Category Archives: communications

Osama Bin Laden and Twitter

At this point we are all familiar with this:

I could rave on about Osama Bin Laden related issues for the next five hours. I could tell you that I want to write a letter to the American government saying something like “shhhhh, please be quiet and stop celebrating the murder of a terrorist master lord! You might hurt Al -Qaeda’s feelings!” I could ponder the pros and cons of releasing the photos of OBL’s dead body or re-watch old September 11 documentaries in morbid fascination.

Instead I’m going to say what Osama Bin Laden’s death has done for Twitter. In the international relations/war on terror scheme of things, the way his death broke on Twitter is a trivial matter BUT it is important for the future of news and information spread. It’s important for us, the people who have never had much control over news, to recognize that we can all create news now, one tweet at a time.

WHY SHOULD YOU CARE?

Because if you know how information spreads on Twitter, you can spread information on Twitter. Fast. Like wildfire. Like the ripple effect. Like a Lamborghini on the freeway.

But it ain’t easy.

How did people find out about Osama Bin Laden’s death and when? May 1st around an hour before the official presidential announcement by Barack Osama (oops Obama). Here’s good timeline.

People are naturally inquisitive and people who use social networking are neurotically inquisitive. They are addicted to information and they hunt for it like…hunters…SO speculation about what-the-hell-is-going-on began as soon as the White House announced that there would be a presidential address. It was after a bit of a wild guessing game that people began to mention Bin Laden. But at that stage it was still just the blind leading the blind.

FINALLY Keith Urbahn (sorry people, not the singer/husband of Nicole Kidman) tweeted the tweet that made the difference.

Urbahn was a reliable source because of his position as Chief of Staff in the Office of Donald Rumsfeld. The trustworthiness of his information meant that it was re-tweeted by 80 people in the new minute.

His tweet also got re-tweeted by Brian Stelter, a very influential tweeter (he is a machine. I’ve never seen anyone do that many tweets in one day).

And that’s how it took off. The crazy tweetering, digital river of information. And then Obama gave his speech.

For the twitter universe, he was a bit too slow (and a bit too triumphant for my liking).

But you know what? I’m glad that he was too slow. Down with the controlled media. We don’t need it to tell us everything anymore. We can tell each other whatever the hell we want. As long as we have access to information and the right twitter following, we can break news. Of course a lot of elements come into play, but that’s the essence of it.

Social flow did an awesome analysis of how OBL’s death broke on twitter zoomed through the wired world (I just like the pretty graphs). Actually I gonna insert the pretty graph;

Based on what I’ve read and the Social Flow analysis this is the way to break news on Twitter:

  1. Have the information
  2. The news has to be timely. No one will care if it happened a week ago (unless its something massive) or if no one knows about it or its significance.
  3. Be well connected on Twitter. That doesn’t necessarily means have millions of followers, just have the right ones.
  4. People must trust that you’re not the boy/girl crying wolf. Reliability is the key.

I actually think that by using Twitter as an information hub, we are making a statement about the world we live in and about our own role in it. We are shrinking the world and growing our individual significance. News is no longer decided by journalists and the media, nor should it be.

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Social Media Analyst- A Brand New Job on the Market

At one of my media lectures the term “social media analyst” innocently uttered by a media savy lecturer (Kate Crawford) floated around the class, causing confusion and chaos. Most people had never heard the term. Some (like me) have, but were left with only a vague idea of what it means. One girl said she was working as one.

It’s not surprising. After all a social media analyst is a new role. So have a look.

Social Media Strategist for a university in USA

TO SUM IT UP: A social media analyst works for a company, any company that uses social media networks in some way.

He/she looks at HOW people interact with facebook, twitter, myspace and others.

BASED ON THIS: he/she comes up with trends and conclusions.

TRENDS: are used as a means to achieve different ends, depending on the given organization.

The data is USED STRATEGICALLY AND CREATIVELY for coming up with a plan to help the organization achieve what it wants.

FOR PR/MARKETING COMPANIES:

If the company is marketing a brand such as PEPSI, it might want to promote awareness and get more fans on its facebook page. Analysis of facebook user patterns will help the company and Pepsi to target specific groups; interact with fb users more or on a different level; come up with ways to engage people and get more exposure.

FOR MEDIA AND PUBLIC SECTOR COMPANIES:

If the social media analyst works for a media outlet such as Sydney Morning Herald, it might want to make sure that the reputation of the newspaper stays intact or that journalists know how to use social media in their work. Analysis of twitter will help journalists tap into a rich informational data base and help them utilize the tools of twitter to find sources or spread information correctly.

So that’s all I can say for now.

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