So­cial Climb­ing

Prestige (Singapore) - - EDITOR’S LETTER - @thi­sis­lau­rentan EDI­TOR | @pres­tigesg

Dear @in­sta­gram, Even though as a fan I’m a touch con­flicted, I still want to say thanks; thanks for chang­ing my life. Now, where shall I be­gin?

First of all, even though Mum taught me to send only hand­writ­ten thank-you mes­sages for any gifts/ bless­ings re­ceived, I typed this one out with my thumbs. That’s how much my life has changed, thanks to you, your par­ent Face­book and pretty much ev­ery app-maker out there.

You are fre­quently my first source of news in the morn­ing and the friend I check in on be­fore bed. It wasn’t too long ago that Chan­nel Newsasia had your hon­our. Most days, Lance Alexan­der has to wait un­til I know at which LA spot @hun­ dined at last evening be­fore I hit the re­mote. I don’t even know the hun­gry doc’s name. But he did show me — in one of his posts — that three bot­tles of Bur­gundy fit com­fort­ably into a Birkin (with its flap folded in). I’m also fairly cer­tain he takes his pics on a Le­ica. But I need to fig­ure out which model be­fore I hit the store.

That’s the in­flu­ence you wield. Hermès must love you.

Thanks to you I can’t even be­gin to es­ti­mate how many times I’ve sat at a con­fer­ence ta­ble where terms like “so­cial in­flu­encer”, “key opin­ion lead­ers”, “likes”, “views”, “how many fol­low­ers?” and “yes, but what does that per­son do?” dom­i­nated con­ver­sa­tions. Thanks to you, I deep­ened my frown lines when pic­tures of a vis­it­ing @garypep­per­girl wear­ing the same blue Dolce&gabbana dress we had just put one of our cover girls in flooded my feed some months ago. That’s 1.6 mil­lion of her fol­low­ers and un­told thou­sands more who’d seen that dress first.

But, re­ally, what you’re do­ing is keep­ing us print me­dia ag­ile — even as we sift through the count­less pale im­i­ta­tions of the EJ John­sons and Mar­garet Zhangs of the world. And boy, are there many.

Whereas our an­nual Septem­ber an­niver­sary ball is tra­di­tion­ally cov­ered in Novem­ber, now you see it play out live on so­cial me­dia. Thank you for giv­ing us a plat­form to con­nect with a wider au­di­ence. I can’t be­gin to tell you how chuœed I was when a clip from the evening dou­bled our last view­er­ship high (which, I re­alise, isn’t re­motely in the same realm as the fi ve mil­lion views you re­ceived for your last Boomerang post — but just you wait ).

I heard you’re cel­e­brat­ing your sixth birth­day this month. Con­grats. Share some pic­tures, will ya? Your fol­lower,

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