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Shel Holtz
Communicating at the Intersection of Business and Technology
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Twitter surges: Coming soon to an organization near you

During last week’s horrific events in Mumbai, the Indian government issued pleas for people witnessing events to stop using Twitter to provide instant news updates. Reports even suggested that the government had reached out to Twitter to block any updates that might provide the terrorists with information about the movements of counter-terrorist forces.

While scores of blogs have remarked on Twitter’s real-time role in the Indian crisis, few have examined the problems users of the service caused security forces attempting to end the siege.

Over the past couple years, the downside of “real time” has been displayed over and over again. When a problem with a JetBlue landing gear forced an emergency landing after several hours circling Los Angeles International Airport, passengers on the plane watched news coverage of their predicament on the televisions mounted on the back of each headrest. By providing real-time TV, the airline lost the ability to manage the message the flight crew might have preferred to deliver to passengers.

But the Indian government’s appeal to curtail Twittering—along with the later revelation that the terrorists carried Blackberries to monitor world reaction—highlights the fact that evil people will find uses for good tools. Twitter and its peers will have to grapple with questions about whether to comply with such requests in the future.

Perhaps the world has grown so accustomed to envisioning terrorists living in Pakistani caves that it’s hard to imagine they might be sophisticated in their use of technology. After the events in Mumbai, though, any police or military strategy for responding to a terrorist act must now factor into their planning the assumption that the bad guys are watching their every move.

The tweets of the person on the street, behind the barricades, probably would provide more than enough intelligence to inform the terrorists’ next moves. But it’s just as likely that a conspirator is mingling with the crowd, tweeting under an account the terrorists are following on their mobile phones. And Twitter isn’t the only tool available. Qik, for example, would allow those holding hostages to watch real-time videos of police activity.

These thoughts occurred to me only over the last several days of following news reports on the situation in India. Terror organizations that distribute Blackberries to their operatives have clearly been thinking about it for some time.

I haven’t heard a proposal for how to deal with this potentially fatal disclosure of information. It’s a case of technology advancing faster than society’s ability to assimilate it into planning for all potential situations. It’s the dark side of the transparency technology has imposed on everybody.

Some may react like the movie industry has to BitTorrent: As long as some people are using it to commit the crime of copyright violation, the MPAA has reasoned in legal proceedings, the entire system should be shut down. Shutting down microsharing sites like Twitter and Qik, though, is not just impractical, it would be futile, since countless such services could replace them (like Jaiku and Plurk for texting, and Livecastfor videocasting), and new ones could be set up in hours. Terrorists could even build a secure Twitter-like environment using Laconica—and may already have.

Fortunately, I haven’t seen any calls to terminate Twitter or other microsharing services.

While security agencies rethink their strategies in a world where their enemies have instant access to information about their movements, the far less dire consequences of of real-time communication should be on the minds of business leaders. If terrorists can use Twitter, so can your company’s critics and adversaries.

The tweeting of breaking news, from tsunamis to terrorist attacks, has become common, but the recent flare-up over a Motrin video to which hundreds of mommy bloggers took offense is the first significant Twitter surge focused on business of which I’m aware—and that was kicked off by a single individual’s tweet weeks after the video first appeared. Before this, Twitter had been used to shine an unwanted light on business, like the time former Yahoo employee Ryan Kuder used Twitter to chronicle his last day on the job after being laid off. We can expect more Twitter surges focused on company behavior.

And it will get worse. Labor union campaigns using Twitter are inevitable. The United Food and Commercial Workers Union wasted no time capitalizing on tragedy by using traditional media channels to condemn Wal-Mart for inadequate preparations for the 5 a.m. Black Friday opening its suburban New York store, resulting in the trampling death of an employee. Wal-Mart had already issued a statement listing the precautions it had taken, but those facts would have been obscured had the union launched its campaign on Twitter, mobilizing its members to flood the service with a hashtag like #walmartdeath.

Like so many others, I love Twitter and other microsharing services like Qik and Utterli. But it would be just plain foolhardy of organizations—from anti-terror security agencies to corporations to nonprofits—to fail to incorporate into their communication strategies the likelihood of a critical Twitter surge targeting their activities.

Comments
  • 1.I think the government asking people to stop tweeting was itself a rumor. I was following the event on Twitter and the guy who posted the message did not give a link nor his source.

    Preetam Rai | December 2008

  • 2.Like Preetam, I also read that the Indian gov't didn't actually ask anyone to stop tweeting.

    I wonder whether the answer is to do the opposite, which would also address the co-conspirator in the crowd: flood these channel with disinformation, making it impossible to tell which is legit and which is false.

    At the same time, security organizations should consider the possibility of disinformation being posted by the bad guys.

    It all goes to point out the problem of instant news without analysis or context. I know everyone touts the lack of filters, but I think some of those filters are still useful.

    Jeffrey Levy | December 2008

  • 3.I have read that the reports of the government asking people to stop using Twitter, and reaching out to Twitter to block tweets related to the terrorist attacks, were false, but haven't seen confirmation one way or the other. The reports that the government HAD made such a request were reported by ABC, ABC Melbourne, and the BBC.

    Whether they did or didn't, however, seems academic to me.

    Shel Holtz | December 2008

  • 4.CNN reported it as a rumor, but I agree it's academic at this point.

    The fact is that there's no way of knowing, which speaks for the need for governments to put clear, official stakes down in social media channels. Granted, I don't think it would be wise for a government source to try to quell a torrent of tweets, but having an official Twitter presence would have helped in case India's or Mumbai's municipal government wanted to use it to distribute information.

    Jed Sundwall | December 2008 | San Diego

  • 5.Well, it's *all* academic, at least right now. I have been thinking alot about what this means for crisis communications.

    Maybe a better question for all the smart people to be talking about is--what would YOU do if you were the Indian government? What is the groundwork that would have been useful? How do you bring these new tools into the communications mix? It's important to remember that social media is part of a broader communications plan--with likely a single resource stream.

    One critical competency is at least familiarity with the social media landscape. There is always another cool thing, but the time to learn the tools is not during a crisis. Monitoring search.twitter.com is a great way to see what is bubbling up in importance. Having an account(s) isn't a bad idea. How would an organization actually USE the new tools?

    The next challenge, and this is harder, is to figure out what it means for @Jed "governments to put clear, official stakes down in social media channels." Is it more important for a government to tweet than to feed other media channels? If you haven't been in a warroom, it's easy to say--"but of course you should tweet, too" But all activities have opportunity costs. There are finite resources and decisions need to be made about optimum deployment.

    So, if CNN is monitoring twitter (and treating each tweet as if it were at least very likely to be true), can government monitor CNN and be mostly done? CNN--and her sisters--is prime for a hoax, either as part of a terror plot or for another nefarious reason. How does this effect attempts to get out accurate information? Safety information? Should government throw into the twitter stream? Would an rss feed to other resources on websites work? Other options?

    When I read that 110K people viewed pictues on Flickr from Mumbai, I can't help but see that as a small number. We need some research regarding the reach of these new channels. Are people primarily turning to radio and tv for instruction? How are local alert systems, especially SMS, being used? Can these new channels be another relay?

    Again, working this will take smart people mapping out real-world situations--from public communications to law enforcement and safety issues--and figuring out how best to resolve.

    Thanks, Shel, you do a nice job broadly outlining the risk. I look forward to further thinking and exchange.

    Gwynne Kostin | December 2008 | D.C.

  • 6.Shel, I was following an account called "Mumbai Attacks." It was providing fairly consistent updates. It then said that it was going to be unavailable for a period of time. And it wasn't heard from again. I thought that was odd, but maybe somebody got to them and shut them down?

    Alice Kottmyer | December 2008 | Washington, DC

  • 7."the airline lost the ability to manage the message the flight crew might have preferred to deliver to passengers."

    Poor JetBlue lost the ability to feed their passengers a bunch of lies. Oh, I feel so bad for them.

    John Crosley | December 2008

  • 8.I do not think if anyone will be able to stop Twitter. Twitter just happens to be one of the tools.. With the technological advancement, people will have a way of communicating instantly which obviously will have its pros and cons.

    Ozzy Robin | December 2008

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