by Crystal deGoede*

Razzle.com

We all rely on mainstream media to tell us what is going on in the world. We trust the credibility of traditional news as an authority and we expect that at least 95 percent of what they report is the truth. It’s also no secret that the bulk of social media relies on traditional media as the source of its content as well. (Citizen journalism, in the form of breaking world events, is the exception not the rule, but even that often overlaps with traditional media.) I have to admit that I use social media during the day to get a quick glimpse of headlines from the traditional media outlets that I follow – and I am sure that I am not alone.

So, why are more traditional media outlets getting their “news” from social media lately? Social Media is fast and cuts to the chase (only 140 characters), but most of the time we have to wonder if what we are reading is even true (assuming we’re reading what we’re about to tweet or repost in the first place). And with the media landscape changing, it is understandable that mainstream media would want to remain the go-to source. But at what price?

Last Thursday was everyone’s favorite holiday, the one day that you can call your parents and tell them you got married in Vegas, “Aprils Fool’s Day.” We saw many large, well-known organizations joining in with their own pranks, such as Google, changing its name to Topeka, and McDonald’s, going along with a post by Grist, an environmental news website…

Grist announced that McDonald’s would no longer continue its worldwide composting initiatives after a University of California-Berkeley scientist discovered that none of the items on the menu would compost – complete with a photo seemingly depicting a year old “Happy Meal” still relatively fresh. What makes this story interesting is that the news began to spread across social media as if it was legitimate. All of this began with a blog post on March 3^rd by Joann Bruso, wishing her “Happy Meal” a “Happy Birthday” and that lead to Grist’s April Fool’s prank. The question is how or why did a New York Times writer tweet the story?  (Check out a recent Fast Company article to see how the story plays out.)

In an effort to keep up with the ever-changing media landscape, do you think traditional media outlets are cutting corners and not checking their facts? Or are they just trying to stay hip – proving they’re in on the joke? It is funny how six months ago studies showed that people tweeting and updating in social media were using content from mainstream media sources and I still find that true. But are we all becoming so gullible and wrapped up in the “I want it now” lifestyle that we are making short-cuts in order to be the first to report?

I am sure you all remember the breaking news last July that actor Jeff Goldblum was dead. Many popular news organizations actually printed, and ran with the story for a couple of hours even though they found it online and the reports weren’t confirmed. I place a lot of trust in traditional media, as I am sure most of you do, and I always will; accidents happen and people post without understanding the repercussions and without scrutinizing the facts. No matter if we are a major news journalist or a back office tweeter, can we ever know that something on the Internet or printed in the paper is completely true? Not unless we are willing to get the hard-facts, do the research, and spend hours verifying every source.

As major news organizations, journalist, and mainstream bloggers they are trusted by their publics and their credibility depends on “getting the facts right” and producing quality stories. And as news consumer don’t we have an obligation to educate ourselves and help ensure accuracy before passing the information along? Shouldn’t the media and its audiences work together to create a certain standard of news and then hold each other accountable when it isn’t met? Then again, perhaps, “quick and easy” and “check the facts later” are the acceptable standards.

So, do you think mainstream media is trying to keep up with the fast-paced world of Twitter, Facebook, and other forms of social media by using content they find on the web?  Do you rely on traditional news outlets for the truth? Share your thoughts with the readers with BurrellesLuce Fresh Ideas.

*Bio: After graduating from East Carolina University with a Marketing degree in 2005, Crystal DeGoede moved to New Jersey. In her four years as a member of the BurrellesLuce marketing team and through her interaction with peers and clients she has learned what is important or what it takes to develop a career when you are just starting out. She is passionate about continuing to learn about the industry in which we serve and about her career path. By engaging readers on Fresh Ideas Crystal hopes to further develop her social media skills and inspire other “millennials” who are just out of college and/or working in the field of marketing and public relations. Twitter: @cldegoede LinkedIn: Crystal DeGoede Facebook: BurrellesLuce