Concerning the Way in Which the Virality of All Social Media Stars Ought to be Measured

CURRENT RANK: LOWLY SERF

To the Magnificent Social Machiavellian:

CHAPTER 10 - CONCERNING THE WAY IN WHICH THE VIRALITY OF ALL SOCIAL MEDIA STARS OUGHT TO BE MEASURED

It is necessary to consider another point in examining the character of these social media stars: that is, whether an influencer has such power that, in case of need, they can support themselves with their own content or whether they always have need of the assistance of others. To be more specific, I consider those who are able to support themselves by their own resources as those who can, either by having plenty of followers or engagement, raise a sufficient level of interest to withstand any controversy that comes to attack them. I consider those always to have need of others as those who cannot show themselves against the cancel culture in the digital field, but are forced to defend themselves by sheltering behind privacy settings. The first case has been discussed, but we will speak of it again should it come up. In the second case one can say nothing except to encourage such influencers to provision and strengthen their profiles, and not on any account try to defend their brand. And whoever protects their online presence well, and has managed the other concerns of their followers in the way stated above, will never be cancelled without great caution. Users are not eager for actions where the difficulties can be clearly seen, and it will be seen to not be an easy thing to attack one who has their profile well protected, and who is not hated by their followers.

The social media stars of the internet are absolutely viral, they own little of the platform around them, and they yield obedience to the algorithm when it suits them. They do not fear this or any power they may have near them, because they are protected in such a way that every one thinks the overshadowing of them by direct competition would be drawn out and difficult. They have proper hashtags and challenges, they have sufficient large followings and they always keep enough memes in public store houses for one year's scrolling, liking, and sharing. And beyond this, to keep the people engaged and without loss to their brand, they always have the means of giving content to the community in those posts that are the life and strength of the account, and through the pursuit of which the followers are supported. They also value regular engagement, and moreover have many trends to support these activities.

Therefore, an influencer who has a well-fortified profile, and who has not made themselves reviled, will not be cancelled. If any one does attempt to cancel, they will only be repelled in failure. Because the affairs of social media are so changeable, it is almost impossible to keep a legion of followers engaged for a whole year without being interfered with. And whosoever should reply: "If the followers have engagement outside the profile, and see it wane, they will not remain loyal, and the long assault and self-interest will make them forget their influencer". To this I answer that a powerful and audacious influencer will overcome all such difficulties by giving at one time hope to their followers that the turmoil will not be for long, and at another time stoking fear of the cruelty of the rival. At the same time they should deal fittingly with those followers who seem to them to comment out too much.

Furthermore, the competition would naturally immediately on their arrival, post and promote their own content at the time when the followers' engagement is still high and ready for the new star. Therefore, so much the less should the influencer hesitate; because after a time, when engagement has cooled, the damage is already done, and there is no longer any remedy. Thus the followers are at that time much more ready to unite with their influencer, because they appear to owe them a favour now that their feeds have been spammed and their interactions ruined in their defense. This is because it is in the nature of users to be bound by the content they consume as much as by that which they create. Therefore, if everything is well considered, it will not be difficult for a wise influencer to keep the minds of their followers strong and loyal from first to last when they continue to support and defend them.

NICCOLÒ MACHIAVELLI II