Daniel Lurie, the mayor of San Francisco, was born to be a content creator. Sadly, he has been forced to be mayor. If you’ve come across his social presence, you know he’s working overtime to restore San Francisco’s public image and he’s focused on doing it online.

In a recent Instagram post, Lurie is seen standing in the street, broom in hand, knee deep in a puddle of water. He’s filming himself cleaning out a clogged sewage drain after the first rain of the season. And he’s doing it like any content creator would, for views.

You know the type. The creators who mow old folks’ overgrown lawns out of the goodness of their hearts (and views), the power-washers who film themselves on the job or like the drain cleaners who, clearly, Lurie has been studying.

Lurie isn’t the first mayor to use social media to get his face and message out there and he surely won’t be the last. But if he’s trying to post SF’s way out of a public perception problem, he’s going to have to up his game. 

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