Mark Zuckerberg doesn’t use Facebook like you or me. The 33-year-old chief executive has a team of 12 moderators dedicated to deleting comments and spam from his page, according to Bloomberg. He has a “handful” of employees who help him write his posts and speeches and a number of professional photographers who take perfectly stage-managed pictures of him meeting veterans in Kentucky, small-business owners in Missouri or cheesesteak vendors in Philadelphia.
Facebook’s locked-down nature means mere mortals can’t see the private posts on Zuckerberg’s timeline, but it is hard to imagine him getting into arguments about a racist relative’s post of an anti-immigration meme. And it is not just Zuckerberg. None of the company’s key executives has a “normal” Facebook presence. You can’t add them as friends, they rarely post publicly and they keep private some information that the platform suggests be made public by default, such as the number of friends they have.
Over at Twitter, the story is the same. Of the company’s nine most senior executives, only four tweet more than once a day on average. Ned Segal, its chief financial officer, has been on the site for more than six years and has sent fewer than two tweets a month. Co-founder Jack Dorsey, a relatively prolific tweeter, has sent about 23,000 since the site was launched, but that is a lot less than even halfway engaged users have sent over the same period. Dorsey rarely replies to strangers and avoids discussions or arguments on the site. He doesn’t live-tweet TV shows or sporting fixtures. In fact, he doesn’t really “use” Twitter; he just posts on it occasionally.