Stringwire is buzzword of the week in so-called ‘social journalism’ circles, with the Monday announcement (furiously copied-and-pasted) that NBC had acquired the company to help it in its bid to source live UGC from breaking news events.
Nearly all of the previous attempts to garner precious breaking world news content failed because they didn’t take into account the behaviours & motivations of people who record video on their phones. Most of the previous attempts, however, were apps which, in order for them to work for the benefit of their creators, you had to a) download and then b) select in a chaotic moment of breaking news. That simply wouldn’t happen, for the most part. Let’s look at why that is.
Think about the though process that kicks in when a person sees something and the urge to record it takes hold.
A) See worthy scene >
B) take phone out of pocket >
C) select camera >
D) switch to video >
E) HIT RED BUTTON
Nine times out of ten – more, probably – that red button is going to belong to the native camera/videocamera built into the phone. For a specific thired-party app to be chosen, there would have to be a thought process between B and C during which you consider where you’d like the video to end up and be convinced that it’s a better option that your regular, simple video app/YouTube combination. Will it be the AP, with their video-capture functionality? Or will I select CNN’s iReport? Perhaps I’ll use the Small World News app or Guardian iWitness.
Bullshit. The average punter is not motivated to do any of that. They MIGHT consider letting the news orgs have the content as an afterthought, but the primary driver which pushes someone to take a phone out is a selfish decision to capture an event. Post-facto, it’s likely that amateurs (i.e. regular members of the public) will share it with friends on YouTube or Facebook. At that point, if it is compelling enough, it will be found and become part of a media free-for-all. The key thing is to identify the user’s behaviour and see where you can merge with it, rather than trying to change it.
Stringwire, if it works as smoothly as in its demo video, is relatively clever, because it jumps in earlier in the thought process, between A and B. It prompts the user to take the phone out of their pocket, perhaps before they have even thought to capture video, and asks them to point the lens at the action. The desk staff (NBC now, most likely) pings the potential broadcaster via Twitter, including a direct link through which they can start broadcasting. No app download.
That’s the key thing. It trips the system. If the process from there is simple enough, and the benefits to the uploader are clear enough, there’s a much lower barrier to cajoling the uploader into taking some video.
Its success then rests on the (NBC) people identifying their targets sharply, and then coping with the output responsibly. Their outreach has to be non-threatening and effective – it’s no coincidence that NBC also owns the @breakingnews team, who are perfectly placed to take advantage of something like this – and they have to respect copyright, etc. We haven’t seen any terms & conditions yet – it’ll be interesting in the context of how Bambuser and AP decided to take ownership of content.
Finally, to out-shout the fanboys, the fact that it’s not going to work on iPhone yet is probably not all that critical. Android is outpacing iOS globally, in any case, and the populations which are more Android-heavy are the geographies where you want news content from.