It starts with a late-night screenshot from an executive who just saw a neighboring city’s video go viral on a platform that launched six days ago, followed at 8:00 AM by an urgent email demanding an account set up by Friday.
The rush to be everywhere is the single greatest drain on government communication resources today. Every new shiny object feels like a mandatory public square to leadership. But for those of us in the trenches, every new channel is a perpetual daily commitment that demands strategy, content, moderation, and legal risk management.
Here is how you evaluate the noise, push back constructively, and protect your sanity when a platform becomes your problem overnight.<