If you’ve watched TV news in the past week, you saw the constant coverage of the devastating Boston bombings as well as the tireless pursuit of the bombing suspects. If you were on social media this past week, you saw the same thing – but at a faster pace. Following the bombing, more than 500,000 tweets with the hashtag #BostonMarathon were collected by a research group from Syracuse University.
This saturated, unfiltered coverage eventually led to as much, if not more harm than good. Social media users made false accusations after examining photos and made up false headlines to try to take the lead in reporting. Suddenly, the medium that served as a watchdog, alerting the country of tragedy, became an unpredictably wild dog in the overall story.
The impact of social media isn’t new or surprising to PR practitioners. So it is still somewhat surprising – although very welcomed – when clients ask us why it’s important to be on social media.
In future social media presentations, I’ll remember to refer to this past week to demonstrate the impact social media channels can have. It was an example of not only how powerfully social media can engage others but also how quickly the unfiltered medium can take a turn for the worse. As we tell our clients, social media needs to be managed and we are able to train our clients on the importance of a successful crisis plan.
While many are still skeptical of the importance of social media in our lives, it is irrefutable that social media played a major part in our nation’s coverage of last week’s terrorist attack. That proves to me that the same channel of communication that drives traffic to business blogs such as this one, is also giving people vital information that could be a matter of life and death.…read the full article here.