“Negative conversations ride x10times faster than Positive” – Author Unknown.
With respect to the above fact which indeed is very true, lets measure the Social Media on this ground. After all, what is Social Media, it is people again and how people are in real life, its very likely that they are the same on their Social Accounts.
How something gets viral? It begins with a news about something or someone, most comes out of rumor or a newsroom. But whilst that happens, Social Media Junkies are all over it and hence viral is viral in no time, without the discretion of whether something deserves to be viral or not. Once in line, it will surely go all the way. No stopping at all. And when I say no control, I mean absolutely no one can control it across all Social Media platforms especially “twitter”. Thus, negative or positive, if it started floating, it will only come down after at least 24 minimum hours.
Below shown is the posting trend taken from facebook & twitter collectively when something BEGINS to go viral:
No matter whether the trending is of a subject, a person or even a news, the above trend chart just takes the sentiment from people and immediately begins measuring as soon as the posts are in a few hundreds/thousands & ranges upto the next denomination which generally represents millions & in rare cases billions. As we can clearly see that the things with negative sentiment have an almost straight pattern, is the clear indication of how negativity spreads quicker than anything else.
Why? This is majorly because of the thick competition which exists in the world now. For eg. I never knew what my cousin was doing a few years back but now when I see him on my facebook timeline, it gives me goose bumps, my mind automatically gets into a competitive mode and I start thinking of something which I can post to beat him. Yes, I know this doesn’t happen with every post or every person but come on, admit this, that we all have direct & indirect competitions in our lives and by whom we are affected on daily basis. And that’s how complex it can get while the upward trending is on for the first 24 hours.
-The measurement of sentiment is extracted easily as by reading what is written, tough posts are when people start using sarcasm. And that’s where every analysis can fail. #JustSaying
As soon as something picks up the viral status, it is calm down with a trend as well; below chart explains the downward trend of a viral situation:
Are things clear now? If not, here is the explanation: Negative subjects don’t calm easily, they travel from one nation to another, one continent to another and it doesn’t necessarily follow the above trend because it completely depends upon the gravity of the situation: For eg. “Earthquakes” a negative situation/a natural calamity, doesn’t stay for long and falls quickly. However, news on Justin Bieber and Selena Gomez will not wash away quickly. Its ironic how the above two examples have no correlation between them, yet when it comes to trending, they fall in, in opposite trends.
The simple summary is now-a-days people don’t care about global warming, earthquakes etc. The paradigm has shifted towards financial situations, scams, celebrities, presidential statements, influential people. This shift has happened because we are able to see what is the other person doing. The world was at peace before, now its not. We have started the war ourselves.
Social Media Today is extremely crucial but at the same time there is an overdose happening which cannot be controlled.