I think that that the main problem with a lot of social media stuff in terms of ratings is it's a very skewed motivation.
Michael SchurWith mockumentaries, the conceit is that the characters are being interviewed, so you can start a scene and cut to a character looking at the camera and saying, "I'm working on this project," instead of having to figure out ways for people to talk naturally about what they're doing. You see this problem in pilots - people end up explaining things to each other that they'd never explain in real life.
Michael SchurI would far rather add a character who generates strong feelings than someone who just kind of floats along, generating medium-warmth smiles of gentle affirmation.
Michael Schur