We are learning a lot lately about the negative effects of too much social media usage on our mental health, our ability to connect with each other meaningfully, and even the way digital engagement changes our brain chemistry. Too much social media can even lead to increased anxiety, isolation, and decreased productivity.
Many people are choosing to limit their screen time to avoid burnout. But, what about people whose jobs require them to be online all day, every day, such as social media managers? Having come from digital healthcare, I know personally how stressful it can be for customer experience professionals to manage social media. Even on the best days, these managers are exposed to abusive remarks, angry patients, and often inappropriate messages or photos. Most consumers don’t think twice about the person behind the brand account they’re bombing with toxic tweets.
Today’s social media teams are managing several high-stakes conversations on behalf of their brands. And in healthcare and senior care especially, social media managers are experiencing the stress of the Covid-19 pandemic at a very personal level on the front lines. It’s easy to see why these teams have been feeling burnout. Not only must they manage their personal lives throughout these challenges, but the stress of continued crisis management puts social media practitioners at “surge capacity” – taking a toll on their mental health. Consumers are confused and worried about care and safety. Is it safe to reschedule my surgery? Recent social justice movements such as Black Lives Matter have drawn attention to systemic issues such as racial disparities in healthcare. What is your commitment to diversity and inclusion?
Healthcare leaders must provide better support for employees during this critical time. Digital engagement teams are in highly visible roles acting as custodians of your brand and reputation. To help them, healthcare leaders should provide protocols and tools to manage online feedback at scale:
Annie Haarmann
Head of Consulting, Healthcare & Life Sciences
The original version of this page was published at: https://reputation.com/resources/blog/how-to-fight-burnout-on-healthcare-social-media-teams/
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