We’re tired. We’ve been tired. But now companies need to listen and adapt. Heed the suggestions of my fellow Adweek writers and conduct regular check-ins with your team and assess team morale. Reevaluate the job descriptions for your social media positions and consider whether any of those responsibilities could be outsourced. Consider the implications and stress you may be unintentionally (or intentionally) placing on your employees. It’s social media, not saving lives.

While immediacy and timeliness are often key to positive social performance, humanity should come before everything else. If your brand can’t show up on social quickly without compromising the mental health of your employees, you’re doing it wrong.

If nothing changes, nothing changes. Stay the same destructive course and risk being outed as the next infamous brand exploiting social media professionals.