Much of the news lately seems to focus on the never-ending twitter wars between reporters and their subject. It's a bit like watching siblings trying to pin the other on the broken vase in the living room when confronted by their mother. We see these antics playing out in a host of circles, from politics (see Trump) to business (a la Elon Musk) to entertainment (see John Lloyd Cruz). It makes for great theater and, for both sides, great awareness. Who doesn't love a good fight?The problem comes in actually sustaining the battle while also staying focused on the things about which the spat discusses. It intrigues me that Mr. Musk could better spend his time ensuring that Tesla produces vehicles safely in adequate numbers than aching over the media's claim to the contrary. For that matter, our President could stop worrying about a news media's supposed infatuation with the Muller investigation and conduct the business of the day. Mr. Cruz could also not sweat over if the reports cited poor security or not for his child's baptism. In other words, stop caring so damn much.All this doesn't mean that individuals and organizations shouldn't employ Twitter and other social media to counter any false claims. Far from it. These outlets can serve as excellent tools to get your message out. It just doesn't require getting into a cyber pissing contest to do so.The maker of Ambien provides the best example of this. When Roseanne apologized for her now infamous racist rant, citing the drug's adverse effect on her mental state, the company, without mentioning names, countered brilliantly.End of story.Companies and individuals can take a page from Ambien's playbook and follow suit. They'll spend less effort with higher results.
