social journalism Archives by Mark Murnahan

In 1982 when the world heard that somebody had laced Tylenol products with potassium cyanide, many people were terrified to take a Tylenol for their headache for fear it would kill them. Some caution was in order, for certain. I remember my mother dumping out any Tylenol we had in the house after watching the reports on television. Was it realistic to believe we actually had laced Tylenol in our own home? Probably not, but similar types of unrealistic caution and chaos are still happening every day in social media. Can you imagine how many more people would have been trying to capitalize on those news stories if Twitter was around back then?

The Tylenol cyanide murders of 1982 changed a lot of consumer views. If you don’t believe me, just take a look at the packaging of nearly any product. Before 1982, product packaging was much less secure. Many products could easily be tampered and you would never know it. This created a lot of change in the world, and it resembles changes that we see in social media. From location-aware service causing home burglaries to swine flu (H1N1) killing millions, to social media marketing, the Internet is wrought with fear-selling. I will give you some examples and hope you see the similarities.

Location Aware Social Media

There have been a handful of reports of people’s homes being burglarized after they made a Foursquare, Twitter, or other social media service update while away from home. This is a very personal matter that I neither strongly advocate nor oppose, but as an observer, I think the reactions are a bit overzealous. All of the sudden, there is a huge wave of concern for home security making headlines. It didn’t take many burglaries to see a mob mentality take shape and for people to use fear to spread a message. A smaller number of people made the point that only because you make an update away from home does not mean that nobody else is home. Even fewer made the point that it may be better to be away from home while the burglar is at work.

Swine Flu Put Twitter Over Capacity

I blogged about the Swine Flu (H1N1) spread on Twitter very early, on 25 April 2009. It was an amazing case of how quickly things can be passed along, but also how little vetting and how much corruption can happen in communications. I also wrote about concerns of real-time social journalism vs. professionally vetted journalism. Fears are easy to promote, while facts are often a bit harder to produce.

Social Media is a Great Marketing Tool

When the world heard that social media is a great marketing tool, the masses rushed in. It seems that every public relations rep, advertising rep, or SEO who was starving in their line of work decided to starve selling social media services instead. Note that those fields are not dead. There are still successful PR firms, advertising agencies, and even SEO who do not sell social media consulting and marketing services at all. Although each of these services are deeply intertwined, many of the people who made significant efforts to focus on social media above their previous focus did so because they were already at a low production level. It seems that since many of them saw a bunch of people talking about their business on Facebook, they signed up for everything they could get their hands on and hung their shingle as a social media expert. That should get them rich beyond all belief, right?

This can initially create more of a problem than a solution for the industry. It creates great challenges for people to filter quality. At the same time, there is the positive side, in that it causes the cream to rise to the top, so to speak. Business uses the same law of nature that we call “survival of the fittest” and the weak will starve and eventually die.

As we wait for the weak or less talented to die their slow miserable death, we endure these times of turmoil. Saying that anybody can provide a justifiable service to a company in social media is like saying that any guy off the street can be Tom Brokaw or Walter Cronkite. Sure, they can report something, and they can even make it believable, but is there a sustained value? We shall see, but in the end, I believe it all comes out well.

In the famous words of Walter Cronkite, “… and that’s the way it is.”

I have been thinking about the power and truth of live Internet. The power in the numbers is staggering. Today, we can all be journalists, and many of us clearly have a story to report. In fact, before I finish this article I will demonstrate the potential of social journalism with a live video stream from my cell phone, and have it posted to my Twitter, Facebook, FriendFeed, YouTube, and others as it happens … in real time. Speed of information delivery is a huge trend these days, as I pointed out in a recent article about social feeds in Google search results, and once you put it out there, it is not going away.

People love to tell their story, and it is even better if they tell it right when it happens. They often want to tell it before they have too much time to dwell on the details, forget about it, or in many cases even give thought to whether it should be told. If it is an important story, they may even find incentive of wide recognition for being the first on the scene.

This goes well beyond only social journalism. Entertainment has also taken on a whole new look. Earlier tonight my son came to me asking to watch some of our videos from a weekend visit to the zoo. He already had a Wii game on, so instead of showing him on the computer, I played them off my YouTube channel on the big screen television. Then I played some more videos off a laptop in the other room by accessing them through my X-Box 360. This all sounds so insane to me that my kids will never remember having to wait until Gilligan’s Island comes on at four o’clock. Who needs old school television these days, except for those who work for television?

If we did not each have a story to tell, there would not be over 35 million people (out of over 350 million active Facebook users) who update their Facebook status each day, and Twitter may only be a group of about 30 people reporting how the cookout at cousin Evan‘s place went. As it is, the world faces a turmoil of how this all works, and how can we best use all this information.

Where this is going and how it will change our society is a story that is being written each day. For some, it is a story of how drunk they got at a fraternity keg party and are sorry for the embarrassing photos they posted on their social networks. Others will apologize to customers for not being the company they portrayed when their media exposure was more one-way, and worked much slower. In extreme cases, nations will defend political scrutiny such as that of the Iran elections being lambasted on Twitter, and people will run scared from health issues like H1N1.

The threat of misinformation and lack of vetting is there, but the real time “get it now” reality creates an appeal to masses that cannot be overlooked. It opens a lot of questions on the value of real time social journalism. I discussed this with a high school journalism teacher just this evening, and we agreed on many things, but challenged others. Overall, I think our conclusions were inconclusive.

So where does it go, and how cool is it that I just coincided the release of this blog post by streaming the first comment from my cell phone? Now imagine doing that five years ago! I was ultra-high-tech in 2008 when I did a 6,000 mile nine day live mobile auto racing Webcast or my Tornado encounters on my storm chasing Webcast. Now all I need to show you my surroundings along with live GPS and live chat is a cell phone and a service like Qik or LiveCast.

On one hand, being live (or close to it) makes it easier to disclaim discrepancies simply for the fact the facts may not all be known. On the other hand, it can leave a door open to fast spread of misinformation and rumors. One known fact is that people are taking notice in great numbers.

The questions and considerations of social journalism are in no short supply, and I hope your comments are not either. Please tell me and others what you think. Let’s discuss it. Add your comments here, and of course, feel free to message me live with the Meebo chat on the left side of this page.