After Boston: Sometimes Real-Time Marketing Means Saying NOTHING

There was a lot of scolding, eye-rolling and analysis around social media tactics on Monday, after the Boston Marathon bombing incident. Brands promoting “Blow-Out Sales,” “LOLs” and other marketing messages around the flood of emotion and news around the bombings may have damaged reputations due to carelessness. Some brands (well, too many) also added obtuse noise to the outpouring of support for the victims and city of Boston. Most social media programs have playbooks or, at the very least, community management guidelines. While common sense is the best plan in times of tragedy, today’s social publishing programs have dozens of

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