A few months back, BBC America ran an episode of “That Mitchell and Webb Look” featuring a sketch about two newscasters relying a little too heavily on viewer e-mail comments to supplement their reporting.
News Anchor #1: “Details are sketchy, but reports are pouring in from around the world of vast metallic crab like creatures laying waste to all they encounter.”
News Anchor #2: “So, a massive and unstoppable alien attack threatens the earth. What’s your reaction? Are you offended by the end of civilization as we know it? What’s your perspective? Maybe you live on earth, or know someone who does? How do you feel about it? E-mail us on your thoughts on your eminent molecular evaporation at bbc.co.uk/emergencyapoclapse—all one word—and let us know.”
As I watched CNN’s coverage of Hurricane Gustav this past weekend, I couldn’t help feel that I was watching life imitate art.
The network—apparently realizing that viewers were likely getting bored watching the same weather map and evacuation images over and over and over—started begging viewers for e-mail comments, photos, Twitter messages…whatever they could spare to help CNN pad out their thin offerings.
While some of the viewer comments were insightful, others just felt like filler and made CNN look like an under-budgeted Podunk local affiliate trying to cover an international event.
Simply put, interaction can’t replace real content.
Don’t get me wrong. I love audience interaction. Here at Chief Marketer, we’re in the process of revamping the whole shootin’ match to offer oodles of ways for you to tell us what you think. But that doesn’t mean we give up on offering you solid coverage of the events and issues of the day.
Social media offers a great opportunity for everyone to become part of the reporting and communication process. But is opening up the editorial gates to everyone a risky proposition when it comes to quality and integrity? What do you think? (And yes, I winked as I typed that last line.) Let me know at [email protected].
Related articles:
Mind Your Messages: In Online Media, Content is Still King
Give Content a Chance: Why Smart Content is Smart Marketing
User-Generated Video: For Advertisers, Volume Doesn’t Equal Quality
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