Social Media and Tragedy: What BlogHer Does and Why
72 hours ago, I was working from home and saw my first tweet about the the Boston Marathon bombings. Only I didn't know it. The tweet was commenting on a Boston Globe reporter posting a picture of an explosion and saying "we are doomed." From my media-obsessed perspective, I actually thought it was a commentary on the Globe being sold.
Within just a minute, I realized I was wrong, and that something horrible was going down near the Boston Marathon finish line. In just moments, there were photographs and on-the-scene comments flooding Twitter. A few minutes later, I went to BlogHer's internal company chat app to alert our social media team that we needed to prevent anything that was unrelated to this incident's going out via our social tools. When I got there, I saw that our social media manager, Diane Lang, was one step ahead of me and already on it.
Sadly, we had gone through these motions before. Less than six months before. Because of Newtown. And two months before that, as Sandy ravaged the East Coast. And before that. And before that. And before that.
When disaster and/or tragedy strikes, BlogHer makes this call: Discontinue any scheduled or auto-sharing; discontinue unrelated tweeting, Facebooking, pinning, plussing, and more. Including BlogHer.com headlines from all our many topic areas. Including promotional sharing for brand campaigns. We shut it down. And when we shut it down, we alert every BlogHer employee that we've done so, so every individual can be mindful about what they choose to share themselves.
All that said, we have not defined a hard line of when an incident crosses over from something we are reporting on into something for which we come to full stop on everything else we are creating and sharing as a company. I can't imagine trying to write the guidelines that would draw that line, trying to put a number on sufficient loss of life, trying to create a scale of sufficient damages.
What we have found, though, is that it is easy to figure out when an event has become the center of our community's attention: the power of the social web will always be about listening, not just broadcasting. And at BlogHer we feel a deep responsibility to that listening. You don't need an incident to become a trending topic to see that it's consuming your community's mental and emotional bandwidth.
So we step back and shut things down. And then we listen, we watch, we do our own reporting, and we wait. But mostly, we listen . Until we feel we can start to turn things back on. After Newtown, we stayed dark on unrelated topics for almost two days. There are no hard-and-fast rules, except to review the content we are about to promote in the context of the mood in the community: Will our non-news social media content be welcome? Are people ready for other conversations?
We don't want to be the organization blithely talking about children's crafts, while our community waits to find out how many children have been hurt or lost in a school shooting. We don't want to be the organization promoting a great deal on athletic gear while our community waits to hear from their friends and relatives at the marathon. Unfortunate topic collisions such as these are every social media programmer's worst nightmare. And, often, the community that witnesses these clashes will speak out, turning their sights on easy things to address -- the unaware and tone-deaf social media users alike -- when the rest of the world feels impossible to manage.
I understand this reaction. I have felt agonized watching social sharing continue, seemingly oblivious to real-time events. But I try not to jump to conclusions, and I try not to add more negative energy into my social space when we are already struggling.