AS YOU ‘LIKE’ IT
What does influence really mean? Shouldn’t it be a synonym for impact? The reason why I ask the second question is because I believe influence signifies indelible, deep change. It’s never going to be the same, that kind of change. In which case, does influence, when used in the context of social media, really mean that?
I know I am getting into quicksand here, where I might get ‘trolled’ for judging but I feel like living dangerously. So stay with me.
At the onset, let me say, I have nothing against social media. There is no denying that it is a very valid platform that facilitates communication like never before. But in my old-school perception, social media offers instant gratification, not meaningful nourishment.
Now I know many will call it a baseless allegation but in my defense I’d like to say it is not social media’s fault, for it is merely a tool that facilitates; the fault lies with this growing tribe of so-called ‘influencers’.
While my intention is not to discredit an entire profession, I’d like to voice my concern about those who are in it purely for economic gains.
When presenting information becomes a business in some hands, then it is no longer pure, unadorned truth, but a prettylooking perspective that is traded by those who gain from it. Its credibility is well and truly compromised. These so-called influencers might be gaining monetarily by supporting brands on their various social media platforms. But in the long run they are committing professional suicide. By becoming mouth-pieces for businesses that have deep pockets, these influencers
When presenting information becomes a business, then it is no longer pure, unadorned truth, but a perspective
are committing to an incestuous relationship which is fidel to money alone.
But that is not my only grouse. I also object to the fact that influencers, especially those who have made it to the top of the heap, are no longer people, but wealthy brands, projecting their successes as achievements, becoming role models in the process.
So to all those who are aspiring to be social media influencers after reading the feature on page 22, I would quote Dan Clarke from the article: ‘It pays to be selective and not ‘sell out’.