The PR Whisperer

Author, Crisis Communications Expert, Strategic Communications Advisor

Tag: credibility

Having A Large Platform Doesn’t Always Confer Credibility or Character

A large platform means a person is highly visible, not necessarily credible.

By Jennifer R. Farmer

There is something about our culture that idolizes people with power and money. Sometimes, when we see wealthy or powerful people, we confer upon them qualities that they haven’t earned and do not deserve. And sometimes when we see people with large online followings, we may make assumptions that are far from the truth.

We may think that such people are somehow smarter or better than us. But each of us has inherent worth. We may have fewer resources and followers, but we are still worthy. Keep these three things in mind:

1. I remind myself often that power and wealth doesn’t make people error-proof or the authority on all things. We do not need to be obsessed with the lives of celebrities and influencers simply because they have more money than us, or because they have more power.

2. Additionally, it is easy to project on celebrities and people of means our own hopes and dreams. We look at our lives, which seem so complicated, and long for escape. We create fictional ideas of who people are and those ideas suite our own interests. But I wonder if we could acknowledge that just because a person is thriving in one area, doesn’t mean they are thriving in other areas. And just because a person has a big bank account doesn’t mean they are worthy of being listened to in all situations and on all topics.

3. We have a small window into the lives of others. We see what they want us to see. We have no clue whether the image they project is accurate. We see their representatives but that doesn’t mean we know the real person.

We should do our homework prior to entering business relationships. We cannot be so eager that we dispense with due diligence. It doesn’t matter how large a person’s platform is – platform isn’t indicative of character. Next, celebrities are not above reproach. They make mistakes like everyone else, and they are subject to fail. They are navigating major life issues like the rest of us. Just because a person looks good on the red carpet doesn’t mean they are someone we should enter relationship with.

Finally, we must remember that a platform does not confer trust in all situations. A large platform means a person is highly visible, not necessarily credible. It doesn’t mean that a person is an authority on all topics. It doesn’t mean they operate ethically. It means that they have ample opportunity to get in front of large audiences.

Some of the most beautiful people I’ve met are ordinary, salt of the earth people – they may have just a handful of followers if they are on social media at all. And that’s okay. The thing to remember is that having a large platform doesn’t always equate to credibility or character.

 

Take Your Time: Why Cutting Corners to Grow Followers Online Isn’t Worth It

Success doesn’t always happen overnight; and even if it did, we all need time to develop the character and capacity to maintain it.

 

I recently learned of a plastic surgeon, Dr. Katherine Roxanne Grawe, who allegedly filmed and live broadcasted some medical procedures on TikTok. The State Medical Board of Ohio voted unanimously on July 12, 2023, to permanently revoke her medical license. My thoughts are with her patients, and Dr. Grawe herself because no one goes to medical school, or nursing school for that matter, with the intention of being barred from practicing one day.

And even as I acknowledge this unfortunate situation, I recognize that this experience is a teachable moment for the rest of us. There is tremendous pressure to grow one’s social media following. Growing your platform can increase investments in your organization or company, boost book sales, and increase our online reach. Having a lot of followers on social media can be conflated with credibility in the eyes of new followers, customers, or clients, though I caution us to really examine whether this is the case. Having a large platform is nice, but the real focus should be on developing a strong brand and reputation.

It is obvious that not everything is meant for social media. When one works in the medical or legal professions, or when one is bound by privacy concerns, sharing too much online can be distasteful, unethical, and dangerous. And yet, people do it to gain followers and influence. I’ve also seen leaders be intentionally controversial as a strategy to stand out or even go viral.

While being controversial may temporarily help a person gain followers, there are ways to increase your online reach and presence without compromising your future self. Being consistent, posting regularly, giving your audience something that meets a defined or undefined need are all excellent ways to grow your online audience or strengthen your brand.

The most important takeaway however is that growing your platform takes time. Be wary of people who cut corners or promise to take you from 0 to 100 overnight. Success doesn’t always happen overnight; and even if it did, we all need time to develop the character and capacity to maintain it.

I like to remind myself that I am in a competition with only myself. The same is true for you. This is your race to run, and your brand to carefully manage. Be diligent and patient. You do not need to turn to gimmicks or questionable tactics to grow your platform. Focus on building a strong brand, one day and one post at a time.