Who are you going to believe?

The power and usefulness of the social media have been firmly established, but its effects can be negative as well as positive – and even both at the same time. The sheer ease of communicating and the quickness of the responses mean that the content you read can either reliable or unreliable. 

Many people believe that anyone can become a journalist just by having his own website or social-media account. In reality, becoming a true journalist requires studies in mass communication or related subjects and the acceptance of a reliable news agency or other dependable source. 

Bloggers have no such backup. They are usually freelancers who present their personal views, and anyone who shares their interests and opinions becomes a follower.

Such communication media have become distorted because they’re used as a tool in marketing strategy. The trend began with online reviews of skin cosmetics and then extended to other products, including technological gadgets. 

Because blogged reviews generate such quick responses and are so easy to find online, the writers are able to earn money. The more visitors to their sites, the more customers they find for the product. Soon we were witnessing “viral marketing”, with popular items or famous presenters being forwarded in e-messages by the millions.

The mutual benefit to broadcaster and manufacturer is obvious, and if the recipient likes the product, so much the better. 

But today’s consumers are more savvy about what they want, and they’re more in control over the communication. Marketing online is thus becoming more of a challenge. 

So we need to review how information is conveyed and absorbed online, especially if thorny political issues are involved that could fuel anger and mass protests.

Bloggers have never had clear boundaries. I believe they should be classified as “writers”. It’s crucial for them to present valuable content if they’re to be accepted and followed. So bloggers are no longer different than writers in print whose work is also offered online and in e-books.

Journalists, in contrast, are bound by a clear framework and professional ethics, requiring them to provide accurate information in a fair manner. Advances in technology might change the way their information is presented, but the ethics governing the content remain the same.

At the same time, we all share the responsibility to be ethical and fair. Tweeple must take care in what they say and forward to others. They must not use other people’s information or modify it without permission. 

Ask yourself this the next time you see something online from an unknown source: Should you pay any attention at all?