By Harrison D.M.
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It has become the online circulatory system for news, pumping information between media organizations, consumers, and businesses throughout the world. Twitter, like its social-networking cousins, is all-pervasive. ” These sites form “valuable social hubs that connect people,”* and we see this time and time again in a crisis: from Mumbai to Iran, Australia to Haiti, and China to Bangkok; not to mention the Icelandic volcano eruption, the disastrous oil spill in the Gulf of Mexico, Tiger Woods’s dirty little scandal, and Toyota’s recall woes.
You’d better add value to the conversation. They have choices; they can and do exercise their ability to choose. Demand for hypertransparency. Easy to use, quick, affordable, accessible. One-way communication—You talk. ). Everyone’s a journalist (treat them that way); fewer barriers to access, but many more journalists to consider when developing relationships. Very resourceful. Available 24/7, no deadlines. Everything happens at lightning speed. Very powerful medium to channel emotion, context, and experience.
What happened? What does it mean? What should I think (analysis)? And there will always be plenty of hypothetical what if questions asked in a crisis. Journalists, who always write with their audiences in mind, will also want to know why something happened in the first place. ) Blame is never far from their minds when lives have been lost or there is some hint of a corporate crime, misdemeanor, or as we have seen with Toyota and BP, very serious and dangerous practices. The media—old and new alike—will punish anyone who is perceived to be behaving badly.