During crises like the Boston Marathon bombings, Swan recommends that businesses stay quiet rather than post meaningless regards.

“If you have no business being involved in the conversation, shut up,” Swan says.

“Is your phone company actually praying for victims?” Swan calls posts like these “meaningless digital churn.”

Companies feel the responsibility to comfort their customers, when in reality, they’re just wasting digital space.

via Twitter during Crises: Boston Marathon Bombings | J99 Social Media Strategies from an interview I did with a smartie pants student at my alma mater.