Humans behind the handles: Protecting your nonprofit social team's mental health in turbulent times

We care about using digital for good - to connect people and tell powerful stories.

But working in digital spaces right now, as Marty McFly would say, is pretty heavy. As nonprofit communicators, we’re operating in a world that’s often divided, rife with misinformation, fast-moving, and full of noise.

The recent assassination of U.S. right-wing influencer Charlie Kirk is one of many reminders of how brutal the online space can be - and how much social media teams are exposed to it. In times like these, and with World Mental Health Day as a timely reminder, protecting the mental health of social teams isn't a nice-to-have. It's essential.

The role of a social media manager is one of the most rigorous, unforgiving, and demanding jobs in the communications and marketing sector. It takes a significant toll, with about two in five (41%) social marketers confessing their work negatively impacts their mental health. And in politically charged environments, that impact only deepens.

Social media teams scroll through an endless feed of hate, sadness, and misinformation - while trying to find hope and humanity in the middle of it all. They're often the ones processing tragedy in real time, while simultaneously crafting your organization's public response.

It's no wonder burnout is common. Social teams face constant stressors - misinformation, trolling, and the pressure to be "always on." Many are under-resourced and overworked, asked to do more with less. Feeling undervalued or underpaid only adds to the strain, and the lack of understanding about their role means they're often left explaining and defending their work instead of being supported in it.

When crises hit, social media managers' mental health can plummet - from an average of 6.3 to 4.5 out of 10. Constant exposure to negativity makes things worse, with those regularly dealing with hostile comments seeing another sharp drop. Over time, that kind of pressure fuels burnout and drives experienced people out of the industry altogether.

So, what can senior leaders do to help and protect their teams?

• Prioritize support and resources: Nearly half of social media managers feel they lack adequate support. If you can, grow your team or bring in external help when it's needed. Supervisors have a huge impact on mental health outcomes - even small changes can make a big difference.
• Include them in crisis planning: Don't make your social media team an afterthought. Bring them into crisis communications conversations early, so they can prepare and protect themselves, not just the brand and the organization.
• Set clear boundaries and expectations: Establish clear hours for expected responses to online posts, especially outside regular business hours, while acknowledging that this can be adjusted during a crisis. Provide clear guidelines and expectations for their roles.
• Value and compensate fairly: Feeling underpaid is one of the biggest drains on mental health. Advocate for fair pay, progression and recognition for your teams When people feel appreciated, they show up stronger.
• Promote understanding and check-ins: Leaders don't need to be social experts, but learning the basics helps. It builds empathy. Regular check-ins - not just during crises - create trust and space for honesty.
• Encourage breaks and outlets: Provide breaks and time off. Create a supportive environment where social teams can step back, vent, or "take out the digital trash." It's healthy and necessary

And for social media professionals themselves?

• Prioritize self-care: It's okay to step away when things feel too much. Take a break, breathe, go for a walk - and don't forget the basics like eating and resting.
• Establish digital boundaries: Set clear "dark hours" by turning off notifications at night, on weekends, and during time off. Move social apps out of sight - and when you're on holiday, truly disconnect.
• Advocate for your needs: Don't suffer in silence. Ask for fair pay, realistic workloads, and the resources you need. Use "yes, but" to set boundaries and manage expectations.
• Seek offline balance: Find hobbies that don't involve a screen, and spend time with friends without phones on the table.
• Find your people: You're not alone - connect with other social media managers who understand the highs and lows of the work.
• Keep perspective: You're more than your job. The mission matters, but your health matters more - and at the end of the day, it's PR, not ER.

For nonprofit digital work to make a real impact, the people behind it need to be well. When we prioritise the mental health of our social teams, we're not just protecting them - we're protecting the work itself.

Because when the humans behind the handles are cared for, the whole organization thrives.