Did social media predict a riot?

The dust is yet to settle during the current riots, but many commentators are already citing the disruptive role social media channels have played in mobilising those involved in causing the mayhem.   The picture however, is complex and to try to apportion blame, we need first to understand the opportunities as well as the problems provided by social media in these situations. 

Twitter & Blackberry messenger

Twitter and BBM have both been named as the key channels used to recruit groups of disaffected youths across the capital, urging them to take part in the riots.  One of the London Mayor’s aides, as picked up by the Daily Mail, believes BBM should have been shutdown.  Perhaps a simplistic view of what is ultimately an enormously complex societal problem.   Also, if BBM and wider social channels are as responsible as is being suggested, then other sites would quickly replace BBM as a key communication source if it were to be shut down.   This approach also renders the many thousands of people using the tool daily for business and genuine personal use, unable to use their mobile devices in this way.

In any case, RIM has now announced that it will work with Police to help find those responsible.

What is also emerging now, however, on a more positive note, is the power social media has played in galvanising those Londoners wishing  to help with the clear up operation.

It’s too easy to blame social media

Social media is an easy target for those looking to pinpoint the blame of societal and cultural problems on mass communications, of course this doesn’t paint a true picture of the actual issues at play.  The same newspapers commenting on social media’s negative role with the London riots were quick to proclaim social media as a source of positive change, earlier this year, during riots in Middle Eastern countries, such as Egypt and Bahrain. 

Whilst it’s fair to say social does allow rapid communication amongst communities and influential groups, this in itself can’t be attributed to the cause of the unrest.  Historically, those looking to mobilise groups of people to action have always used the most effective communication tools of the day, be it radio, TV, print ads or phone networks.   In a marketing context, we see it every day with brands reaching consumers, or more pertinently, consumers using it to voice their opinions, to affect positive change and to get things done. 

Police use of social media

Currently, there appears to be a disconnect between those using social media to drum up support for rioting across London and those trying to police and prevent it.  The Drum reported today that the Police are currently not effectively tracking the social media activity of the rioters.  This is a significant part of the issue. 

Actually, what social media channels do for the Police is give them an instant way to track conversations, to understand how rioters are communicating, and in some cases perhaps get insight into those behind the problems.  Social conversation is far easier to track and monitor than other communications channels.  

It’s good that the role of social media is being scrutinised but there also needs to be acceptance that it can be a force for good, that not only does it allow people to come together for negative activity but can recruit those looking to help.  Social channels also provide an instant way to disseminate news and imagery, to share with wider society the problems we are facing, which can only be a good thing.