There are some topics that brands should steer clear of on social media, such as 9/11, purpose-washing and other controversial subjects that aren’t connected to their businesses.
The latest example is brands’ social media posts joking about “spotting” Catherine, princess of Wales, this week. They have not aged well.
In an emotional video on Friday, Kate revealed she has undergone treatment for cancer.
A message from Catherine, The Princess of Wales pic.twitter.com/5LQT1qGarK
— The Prince and Princess of Wales (@KensingtonRoyal) March 22, 2024
Until the video was posted, Kate’s whereabouts had been a mystery since her last public appearance in late December. Many social media users speculated why Kate had disappeared from the public eye for months, and that was fueled by a manipulated image distributed by Kensington Palace.
On Wednesday, PRWeek posted a LinkedIn poll asking if the posts were in poor taste, at a time when Kate’s situation was unclear. The results found that 84% of nearly 600 respondents said the move by brands was risky, because the posts might not age well. Sixteen percent did not have an issue with it.
Most social media managers have good intentions and just want to jump into the conversation and engage consumers on the trending topic of the moment — and pull some attention to their brands. But this is another lesson for them to think through a situation before they post, especially when it possibly involves an individual's health and well-being.
Diana Bradley is associate news editor at PRWeek.
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