On a very sad day, I share this brief post based on a message I sent to my colleagues at EMA today:

Occasionally, there are occurrences in the world that create unimaginable sadness. Such an event has happened today in Connecticut. In your work with clients, particularly in social media, please remember that people expect brands to be respectful when tragedy occurs. Frivolous, lighthearted or humorous approaches are insensitive at such a time. This is especially true regarding prescheduled posts which should be rescreened for appropriateness. It is a sad day. Be sure to assess client messaging in the context of the news of the day.

My thoughts and prayers are with all of those affected by this horrible tragedy.