The veneer of empathy
For Social Media Tuesdays, the staff must act as if there is no other way to get their articles except through sites likes Facebook and Reddit. That means USA Today’s journalists diligently place each of their famously punchy, graphic-rich stories onto various social media platforms. The purpose is to get them thinking like their readers, who increasingly get news through their Twitter feeds instead of the paper’s front page or home page.
“Think like your reader” is a generous framing as it highlights empathy, and who wouldn’t want their company, their products, their staff to be more empathetic? In fact, trying to get attention through social media is an exercise in manipulation (see Harry McCracken’s analysis/history of the “restore your faith in humanity” flavor of linkbait). That’s not empathy.
I’m not sure if this distortion was introduced by the reporter directly or whether they simply took what they were given at face value. Either way, that’s poor journalism (which is ironic in an article about the challenges facing the newspaper industry).
Now, the idea of taking what you know how to do and setting it aside, as a creative constraint, is a fabulous approach, like something from Oblique Strategies (See more about Brian Eno, one of the creators of Oblique Strategies, in this great article about his approach to art and creativity).