There are certain actions that need to be taken into consideration for a social media crisis. What’s an action you should avoid?

During a social media crisis, brand communication should prioritize clarity, sensitivity, and issue management over promotion. In Amazon Ads terminology, this supports brand safety by reducing the risk of messaging appearing insensitive or misaligned with the situation. Scheduled campaign activity should be reviewed because normal promotional content may worsen public perception during a crisis. Helpful owned-channel communication can be appropriate when it addresses the issue directly and gives customers relevant information.