What to Share Right Now
Twice previously in my career, I've asked myself, as someone who helps leaders of business, communities, companies, and brands communicate their mission with the world: What can I possibly share when the stakes are so high?
This email is the answer to that question. In it I will discuss:
The responsibilities of leaders during a crisis
Creating content in troubling times
A few additional do's and don'ts
Communicating With Your Community During a Crisis
First let me remind you that if you have any platform in this world: online, in real life, both--you earned it. You have gathered together humans who follow you, literally. That is a responsibility. Perhaps you feel heavy with the weight of choosing the right words at the right time, that's an acknowledgement of the responsibility. When we are born into the destiny not to survive the terror but to comment on it, we push through. You can do this.
I want you to consider who you look to. I imagine it's not just the news, political, and religious leaders. With the advent of social media, many of us fill our days and our minds with words from podcasters, influencers, leaders in our own industry, and those in a space of motivation, fitness, business, lifestyle, and more.
If you've ever asked for a platform, I'm going to tell you to use it not because I am demanding it of you, but I because I believe it is proof of your ability to reach out and touch people's hearts. You asked for this platform. Use it. Here's a graphic I think any brand or leader could use or repost. It calls out and condemns terror and terrorists; it includes recognition and prayer for Israelis and Palestinians; and it includes no misinformation.
Creating Content During Troubling Times
Transitioning from posts about human rights to posting about anything else can feel jarring, at best. One suggestion I have is to use transitional posts to serve your community. For example, one of my clients is a registered dietitian. Posts we discussed as options for this week include:
Nourishing yourself through grief and stress
Foods you can bring to friends who are in pain
Ancestral foods of the region
My daughter's school sent a link to discussing the war age-appropriately with children, which was much appreciated.
The goal here is to think: What does my community need and how can I share it with them?
And this should be obvious, but do not monetize a crisis. No sales, no deals, no list building.
A few additional do's and don'ts
Rapid fire, here are several other tips in the realm of communications in this moment:
I love what Alex Edelman says above about “purple prose and careful writing.” Stop trying to write a poem (unless you are a poet, in which case we need your art). Stop trying to be more informed than a professor of Middle Eastern studies. Stop trying to be “shareable.” Community is built through clear communication. In times of hurt, we need open, honest, and true. “This is terrifying.” “This is heartbreaking.” “This is sad.” “This is scary.” “This is wrong.” are all such better captions than “Peace is a seashell on the waves of conflict stemming from the historical-biblical-regional….”
Do reach out individually to people you know might be hurting. This includes not only anyone you know, from or with family in the region; but with the rise of worldwide hate crimes, anyone who feels their people is under attack. We are all children, and parents, and we are all scared. Even “Thinking of you and I'm so sorry this is happening” goes a long way. I didn't ask you to share or change your politics, just to extend your humanity.
Do not send them "informative content". Let me be very clear that someone accidentally sent me a virulently anti-Semitic post. And the worst part was, she thought she was sharing “balanced” information with me as someone who also has a heart for human rights. Not only did this video hurt me, it reset my TikTok algorithm to show many more like it, and was an awful experience all around.
Do know you are allowed to have a life and a business. Do I believe leaders should post authentic, meaningful content? I do. Do I run a values-driven firm and believe you can be human first and still successful? I do. Do I understand that your business feeds your family and that of your team and maybe your community? I do. Don't feel guilty about when you go back to “regularly scheduled programming” on your feed, and don't over-extend (e.g., brightening makeup for sad times). I believe if you take a stand once, you may move on in your feed. Continue to stay informed, continue to support and check in 1:1, continue to post stories, continue to care.
Do not be consumed with the idea that taking a stand will not cost you business: Here's a whole video I did on the subject.
Do know that people remember, in times of trouble, who was courageous and who was cowardly, and they adjust their affinities accordingly.
Do not let trolls impact your mental health. Block as needed.
Let me end by saying, there are greater considerations than your content. Perhaps the most moving messaging I have witnessed, is that every Rabbi whose email list I'm on has sent the same three recommended actions: study Torah, pray, and be even more charitable.
I unequivocally condemn the acts of terror by the terrorist group Hamas. And my prayer is a for a future where the families in the region, regardless of their religion, ethnicity, or ancestry can live in peace.
