The power of
social media in
~ Media and PR perspectives
Digital media training
The power of smartphones
43M mobile subscribers
200M active users
550M active users
600M active users
1.3B active users
16M in Malaysia
100 hours of video
uploaded per minute
Cute pics of pets = Pass-along value
Puppy killer video goes “viral”
Characteristics of “viral video”
1. Acceleration: Speed wins.
2. Amplification: A small issue
appears bigger than it is.
3. Authentication: Or lack of it. If it
seems real people pass it on.
(Some users increasingly fast at
How it can go wrong: Poodle cruelty
The wrong men identified
Internet: Friend or foe?
Media reports on “viral videos”
Good news, get it out fast
Bad news, get it out faster
Reactions in a crisis
Defensive – take it
Deny or lie
Deflect – taichi,
play blame game
Accept – that it has
Acknowledge – to those
affected, media, public
Assure – show you care,
Apologize (if you have to)
and be specific, express
regret, suggest remedy
ACT – assess your allies,
plan your action, act out
• REPUTATION: Video is going to impact your work in
profound ways. A single video can damage your reputation
and spread like wildfire. Be prepared to respond.
• PERCEPTION: The perception of the public, how people
view what you do, is just as important as what you do.
Invest in training for PR skills, video skills, crisis comms.
• SOCIAL MEDIA: Plan and setup a social media presence:
Facebook, Twitter, Instagram, YouTube, Vine. Use your
social media channels to engage and provide feedback
with your constituents, followers, fans, stakeholders
• ALERTS: Provide alerts and warnings through your Internet
presence + email and WhatsApp.
• LEARN APPS: Take and post photos and videos daily --
useful skills to know.
Fireman saves kitten
“The greatness of a nation can be
judged by the way its animals are
treated” ~ Mahatma Gandhi
Trinetizen Media trains journalists and PR executives on the profound impact social media and the Internet is going to affect their work, their personal/social lives and their ability to be productive individuals. We also train senior management on crisis communications and how to deal with the public and the media when faced with incriminating video or a crisis triggered by social media.
The phone has become an all-encompassing and empowering device. It has subsumed everything we use to use the watch, the alarm clock, the camera, video camera, many apps on your desktop. In all their form factors, phone/tablet/phablet have become the most important media device to everyone. Does anyone here have a teenage children. Want to know how important it is? Just take a device away from a teenage daughter for one week, or even a day.
Smartphones have more memory capacity and calculating speed than the computer systems that were used by astronauts, and ground control, to guide them across 356,000 km of space from the Earth to the Moon and return them safely.
Yet the majority of us, use it to play candy crush.
While they’re not playing games, many people have become quick on their thumbs to record videos and take photos. In the media line, we call this citizen journalism or user generated media. Everyone NOW has the ability to perform an “act of journalism” – shoot an accident, or in this case a drowning or an incriminating video. This has turned the media business on its head where a few controlled the mass media, now we have masses of niche media competing in the same space.
Cameras in your pocket, wearable, air, underwater, on the backs of animals.
Tim Pool, a journalist VICE media, he shoots street protests and streams it live on the Internet which brings a realism to the news
Cameras are going in the air, on quadracopters shooting scenes from above – eg. Destruction Gaza.
GoPro cameras are going underwater and available to casual divers and show us perpectives of animals like we have never seen before. Put cameras on the backs of animals like whales, doplhins and sharks.
Of course mobility allows us to cameras on the back of animals to see their perspectives – in the case the owner wanted to see the fastest way to the beach and put a camera on his Labrador.
43m mobile subscribers in post-paid and prepaid in Malaysia – 40% are smartphones.
Social media is growing at exponential rate -- so many ways to share – privately in a closed group of your old schoolmates on Whatsapp, or publicly on Facebook or YouTube.
Humour and animals/babies are universal. Tied together they become memes -- everyone can relate to, everyone can engage without fear or repercussions, everyone can share it and pass-along. If it is funny, sad, inspirational or shocking.
On the opposite end of the spectrum are negative videos that solely meant to shock – everyone has an innate sense of justice – when we see cruelty or an injustice or someone being wronged, we are more likely to react, to share, to pass-along in the hopes that something will be done about it. Clay Shirky says social media has dramatically made it easier for us to find each other but also to be scrutinized in public. A group can form quickly online.
I don’t like the word Viral Video. My reasoning is a viral video is not Ebola. It’s not a common cold. Viral speaks of infection, negativity. You unconsciously give someone a virus. But with videos you share online it is a conscious decision – sometimes a stupid decision all the same – but you do it with a motive. “This has value, lets pass it on”. I prepare if we call it shareable – but I know that’s never going to stick.
Videos can be very emotional – and fire people into action.
Tan Leong Seng, left, the owner of a restaurant in Melaka Raya, saw his business experience a sudden increase as curious people thronged his shop to catch a glimpse of him. The address of his Yong Peng fishball shop had been posted on Facebook as that of the poodle abuser. Businessman Johnson Kang, rights, claims he received more than 130 calls with some threats to kill him for allegedly abusing the dog. The calls started coming in after someone created a Twitter account with his phone number under the name of an individual believed to be the one who had abused the poodle called Sushi.
The Internet is often described as double-edged sword. But I think this is a troubling definition. It is too simplistic. We don’t live in such a dualistic world, it suggest an adversarial either/or dichotomy, us vs them. I see the Internet as a Swiss Army Knife. Yes, you can kill someone with a Swiss Army Knife but more often than not a Swiss Army Knife is used to do good. It also suggests the diversity of the Internet and so the world that is in the Internet. The Internet’s capacity as a force for good far exceeds it’s darker side.
Videos of stray dogs being captured and injured by council stay make their way to YouTube. Anything can and will be filmed against you. Remember that everyone has the ability to perform “act of journalism” no
Media will report on videos that go “viral”. “Institutions will try to preserve the problem to which they are the solution.” — Clay Shirky
Dog saved from highway, police and firemen work with animal rescuers to save dog on busy highway. Traffic was brought to a standstill as animal lovers, traffic police and Fire and Rescue Department officers rescued a dog trapped on a road divider along a busy stretch of Jalan Ampang. The rescue operation at 9pm on Thursday was initiated by Malaysian Dogs Deserve Better (MDDB) after a student posted about the dog on the group's Facebook page. The black female dog, estimated to be about a year old, had apparently been living amongst the shrubs on the divider leading to the DUKE Highway for the past month and is believed to have survived on rainwater, grass and leaves. Ampang traffic police chief Asst Supt Ismail Ibrahim said the police helped because it was everyone's responsibility to help animals in trouble. “Animal appreciation here is still lacking as opposed to some other countries and because of this, each and everyone of us needs to play a role in helping a needy animal regardless of whether it's a cat or a dog,” said ASP Ismail. MDDB rescue coordinator Irene Low thanked the police, firemen and individuals who went to the location after an appeal was posted on Facebook.
Defensive - take it personally, Decline to comment, deny or lie, deflect - taichi, blame game, downplay. Accept Acknowledge Assure Apologize, specifically, and ACT. Don't wait until a video pops up online that shows you in bad lights
Be prepared to respond to viral videos. Invest in PR skills. If you don’t to speak to the media it will hard to get empathy for your side of the story. Social media visibility is very important – it is where the fish are. Fish where the fish are. If you want to gain publicity for your cause, the Internet is the way to go. Alerts – use social media to warn people of a dog capture exercise. Learn Apps.