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This chapter argues that despite the horizontal and self-organizing character of cocreation processes, leadership is essential for initiating and facilitating collaboration and securing the production of effective SDG solutions. Leadership is defined as a two-way street between leaders who guide their followers and enable them to reach their goals and followers who provide valuable input to leaders in a bottom-up process. Five crucial leadership functions are identified and the role of power in leadership is discussed. The chapter also considers the particular strategies for leading cocreation networks and partnerships and the skills and competencies necessary for pursuing these strategies. Finally, the chapter describes the importance of building leadership capacity through the recruitment of leadership teams.

The chapter addresses the question of how crisis and emergency communicators in the justice (police) and health sector in Norway reflect on their use – or lack of use – of social media during the terror crisis on 22 July 2011. We examine how these communicators in the years following the crisis have developed their use of social media to optimise their and the public’s awareness of similar crises. Our semi-structured interviews with key emergency managers and responders display how the terrorist-induced crisis in 2011 was a wake-up call for communicators in the police and the health sector. They reflect on the significance, strengths and weaknesses of social media in the management of crises such as this one.