How CTV Edmonton’s Josh Classen balances social media and broadcast journalism
By Abraham Arrieta on November 5, 2025
When you think of Josh Classen, you probably picture him standing in front of the CTV Edmonton weather board, calmly explaining the difference between a chinook and a cold front. But behind the scenes, Josh has another forecast to manage, his presence on social media.
I had the chance to chat with Josh about how social media plays a role in his professional and personal life. Our conversation was casual, honest and surprisingly relatable, especially for anyone navigating the tricky balance between being online and being authentic.
Q: Do you use social media much these days? How has that changed for you over the years?
Josh Classen: Yeah, I mean social media for me has really changed, like it has for a lot of people. I used to be way more active, constantly chatting with viewers and posting updates. But over the last five to seven years, things have shifted. From CTV’s perspective, we started asking: Why are we giving away content for free on a platform we don’t own or monetize?
So now, we mostly use it for promotion, to drive people to our website or newscast. I’ll post weather updates, links to my weather blog, or short videos. But the back-and-forth conversations I used to have? That’s mostly gone. There’s just less engagement now.
Q: So which platforms do you still use?
Josh: Honestly, I’m mostly on X (formerly Twitter). I’ve got an Instagram account, but I only really use it to watch golf videos and other random stuff. I’m also on Threads and BlueSky, but I don’t post much there either.
CTV only requires me to have one account, my Twitter, which includes ‘CTV’ in the handle. I don’t post personal things. No pictures of my kids, no ‘happy anniversary’ posts, that’s just not me. I’ve always found that side of social media a bit strange. For me, it’s purely professional, which happens to align perfectly with what CTV wants.
Q: What about the downsides, have you had any negative experiences with social media?
Josh: I’ve been lucky. I was old enough when social media first came around that I didn’t post anything embarrassing or stupid that could come back to haunt me. But I do worry about my kids. One of them makes music and promotes it online. I always tell them, “Whatever you post is going to follow you for the rest of your life.”
For me personally, the only negative was realizing how much time I was wasting scrolling through Twitter. I’d be watching hockey and just mindlessly scrolling. It wasn’t productive, so I had to learn to limit my screen time.
Q: What have been the positives for you professionally?
Josh: For a long time, the big benefit was brand building. It helped expand your audience beyond the TV screen. Before social media, we’d connect with people by hosting charity events or public fundraisers. Half the room might not know who you are, but by the end of the night, they’d feel connected to you.
Social media did the same thing on a bigger scale. When Twitter was still new, I had a personal rule that I’d reply to everyone who messaged me. People were always surprised: “Wow, you replied!” And I’d say, “Well, why did you message me if you didn’t want me to reply?” It was a great way to build trust and connection with viewers.
Q: Where do you think people have moved now that Twitter feels quieter?
Josh: I think most people, especially younger ones, have gone to Instagram, Facebook and TikTok. I’m not on TikTok, but I wouldn’t be surprised if someday CTV tells us to start posting weather videos there.
For independent creators, that’s where you have to be. You’d be using social platforms as your main broadcast tools. But for us as a media company, we have to balance how much content we give away for free versus what drives people to our website.
Q: What do you see as the future of social media in broadcasting?
Josh: Five years ago, I would’ve said we’d all be broadcasting directly on social platforms like Facebook or YouTube. But now, I think the focus is on finding ways to build your own audience and monetize it.
You look at independent creators on YouTube. They’ve built entire shows without a traditional network. That’s where the power is shifting. But again, the challenge is, you don’t own those platforms. If they ever decide to take you down, you’ve got no recourse.
Q: Finally, what’s your advice for students like me starting out in media?
Josh: My advice for you is a bit different from how I use social media because I already have a platform. But if you’re starting out, you’ve got to be everywhere; TikTok, Instagram, YouTube, whatever fits your brand. Build consistency.
Don’t just post once a month. Create a schedule so your followers know when to expect something new. And above all, don’t say stupid stuffs [laughs]. Seriously. Be mindful of what you put out there because it all lives forever.
My Closing Thoughts
Talking to Josh reminded me that social media isn’t just a tool; it’s a responsibility. For professionals like him, it’s about maintaining credibility and connection. For newcomers like me, it’s about building a brand without losing authenticity. If you are wondering how to build your brand as a journalist, a blog post by Cision gave five suggestions on starting up. Either way, as Josh says, “Just don’t be an idiot online.” This is probably the best advice any of us can get.