When I used to work in media, almost two decades back, things were different. In absence of social media then, media was controlled by few media giants and it was an achievement to be featured in the newspaper/magazine or any electronic media channel.
Today, with the advent of social media the things have changed. The brands have been empowered now. They have got the power to communicate directly with their stake holders the way they wish. Proper usage of social media influencers have added to their power to communicate further. Here, I see a strong parallel with the conventional media. Media houses like The Times of India, Indian Express etc., built their credibility over the years with honest reporting and fearless editorials. If they write something about a brand, it added to the brand’s credibility and image. Though there is a shift in their editorial strategy now, but their hardwork of past years has still helped them retain their image.
Today, the social media influencers carry similar weight like the conventional media houses of the past, but they still need to create their own credibility first. Just because an individual has millions of followers doesn’t make him an influencer. His social media image should be insync with his actual on-ground image to make him credible. Borrowed knowledge and lifted ideas doesn’t work and there is a risk of getting caught doing this, which can dent the image of the influencer beyond repair.
Social media influencer is a responsible job. And hence the one who wishes to be an influencer should indulge in the space where he has enough knowledge and ideas that can inspire and influence those who look upto him. And for that he should keep himself updated and read more about activities happening in his domain of expertise. He should avoid space where his knowlege is limited and he is tempted to borrow ideas. You can’t be an expert in everything and that holds true for a social media influencer as well!
