06. No one said this would be easy.
When Twitter rallied against Progressive Insurance in support of a grieving blogger and his family, Progressive began auto-delivering the same scripted response over and over, proving there are few shortcuts to person-to-person compassion.
The Lesson? Resist the urge to copy-and-paste, or script responses, especially in times of crisis. Social networks like Twitter are predicated upon personal interaction. If you can’t engage each individually, then truly consider not engaging at all.