Q&A: Edmonton news assistant on balancing personal and professional social media content
By Avalina Zenari on November 13, 2024
NAIT Radio and Television graduate Shelby Clarke is a news and editorial assistant at CTV Edmonton. Over the years, she has learned to manage her online presence effectively, blending her personal interests with the demands of modern journalism. Through an insightful approach, she explores the challenges and advantages these digital platforms offer by drawing from a growing portfolio of industry knowledge and providing a deep dive into her own social media strategies.
Q: How do you use social media in your personal life?
A: I keep a single social media account for both personal and professional use, as it’s easier to manage and feels more authentic. I did a bit of a ‘social media cleanup’ when I entered the industry—removing unnecessary followers and ensuring my profile was professional enough to be public when needed. Keeping it private at times helps control who interacts with my posts, which is important. I share personal moments but always with an awareness of my audience.
Q: How do you use social media professionally?
A: Social media is essential for finding story ideas and connecting with sources. Twitter, or ‘X’ as it’s now called, is incredibly useful for keeping up with local happenings and potential stories. For instance, I follow neighbourhood and watch groups, which often provide great leads. My team and I also use TikTok to engage with a younger audience on CTV Morning Live Edmonton’s account, which has proven effective for both news awareness and community engagement.
Q: How do you balance your personal and professional identities on social media?
A: Instead of creating a separate account, I’ve learned to blend personal and professional posts. I’ll share personal stories and professional updates, keeping my bio clear about my role at CTV. A professional headshot helps reinforce my account. This way, people know my job role without me having to switch accounts constantly. It feels natural, allowing me to connect with others as myself rather than through a purely professional lens.
Q: What are the main benefits of using social media in journalism?
A: It’s a fantastic tool for sharing work and reaching new audiences. When you post stories that are meaningful, like features on community issues or personal stories, families often thank you for bringing awareness to their cause. Social media also helps journalists stay updated on the latest events, allowing real-time news sharing—something that traditional news formats struggle with.
Q: What are some of the biggest challenges you face with social media as a journalist?
A: Handling negative comments can be tough. When I cover for our on-air meteorologist, for instance, I get feedback from viewers, and it’s not always positive. Social media can bring criticism, so having thick skin is essential. There are also cases where people on our team receive personal attacks, but we try to keep a professional perspective and not let it impact us too deeply.
Q: What advice would you give to aspiring journalists regarding their social media presence?
A: Keep a clean and professional profile, even if you only have one account. It’s common knowledge in the industry that people talk, so make sure there’s nothing on your profile that could damage your reputation. Clean up any content that might seem inappropriate or could be misinterpreted. Also, don’t hesitate to reach out to sources via social media—it’s a direct way to connect, and most people respond well to it.
Q: What’s your favourite social media platform for professional use, and why?
A: I’d have to say X for its immediacy and TikTok for its engagement potential. On X, you can get updates instantly, making it invaluable for breaking news. TikTok, on the other hand, reaches a broader audience with different content, like local news bites or community features. Running the TikTok account for CTV Morning Live Edmonton has shown me how engaged people are with short, dynamic videos—even those who might not typically watch the news on TV.
Check out Clarke’s work on the CTV Morning Live Edmonton TikTok account.