When Tragedy Strikes: How Businesses Should Show Up on Social Media

I don’t often lead with personal history, but context matters here. I was raised in Newtown, Connecticut. It’s a small town with deep roots, the kind of place that grows over time without losing its character. When I was young, movies were shown at City Hall, ice cream meant a trip to the Blue Colony Diner, and Sundays meant St. Rose of Lima Church. It was a self-reliant community in the truest sense of the word—my father even served on the volunteer fire department. It was, and still is, a town defined by people who look out for one another.

One of our family friends has a son whose life was spared in this tragedy. Our thoughts and prayers are with them, and with the families who lost so much in an event that is both horrifying and incomprehensible.

When events like this unfold—especially when they intersect with deeply political and emotional issues—there is real risk in speaking publicly. Opinions, even well-intentioned ones, can ignite anger and division at a time when victims have not yet been laid to rest. For businesses and individuals alike, the instinct to “say something” can easily do more harm than good.

Silence

There are moments when silence is not avoidance, but respect. A friend of mine, Chuck Gose, noted that the NRA shut down its Facebook page and paused activity on Twitter. Regardless of where one stands, it was a reminder that not every situation calls for a statement. Too often, organizations feel obligated to respond because public relations exists to respond. I disagree. Sometimes the most responsible action is to say nothing at all.

Opinion

When opinions are shared publicly, they invite response—often aggressive response. Declaring a position, particularly on a polarizing issue, opens the door to criticism, ridicule, and hostility. That doesn’t mean opinions shouldn’t be expressed, but it does mean they should be expressed with maturity and preparedness. If an organization or individual is not equipped to handle the backlash that may follow, restraint is the wiser path.

Support

That said, discussion itself is not inherently negative. Social media can provide space for thoughtful disagreement while still honoring shared goals. In the days following this tragedy, I’ve seen meaningful conversations around constitutional rights, mental health, acts of heroism, and genuine expressions of love and support. When handled with care, dialogue can help people process grief rather than amplify it.

Reflection

Timing also matters. Social media often rewards immediacy, but politically charged events require a different approach. I stopped tweeting and limited my engagement on Facebook, choosing instead to wait a few days before writing this. Distance allowed reflection. It made it possible to contribute something constructive rather than simply adding to the surge of emotion, argument, and noise. Waiting gives people space to cool down, and that space often leads to better conversations.

It’s important to remember that social media is a medium, not a private exchange. Messages are not just directed at one person; they are released into a public environment where intent is scrutinized and reactions are unpredictable. The same platform that enables empathy, generosity, and collective action also provides cover for hostility and cruelty. Understanding that duality is critical for anyone communicating on behalf of a business.

We saw this clearly when a home explosion occurred here in Indianapolis. Social media became a channel for real good—sharing information, offering support, organizing help, and providing hope. It connected people to resources and to one another in ways that mattered beyond the screen.

Despite the political debates that inevitably follow tragedies like this, I remain optimistic. I’ve watched friends in Newtown use social media to share grief, fear, gratitude, and relief that their child survived. While we may never eliminate those who misuse these platforms, we can learn to use them better—or recognize when not using them at all is the most responsible choice. In moments like these, that judgment matters.