The Right Kind of Influencer

Today, influence and influencer have taken on entirely new meanings.

An “influencer” is a person with the ability to use their social media presence to convince their followers to buy a particular product or service by promoting or recommending the items on social media. The role has reshaped companies and can be particularly impactful with young people.

Judaism is aware of the power of the influencer. The “wrong” kind of influencer can be guilty of a capital crime, teaching us the power and responsibility of even attempting to influence others.

The Torah (Devarim 13:712) presents the “meisit,” one who entices Jews to stray from Judaism and God. This individual uses their influence to lead people astray. Such an influencer is guilty of a capital crime and stoned so that “all Israel will hear and be afraid and such evil things will not be done in your midst.”

Think about it: The influencer is stoned for attempting to use their influence sinfully – even if they are unsuccessful.

Rabbi Simha Zissel Ziv, known as the Alter of Kelm, noted that if the Torah assigns such a harsh punishment for the mere attempt – successful or otherwise – to lure others to sin, then there is certainly a great reward for those who attempt to influence others for the good. Whether or not we are successful, there is great value in just making an effort at influencing others and changing people’s lives for the better. It’s great to be a successful influencer, but it’s just as important to try to help people physically, emotionally, or spiritually.

We should be on the lookout for these opportunities.

Our parsha begins with the word “re’eh,” which means “see” in the singular. The verse, however, then shifts to the word “lifneichem,” which means “before you” in the plural. Why the grammatically inconsistent shift?

The Kli Yakar suggests that the answer can be found in the Talmud (Kiddushin 40b) where the Sages tell us that we should each see ourselves as split 50/50 between merits and demerits. Our very next action will determine our destiny. Furthermore, we should view the world as likewise split 50/50 and that any individual’s next action will impact the whole world. This is why Moshe highlights the singular and the plural. We are responsible for our own actions, but we must also be cognizant that everyone is interconnected, and our actions reverberate beyond our own individual lives. We need to choose wisely. We need to hope others choose wisely as well. And we need to realize our choices and actions can influence the entire world though how our choices and actions reverberate with others.

We have tremendous influence! The things we do and say can make a huge difference in how others think, feel, or act. It’s a tremendous opportunity, responsibility, and privilege. Chance occurrences can turn into meaningful moments.

Rabbi Aryeh Levin, the famed tzaddik of Jerusalem, once spotted a young IDF soldier on a short furlough from the army. The rabbi knew the young man from the neighborhood in Geula, and so he crossed the street and extended his hand in greeting. “Shalom Aleichem,” said the venerable sage. “Please come to my home. I would very much like to drink tea with you and hear about your activities.”

The young soldier seemed uncomfortable. “I don’t think it’s right for me to come visit you,” he said. “I don’t wear a kippa anymore.”

Rabbi Levin, in his black hat and long kaftan, smiled warmly at the young man and took his hand in his own. “Don’t you see? I’m a very short man. I see you, but I cannot look up so high as to notice whether you are wearing a kippa. But I can see your heart – and your heart is big and kind, and that’s what counts. You are also a soldier placing your life at risk for all of us in Israel. Please drink tea with me; your kippa is probably bigger than mine.”

Influencers have come a long way since Dale Carnegie released How to Win Friends and Influence People in 1936. Our responsibility is to appreciate both the positive and negative role influence may play. Most important is to be on the lookout for opportunities to enhance people’s lives through lessons, actions, model behavior, or even a glass of tea.