Today brings the Twitter scandal chapter of Representative Weiner’s life story to an end.
I think most of us are thankful that it’s done. For many of us, this has been a combination of a train wreck in slow motion and a horror film where you keep shouting at the characters “don’t do that” and they do it.
For me, this has been something I track closely because of how it’s at the crossroads of the two major areas of my work: crisis management and social media. In a way, this has been the biggest issue at that intersection to date.
Now that the chapter is closed, people will start the process of figuring out what happened. There is a lot to review and analyze.
One question that’s already being asked and answered is how much of what happened is because of this “new” element, Twitter. Greg Sargent over at the Washington Post tackles that question calling Weiner “Twitter’s first major political casualty” and talking about how he thinks Twitter made this episode different.
He focuses on two major things that he things makes this different. First, he talks about how the newness of the technology (to Weiner) led him to try and “undo” his action in a way that only caused the story to go more broadly. Second, he talks about how the nature of Twitter enabled and encouraged an obsession with the story unlike any other. Because of these new elements, he declares this the harbinger of a new, darker world. He notes: “But this episode also showcased and encouraged a new kind of hyperkinetic, Twitter-fueled pack journalism that at bottom was very, very ugly to behold.”
Is he right about that?
I say no, not really. Yes, there are differences, but these are differences of degree rather than kind. At the end of the day, what drove this crisis are two things that always drive the hottest and least successfully managed crises: a cover-up and lying. These actually underpin, respectively, the two main points Sargent calls out.
Weiner’s first attempt to manage the situation was to try unsuccessfully to delete the Tweet. That action helped set in motion the whole chain of events. Attempting to delete the Tweet is fundamentally no different than shredding documents or silencing witnesses (which he also tried to do). It’s old fashioned cover-up. All of these are attempts to make it appear that which happened didn’t happen. As I said regarding another Twitter-driven crisis, the wise words of H. R. Haldeman from Watergate days applies: You can’t put the toothpaste back in the tube.
The “the weeks-long journalistic obsession with his lewd acts” which Sargent describes ultimately is the result of the role of his lying. Weiner first created a lie that failed the plausibility test and then later failed to disclose all the information that the public wanted to hear. He committed both outright lies and lies of omission. Crises that play in the public space that have either or both of these elements always take on a life of their own fueled by the desire to find what’s being hidden. Humans love a challenge: once the media (and I include mainline journalism and Twitter in that) believes there’s hidden information it becomes a challenge to be the one who finds the prize first. Social media speeds up the sharing of information that enables better and faster cooperation as the Cooks Source case demonstrated. But technology is just an enabler and facilitator. Behind it is the role that lying plays in driving a quest for the truth that can seem obsessive at times.
On a side note, lying played an additional role in the situation. The fact that Weiner managed to convince others to parrot his lies for him for a week only compounded the situation by turning those allies against him once the truth started coming out. The ancient rule of “Fool me once, shame on you. Fool me twice, shame on me.” applies here. As Sargent’s college Jonathan Bernstein writes,Weiner’s duping of his colleagues made the situation worse, leaving him no allies here at the end.
Sarget’s right that this situation had new qualities. Twitter was a prominent part of the story. And the media landscape against which we operate today is faster, harsher, more brutal than it once was. But the fundamental dynamics, principles, and issues really aren’t much different than they were in the Watergate years. The key differences are that more than two people broke open the story in about three weeks rather than two years.
The lesson for those of us in crisis management is that social media takes the classic rules and speeds them up. You’ll need to adapt your tactics appropriately, but the strategies ultimately remain the same.
[Updated: Corrected “Cooks Source” which was erroneously entered as “Cooks Illustrated”]