Stop Treating Healthcare Social Media Like a 24/7 ER

Healthcare social teams are finally speaking out: always-on monitoring isn’t sustainable and the rising tide of online negativity is affecting their performance. There are surprisingly simple solutions to these challenges when leaders stop expecting superhuman stamina from the people behind the feed. Robbie Schneider, Enterprise Social Media Manager and Blog Content Strategist at Franciscan Health, breaks down the mental load of working in digital spaces and why healthcare communicators need real boundaries, backup plans, and a healthier definition of “responsiveness.” She shares practical strategies from her book Social Media, Sanity & You, along with clear-eyed stories about burnout, community crises, and the reality of constant exposure to online conflict. You’ll hear the simple strategies that help social teams stay steady during heavy news cycles, manage rising negativity, and set expectations with leaders who still think everything online is a “crisis.”