After Paris Attacks, Brands Try to Show Support on Social Without Being Insensitive

When tragic events like Friday's terrorist attacks in Paris unfold, marketers face a challenge: Should they show their support for victims on social media, and if so, how do they do so in an authentic way? 

This weekend, many major brands—including Amazon, Google and Uber—swiftly took to Twitter, Instagram, Facebook and other platforms to show their solidarity with France, often using the #PrayforParis hashtag. The rush to join the discussion didn't sit well with some consumers: 

The amount of tone deaf celebrities and brands posting content during this horrifying attack is unreal. #PrayForParis

— Faryar Borhani (@FaryarB) November 13, 2015

It's times like this when I hate seeing brands tweet self promotional garbage. Cancel scheduled tweets! #prayforparis

— Danielle Laurion (@dlaur5) November 14, 2015

Still, Steven Heller, author of a number of books on design, told Fast Company that sharing supportive images is important: "We need symbols to express what [we] cannot say." They also offer brands a subtle way to join the conversation—to say something without sounding off. While many companies used the viral "Peace for Paris" sketch, others created their own images. 

Uber, for example, added the image of the French flag to the cars in its app:

Uber cars are even French! #prayforParis pic.twitter.com/c6wEv4V0QB

— Valerie Garza (@valeriegarz) November 15, 2015

Amazon had its own spin, putting the flag front and center on its homepage:

Nicely done, Amazon. No products on the page at all. #PrayForParis pic.twitter.com/sQyL5J3xmf

— Brooke Benoit (@BrookeBenoit) November 15, 2015

Airbnb, like many companies, made the French flag part of its logo while also offering help to those stranded in Paris: 

If you're in Paris in need of emergency accommodation, our hosts have opened their doors https://t.co/E3TUbqD8m2

— Airbnb (@Airbnb) November 14, 2015

Google, Skype, Verizon and Sprint all made international calls free for consumers:

We've made international calls to France free via Hangouts. #ParisAttacks Android→ https://t.co/RLNSn2HPHd iOS→ https://t.co/UKRrBZgBGT

— Google (@google) November 14, 2015

And, given Paris's place in the fashion world, many fashion brands were among those showing solidarity: 

Ralph Lauren sends its deepest thoughts and prayers to Paris, always the City of Light. #Prayers4Paris pic.twitter.com/09j2UEQkqu

— Ralph Lauren (@RalphLauren) November 14, 2015

To all our friends in Paris, you're in our hearts and our thoughts. -TH #PrayforParis pic.twitter.com/7elzJMsHYN

— Tommy Hilfiger (@TommyHilfiger) November 14, 2015

But even as many brands worked to be sensitive and add relevant points to the cultural conversation, some posts, like 50 Cent's, read as insincere because they used branded hashtags:

pray for Paris#EFFENVODKA #FRIGO #SMSAUDIO https://t.co/N3tpyVQYYv

— 50cent (@50cent) November 14, 2015