‘Business critical’: why even Andy Burnham is taking his social media game seriously

The Guardian’s deputy editor of social platforms on why high-profile people and brands are deploying the power of TikTok to woo new followers

I didn’t want to work in social media. If you’d asked 15-year-old me my dream job, I might have said foreign correspondent, or maybe travel writer. So you can imagine my surprise to now find myself giving these very colleagues advice on how to get the best selfie angle or write the sharpest TikTok ‘hook’.

But taking a job as the Guardian’s deputy editor of social platforms, may prove to be one of my smartest career moves if the current job market is to be believed.