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@aral The thing is, we've let corporate social media conflate "communication" & "broadcasting" as if they're the same thing, which is also why TikTok is referred to as social media, even though it absolutely isn't. This has turned social presence (often including IRL!) into a personal branding exercise & a lot of people aren't even aware of it - all they have is confused, unrealistic & mostly undesirable expectations, foisted upon them by someone else entirely against their interests...