Strategically Communicating

“Reciprocal journalism” is a hot buzzword these days, as exemplified by this white paper. It directs journalists’ attention to interacting with readers on social media platforms such as Facebook and Twitter, stating that social media can disseminate news and build followings efficiently in the Age of the Smartphone.

Of course, all revenues garnered on social media sites such as Twitter and Facebook go to, respectively, Twitter and Facebook. The authors of the white paper admit as much: “Nor may it be possible for every news organization to mediate indirect and sustained reciprocity around hashtags or Facebook groups, as we have described. Simply put, there are transaction costs associated with engaging audiences … “(11)

Perhaps because of that, social media is generally used to promote, not inform. On Twitter, for example, most top-trending subjects worldwide are commercial promotions or celebrity gossip. I captured this screenshot just a minute ago:

#Rampal is an embattled sect leader in India. He’s news … but an overwhelming number of the relevant tweets were reactionary, conversational and didn’t tell me his story.

#pplsforum refers to a televised debate between candidates for Premier in Australia. That’s related to news, but it’s really just a promotion for civic engagement. I had to do a Google search to even determine what office was at stake.

The rest – all gossip and entertainment. In fact, most are sponsored promotions: Pizza Hut, the movie “Mockingjay Part 1,” People magazine’s “Sexiest Man Alive” issue, a talk show on Comedy Central (thus, CatVideoGames).