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Understand that we will never get back to normal: While it is comfortable to want to seek the status quo, “normal” in times of a crisis is constantly changing. Leaders need to move on to seek better ways of doing things, letting these new ways become the new normal. Take care of one another: Listening reduces anxiety. Provide regular updates on what is happening across the organization and expand inclusivity. React…pause…respond: The right response will be made once information gathering, integrity, an open heart, and seeking to understand have been considered. Talk—even when you don’t believe there is much to say: Overcommunication is essential during turbulent times. Consistent and continuous messaging prevents rumors from spreading and demonstrates the leaders’ approachability and transparency. Be visible—now is not the time to play hide-and-seek: People become fearful when the leader goes into hiding. As a leader, be present, inform comfort, and provide strength for others. Maintain integrity and high value morals: Current circumstances should not influence or distort your definition of integrity and other core values. Optimize costs, with retention in mind: Make cost optimization decisions keeping employee retention in mind. This allows leaders to assess risk and make more informed decisions. Be a brand ambassador: The organization needs people who are brand ambassadors. As brand ambassadors, you are responsible for representing the organization both internally and externally in a positive manner. This means you must refrain from making statements that might cause further turbulence. Assess and rebuild trust: Rebuilding an injured organization requires making difficult decisions that not everyone will understand. For this reason, you and other leaders must continuously asses and rebuild trust. Remember, leaders are human, too: Though there will be difficult times during a crisis, as leader, it is important to remain composed. Think like a child: Try to live “in the moment,” not allowing business to consume every moment. Work/life balance can exist, even in a crisis. Take care of your emotional, physical, and spiritual well-being: Don’t put any aspect of your well-being on hold. While change and uncertainty at work are draining, you cannot allow them to take over your life.

Microblogging then allows us to not only enrich our most intimate social connections but also the less-intimate “weak ties”–the guy you met at a conference, the group of Australians you met at a hostel last summer in Europe, the girl who sat next to you in high school English–those people who, until the advent of microblogging, most of us would have lost touch with. It is this extended, “meaningful” socialization with many people, made possible for the first time by Facebook’s inclusion of its Newsfeed feature into the interface, that catapulted the platform from online social activity website popular amongst students and backpackers into its current incarnation, “de facto public commons”.