As the story of Michael Brown and the ensuing conflict and mounting tension between citizens and authorities in Ferguson, Missouri continues, it seems social networks have been either flooded with the story or left on the sidelines.
This incident paints a rather vivid image of how people connect and engage with certain networks. Maybe some issues just feel out of place whereas others blend naturally in.
Twitter has seen high activity of people sharing their thoughts, feelings and documentation of the events. While on Facebook, it has received far less attention – an alarming lack of activity in some regards.
This is by no means a reflection of the event itself, but really demonstrates and cements the belief that Twitter is first and foremost a news source and a place for people to gather and discuss world events.
It has been fairly well documented how Facebook seems to be absent of activity regarding Ferguson. Other networks as well seem to have content about everything but Ferguson.
This is a very important lesson for digital marketers everywhere. Each network has it’s own purpose and personality, and not everything will translate well across multiple platforms.
It’s really up to users to how they want to use a network, and that in turn will define it. Facebook lends itself very well to aggregating the news and opinions but Twitter seems ripe for more debate and sharing of news stories.
A story of this calibre feels like it should be plastered and talked about in every corner of social media. Instead, it was mainly concentrated to one area, which of course just happens to be one of the giants of the industry.
What events like Ferguson prove is that Twitter is the home to important news stories, opinion and discussion.
Social media is the tool to make build awareness and share stories. Why some work better than others is really just based on the user and perception.
It might be upsetting to some to see what was being shared on other networks while Twitter was full engulfed in the Ferguson situation, but by no means are users responsible for this in any way. Every big story finds a home somewhere in social media.