How to appropriately honor 9/11 on social media
Day of Remembrance
This year will mark the 20th anniversary of the tragic 2001 terrorist attacks on the U.S. While the occasion has traditionally been honored by memorial events and patriotic tributes, this year, conversations will likely be even more sensitive following the death of 13 US Service Members in the Kabul airport attack, withdrawal of US-led forces and an unfolding humanitarian crisis in Afghanistan.
Social media on 9/11 has historically been a way for users to express their emotions by mourning victims, sharing messages of resilience, and paying respect to heroes and survivors of the attacks. It is a solemn day for many individuals across the country and even around the world.
As the world watches the Taliban take control of the country, many of us have struggled with what this new rule will mean for women, human rights, and political freedoms in Afghanistan.
Following the withdrawal of U.S. troops from Afghanistan, social media has been flooded with images, stories, and videos of people in need of immediate humanitarian assistance.
With the political climate especially tense, the withdrawal of troops in Afghanistan, and this being a milestone anniversary of the attacks, we can expect to see an uptick in Islamophobia. Media outlets have been reaching out to Muslims about how 9/11 impacted them, and there are books and documentaries being released that are focused on their treatment.
So this year, more than ever, it is especially important for brands to consider the moment before posting on 9/11.
Before we go into some recommendations let’s take a look back at:
Brands That Got It Right and Brands That Didn’t
These 3 brands had posts that were perceived as genuine and authentic.
United Airlines: As the airline where two of the attacks occurred, 9/11 is especially relevant to them. It is important for them to acknowledge the day and in 2020 they did so with a solemn message that was straight and to the point.
New York Yankees: Because New York City was directly impacted on 9/11, New York brands should make it a point to acknowledge the day every year. The Yankees chose to honor the fallen and veterans.
Airbnb: While this example isn’t tied to 9/11 specifically, we wanted to highlight an example of a brand that responded very quickly to the Afghan refugee crisis with an announcement that they would be providing temporary housing to people in need.
On the other hand, these 3 brands had posts that were perceived as inauthentic and opportunistic.
AT&T: They received backlash for their insensitive post that acknowledged 9/11 while also promoting a phone. It was universally criticized.
Build-a-Bear: Because the toy company didn’t have any ties to 9/11, many saw their post about the day as them pushing sales versus genuinely caring about victims.
Fleshlight: But perhaps the most memorable fail was the sex toy company’s effort to honor the day back in 2014. Just…awkward.
Social Media Recommendations
If you are based in the US, or you have a large following in the US, we recommend against posting ANY regular business-as-usual content on 9/11, as it can come across as insensitive to those who are grieving.
Consider using your platform to amplify the voices of families of 9/11 victims, veterans, and/or Afghan refugees and Muslims.
Hide any comments that promote intolerance to show that your brand does not stand for this behavior and that your accounts are a safe space for all.
Pause ad campaigns you have running on 9/11 and if you do elect to post then stick to organic posts only.
Do not promote sales or collaborations on 9/11. Brands that choose to engage should be focusing on bringing attention to the lives that were lost, their families, and veterans. Influencers who promoted branded content in the past received backlash for coming across as insensitive to the seriousness of the day.
Most importantly think carefully about if and where you fit in within the conversation and don’t post just to post.
Looking Forward
In closing I’d like to leave you with this quote:
“Even the smallest act of service, the simplest act of kindness, is a way to honor those we lost, a way to reclaim that spirit of unity that followed 9/11.”
—President Obama in a 2011 radio address
Totally,
Taryn
