Arianna Huffington: Virality Uber Alles: What the Fetishization of Social Media Is Costing Us All:
"The campaigns can sort of distract reporters throughout the day by helping fuel these mini-stories, mini-controversies," said the New York Times' Jeff Zeleny. Mini-stories. Mini-controversies. Just the sort of Twitter-friendly morsels that many in the media think are best-suited to the new social media landscape. But that conflates the form with the substance, and we miss the desperate need for more than snackable, here-now-gone-in-15-minutes scoops. So we end up with a system in which the media are being willingly led by the campaigns away from the issues that matter and the solutions that will actually make a difference in people's lives.
Someday, historians will likely look back at this virality-uber-alles age and wonder what we were trying to accomplish. The answer will be: not a whole hell of a lot. Our times demand a much better response. All these new social tools can help us bear witness more powerfully or they can help us be distracted more obsessively.