedule OR scheduled OR "scheduling")

Please don’t hesitate to reach out to your Khoros point of contact with any additional questions or concerns. As agents, managers and strategists, we understand our communities’ needs on such a deep level, but we also need to prioritize the mental health of our own teams. Don’t forget to check in and support each other during a highly sensitive time.

 

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