Howdy readers,
In recent months, I’ve become all too keenly aware of how much social media muddies up the truth about events, especially events that deal with public health.
In recent years in an effort to try to engage more of the public into the goings on of a utility, many have taken to the social media outlets like Facebook or Twitter to try and share important information. Unfortunately, it seems that these efforts are more and more frequently leading to distortion of the message by those customers who are reading it.
Case in point, many of the posts relating to the Corpus Christi water issues of recent weeks were not just factually wrong, they were also inciting panic among the masses. The utility broadcast their information in conventional means, like newspapers and TV but they also shared info online. People would take bits of the info, then add their own spin and make the situation seem even more out of control.
At my utility, which is over 4 hours from Corpus, we were seeing chatter on various Facebook feeds our communications staff monitor, relating to our water tasting like gasoline as well as statements like “you know all the water systems are connected…” “they don’t know what they are doing” and “I don’t trust anything the city tells me, I know better.”
The end game for these folk’s I suspect is that they want to have their voices heard, regardless of how poorly educated they are on the issue. The question perhaps is more a function of should we as utilities even bother responding to these folks. Is it the equivalent of “feeding the trolls?” The comms staff and I have discussed the issue at length. As well as the emerging pattern of people not calling us to voice their concerns or complaints but rather taking to Facebook and expecting that we are steadily reading every feed in the area.
All of these trends are very unsettling, to say the least. The distortion of facts is troubling but so is the fear mongering that these people are perpetuating.
So, how is it that we as professional operators deal with this phenomenon? First, we need to make sure that our message is clear and simple. Take the tech out, take out the jargon and put it on the shelf, and take any of the grey out of the message. Clear, and to the point is the only way to help prevent the message from being bastardized. It’s important to recognize that some people will twist the facts as they wish. Next, use conventional media first, followed by social media. Use the same message word for word with regular media and social. Utilize the organization’s website if available to update the message as needed but if it’s a long-term problem (12 hours or more) new updates need to be made to the regular media outlets at the same time the social fronts are used. Finally, and this maybe the single most imports tool to controlling the trolls, never let a “story” start on Facebook or the media first. As soon as you realize something is wrong get out in front of the problem with open and clear communication. The instant someone thinks they have caught your utility doing something wrong they will spread that word like wildfire, no matter how ridiculous it might be. I have to give credit to our comms staff for those thoughts on how to direct the message, frankly I'm so burned out with social media I think I would have just turned the computer off and had a beer.
While we are talking about his subject, you may enjoy the following link to a BBC story discussing the spread of ignorance on the internet.
http://www.bbc.com/future/story/20160105
http://www.bbc.com/future/story/20160105-the-man-who-studies-the-spread-of-ignorance
Until next time -
In recent months, I’ve become all too keenly aware of how much social media muddies up the truth about events, especially events that deal with public health.
In recent years in an effort to try to engage more of the public into the goings on of a utility, many have taken to the social media outlets like Facebook or Twitter to try and share important information. Unfortunately, it seems that these efforts are more and more frequently leading to distortion of the message by those customers who are reading it.
Case in point, many of the posts relating to the Corpus Christi water issues of recent weeks were not just factually wrong, they were also inciting panic among the masses. The utility broadcast their information in conventional means, like newspapers and TV but they also shared info online. People would take bits of the info, then add their own spin and make the situation seem even more out of control.
At my utility, which is over 4 hours from Corpus, we were seeing chatter on various Facebook feeds our communications staff monitor, relating to our water tasting like gasoline as well as statements like “you know all the water systems are connected…” “they don’t know what they are doing” and “I don’t trust anything the city tells me, I know better.”
The end game for these folk’s I suspect is that they want to have their voices heard, regardless of how poorly educated they are on the issue. The question perhaps is more a function of should we as utilities even bother responding to these folks. Is it the equivalent of “feeding the trolls?” The comms staff and I have discussed the issue at length. As well as the emerging pattern of people not calling us to voice their concerns or complaints but rather taking to Facebook and expecting that we are steadily reading every feed in the area.
All of these trends are very unsettling, to say the least. The distortion of facts is troubling but so is the fear mongering that these people are perpetuating.
So, how is it that we as professional operators deal with this phenomenon? First, we need to make sure that our message is clear and simple. Take the tech out, take out the jargon and put it on the shelf, and take any of the grey out of the message. Clear, and to the point is the only way to help prevent the message from being bastardized. It’s important to recognize that some people will twist the facts as they wish. Next, use conventional media first, followed by social media. Use the same message word for word with regular media and social. Utilize the organization’s website if available to update the message as needed but if it’s a long-term problem (12 hours or more) new updates need to be made to the regular media outlets at the same time the social fronts are used. Finally, and this maybe the single most imports tool to controlling the trolls, never let a “story” start on Facebook or the media first. As soon as you realize something is wrong get out in front of the problem with open and clear communication. The instant someone thinks they have caught your utility doing something wrong they will spread that word like wildfire, no matter how ridiculous it might be. I have to give credit to our comms staff for those thoughts on how to direct the message, frankly I'm so burned out with social media I think I would have just turned the computer off and had a beer.
While we are talking about his subject, you may enjoy the following link to a BBC story discussing the spread of ignorance on the internet.
http://www.bbc.com/future/story/20160105
http://www.bbc.com/future/story/20160105-the-man-who-studies-the-spread-of-ignorance
Until next time -
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