Nobody talks about what it actually takes to lead a team through a crisis

Not the strategy. The people.

I’ve had team members who’ve drafted posts minutes after a terrorist attack. Who’ve worked long hours during a national disaster. Who’ve carried the weight of public grief while still showing up to do the job. I’ve dealt with content I wish I’d never seen.

That takes a toll.

My job - beyond the content, the strategy, the stakeholder management - is to make sure my team can do the hardest work of their careers and still be okay.

That’s the part of senior leadership nobody puts in a job description.

Look after your staff who work in social media 💙