I’m terrified if I’m making the best choices for my company & myself during this civil unrest

I’m heartbroken and numb. Another African-American, George Floyd, has lost their life under unfathomable circumstances. I have struggled to contain my many emotions and find the words to express my heartache at this time. However, my role requires composure. 

I am a content marketing manager who leads the social media strategy for a large company that represents apartment communities across the country. And as a black woman, working in corporate America, leading a major external channel, I want to make the best choice possible that represents my company and myself. 

Several years ago, I made a decision to show up as my full self at work. No longer code-switching to be palatable for others. From my hair, dress, and speech, I was determined to be more myself in every single environment. This did not come without its own share of challenges, yet I felt more fulfilled and connected to not only my work but my colleagues. I felt seen because I insisted I would be. 

A role as a social media manager is complex. We are balancing the desires of our audience and customers with the needs of the business. Ensuring we are properly connecting our news of awards, new business, and more through the lens of the consumer. Why should they care? From slang to semantics, there are many times that I have struggled with the terminology to best help our corporate and community channels to ensure clear communication through their content. When in doubt, we are able to look to our leadership for guidance on our stance. 

This week, our leaders have shined in their swift response to the civil unrest. In addition, I was given the opportunity by trusted colleagues to weigh in as they craft additional messaging to our colleagues and residents. Marketing department leadership leaned on me to make decisive choices for our corporate social media channels and our portfolio of apartment communities. I always want to get it right from a professional standard however, this time I needed to get it as close to right for my people as well. 

I always want to get it right from a professional standard however, this time I needed to get it as close to right for my people as well. 

So, we decided to pause all social media posting and advertising and let our corporate account lead the way. I knew this could adversely affect brand awareness for many communities… but who wants to be served advertisements about floor plans and amenities when they are in extreme despair? An executive from my company, Stephanie Williams said, “vulnerability is the only way to build trust.” We followed our gut and I’m on pins and needles each day. 

There are moments when I am able to push an initiative or campaign live that make me proud, and then the next day I can be completely frustrated by roadblocks. Especially when it feels like others do not understand the power of our social media channels. But I cannot lose hope that I can continue to make a difference in my role. I have done the work to uniquely understand our audiences. And today have a perspective that is immensely valuable especially during this time. 

My role requires heart and I am grateful to work for a company that leads from their own and in turn honors mine.