Finding authenticity within the algorithm

How can young reporters build a personal brand within the disruptive noise of social media?

“When I talk about journalism, I liken it to an earthquake. … The shaking has not stopped. We are actually still in the middle of the earthquake happening,” former CNN anchor Alisyn Camerota told the Poynter Institute recently.

The ever-shifting age of social media has sent seismic shifts into the bedrock of journalism, and traditional outlets and reporters are scrambling to find stability within the noise. So too are consumers.

Achieving authenticity online

Camerota’s quote comes in the context of a Poynter piece for young journalists about building a brand on social media. In the age of the influencer, coming across as authentic as an aspiring journalist is becoming increasingly important. It can sometimes feel hard to keep up.

This new need marks a shift in audience attitudes towards the content and news that they consume. In algorithms where grabbing attention is paramount, active audiences crave the “authenticity” of their favorite influencers, even from journalists. The normalcy of parasocial relationships has made it more difficult for journalists to keep their process private while still growing their audience across platforms.

Sharing behind-the-scenes, human peeks at the reporting process is one way of responding to the creator economy. It can also help reporters regain credibility in the context of “fake news” content creators. It builds trust into the personal brand of a journalist.

How a tweet can create trust

Professor and journalist Anthony Adornato gives a few real life examples of this in his book, Mobile and Social Media Journalism. One is a 2016 tweet from New York Times investigative reporter David Fahrenthold, from a time before “branding” was such a buzzword.

“I’ve now called 313 charities in my search for proof @realDonaldTrump gives his own money away. Not much luck lately,” Fahrenthold posted, alongside a picture of his pencilled-in reporter’s notebook.

In the rapid-fire world of social media where context often collapses and misinformation rises to the top, it’s refreshing to see proof of research– even in the dead-end moments. Farenhold wasn’t strategically “building a brand”, but simply being himself.

“The hope is that through authentic engagement the active audience recognizes the value of journalists, and that keeps them coming back for more— no matter the platform,” Adornato wrote.

Branding as a tool

While branding can feel performative or even antithetical for journalists who are used to putting the story first, Fahrenthold’s old post and Adornato’s words can offer some solace. Or at least an honest prediction of where we’re headed.

Building a brand is not a test for young journalists, but a tool for authentically reaching audiences on the platforms they’re turning to.

“At some point, the rattling and shaking will stop, and we’ll come out and assess the damage and see what is still standing, and then we’ll have to rebuild,” Camerota told Poynter, “But I don’t see journalism going away. I see the delivery systems changing.”

While the ground is still shifting, building a brand on social media may be the solid foundation young journalists are searching for.