International attention was focused on at least one social network this week — Elon Musk decided to buy Twitter, and the day before that he caused mass outrage among Ukrainians with his anti-Ukrainian tweets. What is the real reason or purpose of these statements, we can only guess for now.

Iryna Metnyova

founder of Vandog Agency and Laborantki

1. Does your online persona differ from your real-life self? If so, what aspects do you allow or disallow in the virtual world?

I believe that constructing a false image that diverges from one’s true self is impractical, as differences will eventually become noticeable even to a wide audience. Maintaining a fabricated persona that significantly deviates from reality is challenging. Personally, my online persona aligns with my real-life self—I simply focus on certain topics while keeping some aspects private. I engage in discussions on professional, social, and lifestyle topics. Additionally, with the onset of widespread conflict, I extensively discuss war from various perspectives.

I prefer not to delve into my private life. I consider it too valuable and delicate to expose to the public eye. While highlighting significant events is acceptable, discussing private matters daily seems odd to me and somewhat akin to exhibitionism. However, I recognize that there are diverse opinions on this matter. Many people I respect believe that sharing one’s private life publicly and discussing very personal matters in comments with a spouse or partner is acceptable.

2. When meeting someone new, do you typically add them on social media (which one?) or do you prefer to simply exchange phone numbers?

Usually, when meeting someone in real life, I hesitate to add them on social media immediately. However, it’s important to distinguish between social media platforms. For instance, LinkedIn is designed for business networking and professional discussions. I recently began using it and see its significant potential for professional purposes.

“My Facebook page is much more developed. Nearly half of my clients and agency clients come to me through social media.”

My Facebook page is much more developed. Nearly half of my clients and agency clients come to me through social media. As for Instagram, I have a complicated relationship with it—I don’t derive much satisfaction from curating posed photos, editing them to maintain an “Instagram-worthy” aesthetic. If I have a cool photo on my phone, I’ll share it; if not, I won’t. I don’t post on Twitter, but I do read others’ posts. I can’t say I enjoy this format, but I use it for general awareness.

3. Could you completely disappear from social media now? What’s harder for you—not reading others’ posts or not posting your own?

I once concluded that excessive social media activity serves to compensate for certain emotional needs, such as recognition, love, or sexual attractiveness. There are various perspectives on this issue. Excessive energy also prompts a desire to share it. However, when I honestly answered why I share on social media, why I’m active there, I understood what I lack. When I have everything I need, I don’t feel a strong urge to be on social media, to write or receive comments, positive feedback, likes, etc.

4. What is your favorite social media platform and why?

I can’t say it’s my favorite, but the one I find most understandable is Facebook. I’ve been using it for over 10 years, and I have a certain audience with whom I have established feedback. I know which topics resonate more with the audience, how to garner maximum attention, and what business tasks I can accomplish through this platform, so I’m most active there.

5. What do you think about Elon Musk’s decision to buy Twitter?

Recently, I watched the series “WeCrashed,” which talks about an entrepreneur who created a global coworking network, a model that is heavily replicated even in Ukraine. When I watched this series, I was amazed at how thoroughly everything was copied here—from slogans to certain messages, disclaimers, approaches, narratives, tone of voice. But I want to talk about how charismatic individuals, who boldly use their adventurous spirit, can initially make a strong impression, but often, there’s nothing substantial behind it.

“He [Musk] disregards the opinions of people, those who work in the company, the opinions of social media users.”

I think Elon Musk, whom I don’t consider a lightweight but a talented and professional individual, could outsmart himself, and this applies to the situation with Twitter. Firstly, it’s very inappropriate, unethical, and unprofessional to make a decision, publicly announce it, publicly pledge to buy, then realize that the company you’re buying doesn’t serve your own interests and back out of it. The move to change your mind publicly shows that he disregards the opinions of people, those who work in the company, the opinions of social media users. He’s a person who plays by his own rules, and he doesn’t care where his interests end and the interests of other people begin. These are special kinds of people. They exist, and I don’t judge them. Would I like to deal with them? Sometimes I have to, but afterward, I usually don’t feel very good about myself. Serving the interests of such individuals is the last thing I want to do.

Serhiy Bidenko

reputational and anti-crisis advisor Bayka.Agency

1. Does your online persona differ from your real-life self? If so, what aspects do you allow or disallow in the virtual world?

In life, I experience far more events and impressions than I share on social media. I believe each of us is somewhat different on social media than in real life. Therefore, personal encounters are more valuable to me. I enjoy keeping up with people’s successes and sharing my own. However, I find public psychological reflections somewhat challenging to perceive.

2. When meeting someone new, do you typically add them on social media (which one?) or do you prefer to simply exchange phone numbers?

For me, it’s better to establish contact on social media rather than exchange business cards. However, I also save phone numbers. I connect with foreigners through LinkedIn and with Ukrainians through Facebook, but I am present on both for general awareness.

3. Could you completely disappear from social media now? What’s harder for you—not reading others’ posts or not posting your own?

Social media serves as both a news source and a tool for presenting oneself as a person and a professional. So I don’t plan to give up social media yet. However, improving my presence on them is important to me.

4. What is your favorite social media platform and why?

I read Ukrainian news on Facebook and international news on LinkedIn. Currently, I’m focusing more on LinkedIn since February 25, managing a LinkedIn page with news for an English-speaking audience—Ukraine – Actual news, with over 1 million total engagements.

5. What do you think about Elon Musk’s decision to buy Twitter?

He always has ambitious projects. I’m sure he needs this social media platform for something significant. And we should study more actively how Twitter can be interesting and useful now.

Oleksandr Burynska

Managing Director Pleon Talan

1. Does your online persona differ from your real-life self? If so, what aspects do you allow or disallow in the virtual world?

I believe ever since my time at Cosmopolitan, where I was the editor-in-chief, I’ve been promoting the “fun fearless female” approach. It means not being afraid to be yourself, speaking the truth, and not trying to be something you’re not. I’ve used social media for travels, reflections, achievements, and interesting thoughts. However, I preferred to discuss personal life and politics face to face. But the war changed the latter, and now it’s important to act and speak out about your position.

2. When meeting someone new, do you typically add them on social media (which one?) or do you prefer to simply exchange phone numbers?

I would exchange both social media profiles and phone numbers. Continuing communication is usually more productive when you have an idea of who you’re dealing with. Besides, networking becomes more genuine and effective when you organically fit into someone’s information field: you can support them with likes, participate in comments, share posts with your audience, and so on.

3. Could you completely disappear from social media now? What’s harder for you—not reading others’ posts or not posting your own?

Not posting my own content is much easier. For me, it’s even a trend this year 🙂 But not reading others’ posts is harder. It’s crucial for me right now to observe “my” people. And it doesn’t matter—whether it’s parties or reposts for donations—the main thing is that these people are alive. Especially when we’ve all been scattered around the world.

4. What is your favorite social media platform and why?

It seems to me that each social media platform serves its functions. I observe my parents’ friends and school teachers on Facebook, tag my friends on Instagram, colleagues on LinkedIn, get entertained by TikTok, and scroll through Telegram channels for news. Currently, I spend the most time on TikTok. And although I haven’t made any videos there, I follow all the trends.

5. What do you think about Elon Musk’s decision to buy Twitter?

Media (and social media is also media) is powerful. So I understand his business decision. But the question of why is interesting. How much does influence on people cost? It’s like a knife—it’s neutral by itself. But in the hands of a chef, it’s useful, and in the hands of a madman, it’s a weapon. Twitter is just a platform. Let’s see.

Yaroslav Vedmid

CEO Postmen

1. Does your online persona differ from your real-life self? If so, what aspects do you allow or disallow in the virtual world?

I don’t consider myself as having an online persona. Once, I viewed social media as my personal diary—I perceived the purpose of social media this way back in the early 2000s when I used LiveJournal. But after Facebook deleted my profile twice, I stopped taking this social media platform seriously. I continue to share important thoughts, announcements, and sometimes sports and professional achievements. My Facebook definitely doesn’t reflect who I am, but it does reflect my ideas and thoughts.

2. When meeting someone new, do you typically add them on social media (which one?) or do you prefer to simply exchange phone numbers?

When meeting someone new, I don’t actively seek them out on social media. If my new contacts find me, I add them. I don’t explore their networks.

3. Could you completely disappear from social media now? What’s harder for you—not reading others’ posts or not posting your own?

I could give up social media. Prior to the full-scale war, I used to do it several times a year during trips, for example, spending several weeks in the mountains without any connection or internet.

4. What is your favorite social media platform and why?

I mostly use Facebook, but my love for it ended with its purchase by the Russians. LiveJournal was my favorite until then—it was fun, interesting, and meaningful. After that, everything changed.

5. What do you think about Elon Musk’s decision to buy Twitter?

My biggest concern about Musk buying Twitter is that it could be a repeat of the LiveJournal scenario—he might buy it not for himself, but for the Russians. Musk has extensive and deep connections with Russians since the days when he interacted with Roscosmos at the beginning of his space and Mars ideas. Musk is not just a businessman; I see him as an adventurer, a political and informational player, and I don’t expect anything good from him buying Twitter.