I'm officially free of professional social media responsibilities from today, and let me tell you, I am incredibly glad and very grateful for the opportunity to take this sideways step in my career. I didn't come into my job with the intention of being The Social Media Guy, it just sort of fell to me. And before long, it was something that started to really get me down.
You see, being The Social Media Guy for a brand means that you have to face down the absolute worst end of humanity online day after day. You have to just sit back and take abuse from random strangers. You have to listen to fuckheads taking the piss out of things that you've worked hard on. You have to watch people spread lies. And in pretty much all of these cases, you have very little power to actually do anything about them. In the meantime, you're expected to put across the image of being relentlessly chipper, positive and call-to-action-y in an attempt to get a society full of people with an attention span of less than three seconds to give a shit about the thing you've worked hard on.
Honestly, it's a complete and total drag. When you're working at a job you actually like, on a product that you actually believe in and are proud to be associated with, the absolute last thing you want to see is a bunch of Facebook randos wilfully misunderstanding what it is you're doing, and being incredibly rude about it. I know that most of these people aren't posting the things they post out of an intention to make someone feel bad — most people see a brand account and think it's a "faceless" thing — but, as someone who has spent some time being the face behind that brand account, let me tell you: when you act like a cunt to the brand, someone has to read your bullshit just in case you might actually have a valid issue, and if you're being a cunt, you're probably making someone feel bad.
It's one of those things that you don't really notice at first. You can laugh it off as "oh, look at these silly Internet people". Over time, though, it really starts to get to you. The fact that you can't just respond to one of these people, go "look, shut the fuck up, no-one gives a shit about what you think, and there is an entire team of people behind me who have worked their arses off on this thing you're being dismissive about" is frustrating. Honestly, I would respect any brand account that fully took the gloves off and took an abusive commenter down a peg or two, but it's Not The Done Thing.
I'm glad to be out of it. It's not my problem any more. There are people who can do a much better job at it than me, and I am more than happy to let them take care of it while I get on with some of the things where my actual strengths lie. For now, that means continuing to write blog posts, videos and documentation, and stepping up the amount of playtesting and "tech" work that I get to do. I'm hoping I will learn something over the long term — and in the short term, it feels like I have even greater involvement in working on things that actually mean something to me, and that I feel have value.
I hope I never have to look back. I have been looking forward to the day I never have to look at Twitter and Facebook ever again for a long time, and now it's pretty much here — barring any occasions when I need to cover someone who's off, because unfortunately I'm the one who is most qualified (or I should perhaps say experienced) for that cover. But I'll take it for now. This is a positive step, and one that I'm happy about.
Just remember to be kind to the people posting stuff from a brand that you have an interest in. Someone has to read that vitriol you post, and I can guarantee they have a million and one ways they'd rather spend their day.
Want to read my thoughts on various video games, visual novels and other popular culture things? Stop by MoeGamer.net, my site for all things fun where I am generally a lot more cheerful. And if you fancy watching some vids on classic games, drop by my YouTube channel.
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