For media workers, being active on Twitter is part of the job, and in some cases, how to get the job in the first place. But trying to distinguish where the work self ends—and the 'personal' self begins—can be tricky.
. For media workers, especially those at the start of their careers, it quite literally pays to be visible and visiblyon Twitter, and posting about your dog alongside analyses of the supply chain, or perhaps a buzzy TV show, is a reliable way to achieve likability, whether you’re conscious of it or not. When I was in journalism school, I had a professor who dedicated a specific day in class to teach us how to use Twitter.
When journalists say someone’s “very good at Twitter,” we’re talking about the way that person strikes that mystical perfect balance between the personal and the professional self online. It isn’t a coincidence that it’s usually those Twitter superstars who tend to be gainfully employed at national titles; it also isn’t a coincidence that those who’ve achieved fame are the ones who can opt out of Twitter entirely. They don’t need it anymore .
The problem, of course, is that for everyone else, finding and maintaining that balance is a fool’s errand. Keep things too by the book, and lose out on the relatability payoff. Get too big—embody too much of your “personal” self versus—and you find yourself beached by the friendly neighborhood algorithm at a precipitous height, subject to a deluge of envy, mockery, or harassment .
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