I am 0% shocked by the number of extremely amazing strategic communications professionals that are looking to RUN, not walk, away from a career in social media admist three months of nonstop crisis communications, stress, and minimal support.

While I have you, please note the language here. STRATEGIC communications. Social media requires whit, wisdom & wherewithal. It demands proactive, preventative & passionate messaging. It necessitates continuous connectivity, customer service, and societal awareness.

Those bold, brave & skilled enough to do this work serve as the front door to your brand. They have the ability to improve perception, increase engagement & elevate awareness. They also bear the brunt of every criticism, despite ideas or decisions being far beyond their control.

We’re more than a decade past playing on the internet. The world lives online. The fact that news breaks in social is no secret. That social is a brand’s first line of defense is clear. Why is the importance & value of the communication professionals doing this work still not?