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I think 'scapegoat' is the perfect word for this. Have I seen my share of bashing online be it forums, Twitter, Facebook, etc? YES. We ALL have. Now, usually a reader of the bad comments can usually pick out a valid statement vs. a potshot jab with no backing. Now, I know its difficult to convey a sense of tone in typed or printed text. Some folks can do it, but some of the blowhard folks that utilize the technology to cut down a track/event/driver, dont even attempt to tactfully construct their opinion to bring their thoughts forward in a way that the reader can take their words for what their worth.
I hate to jump on my high horse, but I feel like I do a pretty good job at conveying my opinion most of the time. I had a pretty in depth analysis review of the Indy Invitational for example, that not only was constructive should the promoter read my thoughts, but also helped (I hope) shed light to those who took to the web before the heats were over with their unhelpful banter.
It's all a matter of how you use it and if you REALLY understand the effects of how far your digital word goes nowadays. It's like a drivers license. Everyone is entitiled to one, but should everyone have one?
I think Social Media is now one of the best assets in a promoter/driver/track/series arsenal. The ability to get word out, FAST, is something that cant be taken for granted. Look at all the positive examples how SM is used today. The Winged Nation folks do the #TweetYourSeat deal that gets folks engaged. Knoxville uses a hashtag to encourage folks to take pictures and they then post em on the billboard screens, the PPV feed. It's awesome.
I think more folks and more tracks should embrace it, and incorperate it into their programs. It's a way to appeal to the younger generation that cant go an hour without checking their Twitter, Facebook and Instagram feeds. You entice them with a hashtag lottery for a free hot dog at intermission, or t-shirt drawing.. The options are endless.
I hate that a track is gone. But to blame it on social media is weak. That tells me that they 1) Made enough people mad for an extended amount of time without fixing it that the SM backlash became a problem that they didn't fix. 2) Read TOO far into what exactly what was being said and not taking the time to filter the criticism/bellyaching vs. constructive critcism.
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