In Public Relations, social media is often highlighted on the softer side of a brand or cause. Large social media campaigns are often used to increase brand awareness, positioning or help influence thought leaders in an industry.
But the recent explosion of the Bill Cosby accusations have highlighted the more serious side of social media and its effects on public opinion and mass media news.
Longstanding accusations against Cosby for rape were highlighted in social media last week due to an onstage "joke" that went viral about Cosby's rumored actions. In a perfect storm of happenstance, Bill Cosby had just put out a challenge to those who followed him in the digital world to meme pictures of him. Little did he know he was adding fuel to the fire, and most who participated "memed" him with allusions of Cosby drugging and raping women. Probably not what he had in mind when putting that challenge out there!
These two actions, the onstage joke and the memes, both went viral, bringing a long dormant accusation to light and blowing up the mass media everywhere. Essentially, shredding Cosby's reputation and leaving many asking why this didn't get more attention earlier.
The answer is because social media is now bringing issues to light. There is far less space to hide anymore- and some argue that there is nowhere to hide! It will be interesting to see if this sad revelation brings more issues in Hollywood to light. And for Cosby and his accusers, this trial by Twitter seems to have just heated up.
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