Arianna Huffington: Virality Uber Alles: What the Fetishization of Social Media Is Cost... - 0 views
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The media world's fetishization of social media has reached idol-worshipping proportions. Media conference agendas are filled with panels devoted to social media and how to use social tools to amplify coverage, but you rarely see one discussing what that coverage should actually be about. As Wadah Khanfar, former Director General of Al Jazeera, told our editors when he visited our newsroom last week, "The lack of contextualization and prioritization in the U.S. media makes it harder to know what the most important story is at any given time."
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There's no reason why the notion of the scoop can't be recalibrated to mean not just letting us know 10 seconds before everybody else whom Donald Trump is going to endorse but also giving us more understanding, more clarity, a brighter spotlight on solutions
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there were too many tweets about WikiLeaks, and they were so constant that Twitter started treating WikiLeaks as the new normal
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as we adopt new and better ways to help people communicate, can we keep asking what is really being communicated? And what's the opportunity cost of what is not being communicated while we're all locked in the perpetual present chasing whatever is trending?
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"What it means to be social is if you want to talk to me, you have to listen to me as well." A lot of brands want to be social, but they don't want to listen, because much of what they're hearing is quite simply not to their liking, and, just as in relationships in the offline world, engaging with your customers or your readers in a transparent and authentic way is not all sweetness and light. So simply issuing a statement saying you're committed to listening isn't the same thing as listening.
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Fetishizing "social" has become a major distraction, and we're clearly a country that loves to be distracted. Our job in the media is to use all the social tools at our disposal to tell the stories that matter -- as well as the stories that entertain -- and to keep reminding ourselves that the tools are not the story. When we become too obsessed with our closed, circular Twitter or Facebook ecosystem, we can easily forget that poverty is on the rise, or that downward mobility is trending upward, or that over 5 million people have been without a job for half a year or more, or that millions of homeowners are still underwater. And just as easily, we can ignore all the great instances of compassion, ingenuity, and innovation that are changing lives and communities.
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new social tools can help us bear witness more powerfully or they can help us be distracted more obsessively