Getting the tone right on social media, especially when dealing with a sensitive story can be tricky – and one of the most obvious examples of digital journalism not just being what we’ve always done, but on a different platform.
I could write hundreds of words trying to articulate the dangers trying to deal with a vocal audience while sharing a sensitive story, especially one which involves a lot of background work which readers wouldn’t normally see. I could, but I won’t – because this Facebook post this afternoon from the Lancashire Evening Post shows how to get perhaps the most sensitive of stories just right – the funeral of someone who has been killed:
This post was fraught with risks – people accusing the LEP of being callous for filming a funeral (because they wouldn’t have known they had permission) or complaints that the LEP was intruding into family grief if they’d tried to use a standard news line in the Facebook post.
Instead, the LEP got the message across that they’d been invited, and showed respect to the family by saying thanks to them for it as well – thus displaying the sort of engagement which helps make news brands more than just bystanders in their community.