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.