To successfully market your brand online with social media, you must be consistent. Engaging, creative, relevant … yes, all of those, too … but above all else, being consistent is what will help you establish your online presence and help you effectively market your brand online.

So, you create an editorial calendar and start posting great content …

Then there’s an emergency. Maybe it’s a health crisis — you or a family member has to have surgery or has an extended illness. Maybe it’s a natural catastrophe — a flood, fire, or a tornado.

And suddenly, ...