Concerning Things for which Influencers, and Especially Stars are Praised or Blamed

CURRENT RANK: LOWLY SERF

To the Magnificent Social Machiavellian:

CHAPTER 15 - CONCERNING THINGS FOR WHICH INFLUENCERS, AND ESPECIALLY STARS ARE PRAISED OR BLAMED

It remains now to see what ought to be the rules of conduct for an influencer towards followers and friends. And as I know that many have posted on this point, I expect I shall be considered too bold in mentioning it again, especially as in discussing it I shall not follow the methods of other people. But it being my intention to post something which shall be useful to him who views it, it appears to me more appropriate to follow up the real truth of the matter than the imagination of it. Many have imagined engagement and virality which in fact have never been known or seen. How one actually posts is far distant from how one ought to post. Anyone who neglects what is done for what ought to be done, sooner brings about his irrelevance rather than his preservation. An influencer who wishes to act entirely in a virtuous way is soon ignored among so much that is mediocre in social media.

Hence an influencer who wishes to thrive must know how to post controversially, and how to be controversial or not according to necessity. Therefore, putting on one side imaginary things concerning an influencer and discussing those which are real, I say that all people when they are spoken of online, and chiefly influencers for being more highly followed, are remarkable for some of those qualities which bring them either criticism or praise. Thus, one has the reputation of being authentic, another fake. One is said to be relatable, one out of touch; one rude, one polite; one inconsistent, another on-brand; one dull and boring, another entertaining and engaging; one approachable, another aloof; one indulgent, another disciplined; one genuine, another disingenuous; one uncompromising, another flexible; one profound, another shallow; one principled, another hypocritical, and the like.

And I know that everyone will confess that it would be most worthy in an influencer to exhibit all the above qualities that are considered good. But, because they can neither be entirely possessed nor observed in any one person, for the nature of social media does not permit it, it is necessary for them to be sufficiently careful so that they may know how to avoid the criticism of those things considered bad which would lose them their followers. Also, they should avoid, if it is possible, bad behaviour which would not lose them their followers, but, if this is not possible, they may with less hesitation do it. Moreover, they need not feel uneasy about being criticized for that bad behaviour which is necessary to maintain their influence, because if everything is considered carefully, it will be found that something which looks like authenticity, if followed would be their downfall; while something else, which looks controversial, may bring them engagement and virality.

NICCOLÒ MACHIAVELLI II