I still remember the moment I first noticed it. It was a humid evening in Hyderabad, and I was scrolling through my social media feed after a long day of meetings at Fourth Square, where I lead enterprise applications. A post caught my eye: my old college friend, Sanjay Rao (a fictional name for privacy), now a mid-level bureaucrat in Andhra Pradesh, had shared a glossy photo of himself cutting a ribbon at a rural school’s inauguration. The caption read, “Proud to empower our youth with education! #NationBuilding.” The comments were flooded with praise—hundreds of likes, shares, and heart emojis. But something felt off. I knew Sanjay’s job involved such events weekly; it was routine. Why was this framed as a heroic feat?
That moment sparked my curiosity about what I’ve come to call “Social Media Show-Off Syndrome.” As someone who’s spent over 28 years in IT, founded the End Now Foundation to promote digital wellbeing, and written countless columns like this one for Neo Science Hub, I’ve seen how social media can distort reality. Sanjay’s post wasn’t an isolated case—it was part of a larger pattern I’ve observed among public figures, from bureaucrats to politicians, and even corporate leaders. Let me take you through my journey of understanding this phenomenon and why I believe we need to address it.
A Pattern Emerges
A few weeks after Sanjay’s post, I was invited to deliver a guest lecture at Acharya Nagarjuna University. There, I met Priya Sharma (another fictional name), a young municipal officer who attended my talk on digital ethics. Over coffee, she showed me her social media profile, proudly displaying videos of her inspecting local roads and attending review meetings. “Dr. Anil,” she said, “these posts get me noticed. My seniors see them, and it’s helped my career.” I nodded but felt uneasy. Priya’s videos were polished—some even used AI-generated filters to enhance visuals—but they glorified mundane tasks. A routine road inspection was captioned as “Transforming our city’s infrastructure!” I wondered: was this about service or self-promotion?
As I traveled for work across Telangana and beyond, I saw this pattern everywhere. Politicians posted about shaking hands at rallies, framing them as historic events. Corporate colleagues shared LinkedIn updates about regular meetings, calling them “game-changing strategies.” Even I caught myself once, tempted to post a photo from a cybersecurity workshop I led, not to share knowledge but to bask in the likes. That’s when I realized: social media has become a stage for what psychologists call “impression management”—crafting a perfect image to win admiration.
The Psychology Behind the Show-Off
My research for the End Now Foundation, where I’ve authored nine books on digital lifestyles, led me to a term that hit home: “The Narcissism Epidemic.” Psychologists like Jean Twenge describe how social media fuels egotism, rewarding us with a “Dopamine Rush” from likes, shares, and comments. I saw this in Sanjay, who admitted over a call that he felt validated when his posts went viral. “It’s like a scorecard,” he said. “The more engagement, the better I feel.” Priya, too, confessed that her followers’ praise mattered more than her actual impact on the ground.
This “social validation loop” is addictive. I’ve felt it myself when a Telangana Today column of mine got shared widely—there’s a thrill in seeing those notifications pile up. But for public servants like Sanjay and Priya, this loop can be dangerous. Their posts often exaggerate routine duties—inaugurating a project, signing a file—as monumental achievements. Social media doesn’t demand fact-checking, so these curated narratives shape public perception, sometimes more than real performance.
When Digital Governance Overshadows Reality
Last year, I was part of a panel discussion with Telangana Police’s Women Safety Wing, where we discussed digital safety. A local politician, let’s call him Ravi Kumar, joined us and later posted a video of the event, claiming he’d “revolutionized women’s safety.” The post went viral, but I knew the truth: his contribution was minimal, and the real work came from grassroots officers. Yet, Ravi’s followers believed he was a hero. This is what I call “digital governance without ground reality.”
I’ve seen projects hyped online—think shiny posts about smart cities or rural electrification—only to visit those sites and find incomplete work. In one case, a bureaucrat I advised on cybersecurity boasted about a “world-class IT hub” on social media, but the project was stalled due to funding issues. This tokenism frustrates me. When perception trumps reality, tools like RTIs or press briefings—meant to hold leaders accountable—lose their power.
My Objective: Restoring Authenticity
Why am I sharing this? As someone who’s delivered over 1,000 talks on digital wellbeing, from NALSAR to TEDxGRIET, I’ve seen how social media can both empower and deceive. My objective is to urge public figures—and all of us—to use these platforms responsibly. Social media isn’t inherently bad; I use it to share my “Cyber Gyan” columns and connect with readers. But when self-promotion overshadows service, we erode trust.
I dream of a digital world where authenticity trumps showmanship. Imagine Sanjay posting about the challenges of rural education, not just ribbon-cutting ceremonies. Or Priya sharing honest updates about road repairs, admitting delays but outlining solutions. Even I’ve made a pact with myself: every post I share must educate or inspire, not just boost my ego.
A Call to Balance
Reflecting on my journey, I’ve learned that “Social Media Show-Off Syndrome” isn’t just about others—it’s a temptation we all face. The likes, the shares, the AI-polished posts—they’re seductive. But as someone who’s seen technology’s highs and lows, from ERP implementations to cybercrime investigations, I believe genuine impact matters more than digital applause. Let’s share our successes, yes, but let’s also share our struggles and solutions. That’s how we’ll rebuild trust in a world obsessed with showing off.
-Dr Anil Rachamalla.
