How Does Social Media Effect Traditional Media?

Michigan State head basketball coach Tom Izzo recently proclaimed his “lifer” status with the Spartans after considering a job opportunity with the Cleveland Cavaliers. As Izzo deliberated this life changing decision, the rumor mill was cranking away with reporters tapping sources, staking out near the basketball complex in East Lansing and outside Izzo’s offices. There were even some reporters contacting Izzo’s mother to see if she had any insight into what was going on inside her son’s mind.

What complicated the situation for the traditional print and broadcast reporters were the “citizen journalists” in social media. Any Michigan State fan with a blog or social media portal with any weight had the ability to perpetuate unsubstantiated rumors and opinion.  While, those of us who consider ourselves social media practitioners, cheer for our ability to spread information to our “tribes” as if we were a legitimate media source, the fact is, many in social media have no real experience in journalism. In fact, many blogs serve as a personal opinion/editorial column. A place for opinion, speculation and advice.

Here’s the rub for people who actually cover news for a living:  Every time a blogger with some degree of social media acumen posts “something they heard from a friend, who’s close to the cousin of the guy who used to live next door to the best friend of the uncle’s contact,” there’s some news manager who’s beating up a reporter to “break the story.” One of the reporter’s responsibility is to run down any possible lead and vet out the legitimacy of the lead and that’s where social media gets complicated. There’s always pressure for reporters to make sure they don’t get “scooped” by another reporter. So, if you’ve noticed there are more and more situations in which reporters are actually reporting “rumors,” and now we have a first rate “cluster” on our hands.

Here’s how it plays out:  Blogger posts unsubstantiated report, television reporter sees it, begins to run it down, while also going on record, with what could be a plausible story/source, saying, “a rumor we’re looking into,” subject (in this case head basketball coach) sees this and all of a sudden the wild goose chase is on. This scenario not only is frustrating for the subject, but the beat reporter, news managers and ultimately the readers/viewers/listeners. If you’ve ever had to run down a bogus lead, you understand.

All this said, I’m a firm believer in social media and the many ways it can benefit organizations, businesses and yes, even college basketball teams. Did Facebook influence Izzo’s decision to stay? Did the outpouring of support on blogs reach Izzo’s camp? Social media is an information distribution channel unlike anything this world has ever seen, yet it often makes me pause and wonder if “citizen journalists” could benefit from standards, parameters and ethics that are adhered to by traditional journalists.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.

Tags: Blog, citizen, Cleveland Cavaliers, Communications, fundraising videos, journalism, media, media relations, Michigan State, News, storyteller, Tom Izzo, YouTube

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