Social media: even journalists are terrible influencers

It sounds like a paradox, but many Bloomberg journalists found using social media for work harder than expected. It's not about a lack of skill, but an issue of authenticity that leaves them struggling.

Many feel uncomfortable posting personal content. The pressure to maintain a professional image clashes with the often-superficial nature of these platforms. It's like asking a university professor to do TikTok dances, don't you think?

The initiative to push journalists to be more active came directly from Bloomberg. They wanted their reporters to build a following, but the experiment showed mixed results, with many finding it a thankless task. Bloomberg reporters participated in an internal initiative designed to increase their social media presence.

The truth is, social media has become a stage. They are no longer places for simple exchanges, but showcases where everyone tries to look their best. This creates a barrier for those seeking genuine communication, even for professionals.

Journalists are used to informing, not entertaining with their private lives. Algorithms reward engagement, pushing towards more sensational or personal content. This dynamic goes against their professional ethics, and sometimes their common sense.

So, yes, partly it's the platforms' fault for accustoming us to "showcase" communication. But partly it's also our fault for falling for it, mistaking followers for real influence. Many interviewed journalists expressed discomfort with having to "perform" on social media rather than simply inform.