When disaster strikes, such as the wildfires devastating California, it can feel wrong to carry on with “business as usual” on social media. As a Southern California-based business, we at Take Flight are fortunate to be a safe distance from the flames, but we know many people who have been impacted—whether evacuated, displaced, have tragically lost their homes, or are in danger of losing their homes. Our hearts go out to all those affected during this incredibly difficult time.
It’s always so incredible to me to see the best in humanity emerge during such devastation. From neighbors helping neighbors to strangers coming together to support each other, these moments of kindness and compassion remind us of the resilience and strength in our communities.
So, how can small businesses like ours show empathy and navigate social media thoughtfully during a disaster?
1. Pause Non-Essential Content
Step back and review any scheduled posts. Humor, promotions, or unrelated content might not resonate with your audience and could come across as tone-deaf. Take a pause and shift your focus to messaging that reflects the current situation.
2. Acknowledge the Impact
Ignoring such a significant event might make your business appear disconnected. Use your platform to express concern and solidarity with those impacted. A simple, heartfelt post can let your audience know you care.
3. Provide Resources
Be a helpful voice during this time. Share ways your community can get involved—whether by donating, volunteering, or offering support to those in need. Here are a few organizations providing critical assistance:
American Red Cross: Offering shelter and relief services for evacuees.
California Community Foundation Wildfire Relief Fund: Supporting wildfire recovery efforts.
World Central Kitchen: Delivering meals to those affected by the fires.
Local food banks and shelters: Many are collecting donations and need volunteers.
4. Take Action if You Can
If your business has the ability to help—whether through donating a portion of sales, hosting a supply drive, or volunteering as a team—share that with your audience. People appreciate businesses that actively contribute to their communities.
Disasters remind us of the strength in community and compassion. At Take Flight, we believe in using our platform to help spread awareness and resources. Together, we can make a difference for those in need.