Bookbyte Blog

Posts tagged ‘social-media’

It’s Time To Stop Pretending Dumb Twitter Reactions Are News Stories

Olympic gymnastic Gabby Douglas holding her gold medal.

There was a very, very, very pointless news story last week regarding Olympic gymnast Gabby Douglas’ hair. A handful of idiots took to Twitter to complain that her hair looked unkempt. Now any reasonable person reacts to this “story” by not reacting at all, because what an athlete’s hair looks like is about as important as what shoes a surgeon wears. In this case, a high and tight bun is standard operating procedure for gymnasts, so I really don’t know where the conversation came from in the first place.

Oh that’s right, it came from a handful of idiots. Turns out when you give everybody a voice through social media, idiots will say idiotic things.

What I don’t see is how that handful of easily ignored idiots got to dictate headlines. Tell me what’s wrong with the following real headlines:

“Controversy”? “Debate”? “Outrage”?

"You keep using that word. I do not think it means what you think it means."

You all do realize that for a debate, you need a point and a counter-point. All we’ve got here is a counter-point. Nobody is actively arguing that Douglas’ overly practical hairstyle is unacceptable. But the press, blogs, and other commenters are keeping this one-sided conversation going anyways. It’s blossomed into a full-on “debate” but the only people having the debate are the ones still acting like there’s something that needs refuting.

Check out this lead from NBC’s Today Show website (the first link above):

Just before the scoreboard showed that Gabby Douglas had won the gold in individual gymnastics last week, her mom Natalie Hawkins had only one reaction: relief. It was relief that came after ten years of training, after her daughter said she dreamt of being an Olympian, and after she let her daughter move away from home at 14 to chase her dreams.

The relief didn’t last long, as Hawkins soon found herself defending her daughter’s hair, which had been swiftly criticized for being both “unkempt” and “embarrassing” very soon after Douglas made Olympic history.

“The relief didn’t last long”? Give me a break, Today Show. I seriously doubt Gabby or her family give any thought whatsoever to this “controversy” beyond when you and other media outlets bring it up. This all grew out of a handful of Twitter posts. Don’t you all know how easy it is to ignore a dumb Twitter post?

Creating a news story from Twitter stupidity is incredibly easy. You can do it yourself. Next time any sort of news or sports event happens, just search for keywords that could be linked to the most offensive possible interpretation. You are bound to be hit with big pile of ignorance and failed wit. That’s what one story did after the women’s soccer match between Japan and the U.S. I’m sure you can imagine what the keywords were for that.

Now, admittedly, we ran a story back in the spring about Twitter reactions, regarding The Hunger Games and the casting of actress Amandla Stenberg as the character Rue. Actually, it’s remained one of our most popular articles on the blog. But, as the writer of that article, I’d argue there’s a difference between stories that ask broader cultural questions — in that article’s case, people judging a film based on how it matches up to their own imagination, not to the descriptions in the book — and stories that simply point out dumb people saying dumb things.

We’ll always have idiots. Let’s try to limit how often we give them a stage.

 

 

 

Dear Businesses, Don’t Lie With Social Media. It Ends Badly. For You.

I don’t think I’ve ever seen anyone be so impassioned about kinda-OK chicken sandwiches as I have over the past week. If you haven’t heard… first of all, good for you. How do you manage to avoid all these blog fodder stories? Second, here’s the summary of the major points:

  1. Chick-fil-A CEO asked if his apparent stance against gay marriage is true. Answers, “Guilty as charged.”
  2. The Henson company cancels their agreement to sell Muppet toys through Chick-fil-A.
  3. Chick-fil-A posts a message at its restaurants saying the Muppet toys were pulled because of a safety hazard.
  4. Mike Huckabee calls for an end to the “hate speech” against Chick-fil-A.
  5. Chick-fil-A accused of defending themselves using dummy Facebook accounts.

If you’re thinking that the jump from step 3 to step 4 is completely ridiculous, then congratulations, you’re a reasonable person. If “I’m going to buy my chicken sandwich somewhere else!” is a form of hate speech, then what words do you have left to describe racism and death threats?

Instead I want to talk about step 5. Now, technically we don’t have any hard evidence proving that these dummy accounts were created by the fast food chain’s PR team, but it is pretty suspicious. A stock photo pasted onto a few-hours-old account solely dedicated to defending the company? It’s a dummy account for sure, and a lazily made one at that. But theoretically anybody could have made it, I’m just not sure why anyone not on their payroll would have any reason to.

Even if we give Chick-fil-A the benefit of the doubt, there are plenty more companies guilty of actions just this moronic.

Back in 2005, cosmetics company L’Oreal started a blog solely dedicated to how great they and their products are. The blog was written from the perspective of a non-existent woman named Claire, whose raves about L’Oreal skin creams were coming right from the brains of the marketing department. Needless to say, they were eventually caught in their lie.

WalMart started a very Morgan-Spurlock-esque stunt blog, chronicling a couple who was journeying from Nevada to Georgia and staying overnight in WalMart parking lots along the way. Except none of this was true: WalMart was simply fashioning a false narrative and peppering it with “interviews” by WalMart employees gushing about how much they love their jobs.

Gaming developer Bioware was caught redhanded abusing the voting system on Metacritic, the aggregate review site. One reader noticed that the language of a few of the posts praising Bioware’s Dragon Age 2 without any qualification sounded a bit canned. After a bit of digging, he found that multiple profiles were created that day by Bioware employees to generate artificial positive word of mouth. Weirdly, the parent company of Bioware, EA, sent out the most sarcastic member of their PR team, who apologized for nothing, saying “I’m betting Barack Obama voted for himself too.”

It’s mindboggling to me that any company would ever think they could get away with something like this, though I can understand the temptation. Imagine you work in marketing and your employer hits a PR iceberg. Somebody in the company needs to put out the little fires, and it’s not going to be the CEO. So you, as a marketing employee, decide to go for direct approach of speaking to customers through Facebook, Twitter, a blog, whatever. Except you can’t directly engage because nobody wants to hear a company rep make excuses. So you lie about who you are, because it’s the Internet, and you’re protected under a veil of anonymity.

Except that last part is completely untrue. People will always find out. Even if you do a better job covering your tracks than the Bioware people did. (They were caught because one employee was using the same alias on multiple sites. Figuring out who it was involved one Google search and one LinkedIn search.)

In fact — and people working in marketing should understand this more than anyone else — it doesn’t even really matter if people find admissible-in-court-type evidence against your company. If they suspect that a company is being dishonest, they will hold it against them, especially if, like Chick-fil-A, they’ve already given people a reason to dislike them in the first place.

Companies of the world: Your customers are just as intelligent and resourceful as you are. You aren’t going to outsmart them, so don’t try. People are very, very responsive to feeling that they’re being manipulated, and social media makes it very, very easy for them to see right through lies.

I’d say “stop it,” but let’s be honest: Fails of this magnitude are pretty entertaining to watch.

#Kony2012

If you’re on the internet at all or watch the news, you’ve likely already heard of Kony 2012. An effort put forth by the organization Invisible Children to bring war criminal Jospeph Kony to justice. For the last 26 years he’s kidnapped children and forced them into his Ugandan rebel army. The goal of the campaign is to use social media to make him famous and to help him be located and brought to justice.  To help keep his name and face in the public eye, they are utilizing social media, hash tags, videos, and interviews.

Invisible Children is a unique organization and they divide their efforts into 3 categories: Movies, The Movement, and The Mission. Their mission statement is listed on their website as:

INVISIBLE CHILDREN USES FILM, CREATIVITY AND SOCIAL ACTION TO END THE USE OF CHILD SOLDIERS IN JOSEPH KONY’S REBEL WAR AND RESTORE LRA-AFFECTED COMMUNITIES IN CENTRAL AFRICA TO PEACE AND PROSPERITY.

They have been extremely successful with getting the video shared, viewed, and talked about. In 3 days the video has already been viewed over 55 million times. They have conducted interviews on E! News, The Today Show, and Piers Morgan Tonight. They are also targeting 20 culture makers including Oprah, Angelina Jolie, Mark Zuckerberg and 12 policymakers like Condolezza Rice, Mitt Romney, and Bill Clinton. Within 24 hours several had already tweeted and made Facebook posts encouraging their followers and fans to watch the video and share. To stand up and use their voice.

Over the last few years we’ve seen time and time again how powerful social media is. Within just a few hours this story went viral and brought people together and united over a cause. I can’t think of a better reason to be a part of  social media then to let your voice be heard.

Let us know in the comments below if you’ve watched the video and what you thought.

All the links and ways to connect with Invisible Children and Kony 2012 are included below:

Twitter:

@invisible

Invisible Children founder Jason Russell  @jasonrussell

Facebook:

http://www.facebook.com/invisiblechildren

Kony 2012 website

Invisible Children website

Invisible Children tumblr

Invisible Children financials website

Follow

Get every new post delivered to your Inbox.