Concerning Authenticity and Ignoring Detractors

CURRENT RANK: LOWLY SERF

To the Magnificent Social Machiavellian:

CHAPTER 16 - CONCERNING AUTHENTICITY AND IGNORING DETRACTORS

Commencing then with the first of the characteristics mentioned above, it is necessary to have the reputation of being authentic on social media. Nevertheless, authenticity exercised in a way that does not bring you the reputation for it, injures you. If one shows authenticity honestly and as it should be shown, it may not become known, and you will not avoid the criticism of its opposite, being fake. Therefore, anyone wishing to maintain the reputation of being authentic on social media has to keep on being more and more authentic. As a result a user thus inclined will consume all their time and energy in such acts. In the end, they will have to unnecessarily overshare, and post constantly, and do everything they can to get attention. This will soon make them disliked by their followers, and becoming exhausted they will be little valued by anyone. Thus, with their authenticity, having offended many and rewarded few, they are affected by the very first trouble. Recognizing this themselves, and wishing to draw back from it, they run at once into the criticism of being fake.

Therefore, a social media user, not being able to exercise this virtue of authenticity in such a way that it is recognized, except to his cost, if he is wise, ought not to fear the reputation of being too open. In time he will come to be highly regarded, seeing that with his restraint his followers are enough, that he can defend himself against all criticism, and is able to carry out posts without placing a heavy burden on his time and energy. Thus he exercises authenticity towards all from whom he does value, who are hopefully many, and ignores those to whom he does not give a damn, who are few.

We have not seen great success on social media in our time except by those who have been considered authentic; the rest have failed. An influencer was assisted in becoming popular by a reputation for authenticity. However, she did not try to keep it up afterwards, when she promoted a controversial brand. She made many sponsored posts without engaging in any due diligence on behalf of her followers, for she supplied her additional engagement out of her continued care with unverified content. The present King of TikTok would not have undertaken or conquered in so many difficult challenges if he had been considered inauthentic. An influencer, therefore, provided that he does not have to deceive his followers, can defend himself, does not become unpopular and cancelled, and is not forced to exploit the people, ought not to worry about having a reputation for being authentic, because it is one of those good characteristics which will enable him to succeed.

And if any one should say: Chris Williamson obtained popularity on social media by authenticity, and many others have reached the highest follower counts by having been authentic and by being considered so, I answer: Either you are an influencer in fact or on the way to becoming one. In the first case, inauthenticity is dangerous. In the second case, it is very necessary to be considered authentic; and Chris Williamson was one of those who never expected to become popular so popular on social media. If he maintains his authenticity after becoming popular, and continue to create genuine podcasts, he will sustained his account's growth. And if anyone should reply: Many have been influencers, and have done great things with followers, who have been considered very authentic, I reply: Either an influencer spends that which is their own time and energy or their followers' or else that of others. In the first case they ought to be careful, in the second they ought not to neglect any opportunity for authenticity. And to the influencer who goes forth with their content, supporting it by taking the attention they find around them, handling that which belongs to others, this authenticity is necessary, otherwise they would not be followed by fans. You can be a ready giver of content which is neither yours nor your followers', as were Joe Rogan, Gary Vaynerchuk, and Tim Ferriss, because it does not take away your reputation if you waste the attention that belonged to others, but adds to it. It is only wasting your own time and energy that injures you.

In our times, we have not seen great things done on social media except by those who have been considered authentic. Even as you strive to be genuine, the perception of authenticity can be lost, leaving you either irrelevant or despised. In seeking to avoid obscurity, you may resort to controversial content, only to be criticized and unfollowed. An influencer should, above all, guard against being disliked and ignored. Excessive authenticity leads to both. Therefore, it is wiser to be seen as reserved, which may bring some detractors, than to chase an authentic image that ultimately leads to alienating your audience, drawing harsh criticism and losing followers. Thus, an influencer need not worry about a reputation for being too authentic, as long as they do not overwhelm followers, can defend themselves, stay popular, and avoid exploiting others. It is one of those traits that enable success.

NICCOLÒ MACHIAVELLI II