Why Even Politicians Like Andy Burnham Are Now Treating Social Media as a Business Necessity

When I was a teenager, my ambitions revolved

When I was a teenager, my ambitions revolved around reporting from conflict zones or penning travelogues from distant lands. Social media never entered my mind as a career path. Yet, here I am, years later, advising seasoned journalists on the finer points of selfie lighting and crafting TikTok hooks that capture attention in the first three seconds.

Joining the Guardian's social platforms team felt like a departure from my original journalistic aspirations. But in today's job market, it's proving to be one of the more strategic decisions I've made. The demand for social media expertise has exploded, and not just among media companies or influencers.

Take Andy Burnham, the Mayor of Greater Manchester, as a case in point. He's not a celebrity or a digital native, but he's invested heavily in building a robust social media presence. Why? Because he understands that platforms like TikTok and Instagram are now essential for reaching constituents, shaping public opinion, and humanizing political figures. For him, it's not just about staying relevant; it's about effective governance in the digital age.

This trend extends far beyond politics. Brands, from

This trend extends far beyond politics. Brands, from luxury fashion houses to local bakeries, are hiring social media editors and strategists as key players in their growth plans. A viral post can boost sales, improve customer loyalty, or even save a company from a PR crisis. The business world has recognized that social media is not a vanity project but a critical component of any communication strategy.

My own journey mirrors this shift. What started as a detour from traditional journalism has become a gateway to a dynamic and economically vital field. The skills I've honed—understanding algorithms, empathizing with audiences, and telling stories in under a minute—are now some of the most sought-after in the industry.

So, while my 15-year-old self might be surprised, my current self sees the logic. In a world where attention is currency, mastering social media is no longer optional. It's a business imperative, and even the most traditional institutions are realizing that to thrive, they must speak the language of the feed.