When Disaster Strikes
A Guide to Posting on Social Media During a Crisis
Last week, the fires in Southern California were a sobering reminder of how quickly disaster can strike. My dad’s house is in the evacuation zone for the Eaton Fire, and as I was visiting him at the time, I found myself evacuated from my childhood home, bringing nothing with me but my memories, my dogs, and the clothes on my back. Thankfully, we’re okay, and our house is safe—but so many others lost everything.
As someone who manages social media for wineries in nearby Santa Barbara County, I found myself grappling with how to guide my clients during such a devastating event while also dealing with the trauma of seeing the foothills around my home engulfed in flames (it’s a sight I will never forget).
Many of my clients have strong ties to Los Angeles, and even for those without direct connections, this tragedy warranted acknowledgment at the very least.
It raised an important question: How should businesses handle social media during a natural disaster? Perhaps even more challenging is when it is appropriate to return to “business as usual.”
What to Post (and Not Post) During a Disaster
Pause Non-Essential Content The first step when disaster strikes is to pause any scheduled or planned posts. Regular promotional content can come across as tone-deaf or insensitive when people grapple with loss and uncertainty.
Use this time to assess the situation. Is there a way your brand can help? Can you share valuable information? Or is it better to simply stay silent for a while?
Share Helpful Resources If your brand has a connection to the affected area—or even if it doesn’t—consider using your platform to amplify resources. This could include:
Evacuation maps and shelter locations
Donation links to trusted organizations helping those in need
Volunteer opportunities for those who want to help
Sharing this kind of information positions your brand as a supportive, empathetic presence in the community.
Express Empathy If you feel compelled to post something, keep it simple. A heartfelt message expressing concern and solidarity can go a long way. For example:
“Our hearts are with everyone affected by the [event]. To those who have lost homes and livelihoods, we are deeply sorry. We are sharing resources in our stories for those who want to help.”
Avoid Performative Posts While it’s important to acknowledge the disaster, be mindful not to make the post about your brand. Avoid using a crisis as an opportunity to promote your products or services, and be careful with statements like “Buy our wine, and we’ll donate $1 to the fire relief fund,” as they can come across as opportunistic unless executed thoughtfully and transparently.
When Is It Okay to Resume Regular Content?
This is one of the hardest questions to answer because every disaster is different, and recovery timelines vary. Here are some considerations to help guide the transition:
Monitor the News. Pay attention to updates about the disaster. Has the immediate crisis passed? Are people returning home? If rescue efforts are ongoing, it might still be too soon to resume regular posting.
Start with a Transition. When you return to regular content, ease into it. You don’t have to jump straight back into promotions. Share something neutral and uplifting—perhaps a scenic vineyard photo with a reflective caption.
Stay Sensitive Even after you resume normal posting; remember that the aftermath of a disaster can last months or years. Be mindful of your tone and avoid overly celebratory or frivolous content for a while.
Incorporate Support Into Your Content If your business is contributing to recovery efforts, share updates about that in your posts. For example:
“This month, 10% of our tasting room sales will go to [relief organization]. Thank you for helping us support our neighbors in need.”
Final Thoughts: Empathy Over Everything
When disaster strikes, the most important thing is to lead with empathy. Social media is a powerful tool, and how your brand shows up during difficult times can leave a lasting impression—good or bad.
There’s no perfect formula for navigating these moments, but by pausing to assess, prioritizing helpfulness, and being thoughtful and kind about your return to regular content, you can ensure your presence is one of support and solidarity.
Resources
Here are some resources to donate to or seek help from related to the fires in Southern California:
The Los Angeles Homeless Services Authority has a list of resources to support those affected by the L.A. Fires.
Red Cross Los Angeles: Find a Shelter & Donate
The local hotel association is maintaining a list of hotels in and around L.A. with available space, including whether and what kind of discounts they're offering to fire victims and evacuees.
Visit Santa Barbara has a list of lodgings with special discounts for those affected by the fires.
Pasadena Humane Society is taking in hundreds of animals displaced by the fires and need temporary fosters and adopters to free up space across their facilities. Donations never go amiss either.
Grooveline Tattoo & Lo and Cho Permanent Jewelry are running a raffle for a one-of-a-kind necklace, with proceeds going to Pasadena Humane Society.
Please list any other resources and information you may have in the comments of this post.