When Great Content Just Happens (But Really Doesn't)

Leading a social media team means your eyes are always open. You're looking for those moments that make people stop scrolling and actually feel something.

The One That Started It All

I was doing my usual check of our employee intranet when I saw it—this photo that made my heart skip. A mama nurse and her daughter, same pose, same proud smile, twenty years apart. The daughter had just become a nurse too.

[Photo: Mother-daughter nurses, 20 years apart]

What we did: Got everyone's blessing to share it, wrote something simple but true, and put it out there during Nurses Week and Mother's Day.

What happened: Biggest engagement in company history. Period.

Sometimes the best content isn't planned in a conference room—it's living right there in your own backyard.

How We Do It

Keep your ears open. The best stories are already happening.

Move fast but do it right. Get permissions, respect people's privacy, but don't let a good moment slip by.

Trust your gut. If something makes you feel something, chances are it'll make others feel something too.

Let the content speak. Don't overcomplicate what's already beautiful.

Sometimes leading a team means knowing when to get out of the way and let the magic happen.