When Twitter Goes Bad: Copenhagen Leak and the Power of the Press

Twitter is on fire this morning with folks crying foul, claiming a secret agreement between the world’s biggest nations to DRASTICALLY reduce CO2 in the atmosphere by 2020 (yes, 10 years from now) is screwing developing countries.

First of all, all of this was caused by documents leaked (aka, backstabbing) to the Guardian. The Guardian then puts their “little guy is screwed” spin on it, and everyone on Twitter mindlessly Tweets and retweets the basic opinion of this publication.

Here’s the problem: I’m willing less than 1% of these Tweeters have actually read the documents. If they had, they would see the strongest commitment yet from industrialized nations to reduce not only emissions, but carbon IN THE ATMOSPHERE.

Granted, there’s some real issues here about agreements behind closed doors, and inequities in emissions levels. But this isn’t my point. My point is that this is a clear example of how microblogging can be a mob, with participants daily just looking for something to say on issues of importance. Few, my guess, are giving this much time, research or thought.

This underscores an important, often missed point about social media: the real viral buzz is often started not by self-professed social media experts, but by traditional press online. They still wield disproportionate power, reach and credibility. Any social media expert that isn’t also a seasoned media relations expert is giving you only half of the equation.

On the flip side, it’s great news for companies to propagate positive messages, but with a word of caution. If you fool the mob, they will find out…then turn on you like a pack of wild hyenas.

So…consider what you say in your 140 characters very carefully. Go ahead an start a fire of global proportions, but beware the backdraft or you will get burned.