Recent tragic events in Paris and San Bernardino, California have been grim reminders that natural and unnatural disasters are too common these days. While social media can be a powerful tool to communicate news, it can also be a double-edged sword for a community manager. Being too quick to capitalize on the moment, particularly with a branded sentiment, may cast the brand as being self-promotional in a time of tragedy. However, keeping with business as usual posts may cause followers to wonder if the social media manager is tweeting from a cave. While there are no hard guidelines for social media posting during a tragedy, here are some things to consider when the event arises.