Social networks are the overworked writer’s best friend. It’s easy to observe the latest outrage on Twitter, grab a few good jokes from Reddit, or screen cap the ridiculous things people write on Facebook and turn them into blog posts. Writers used to have to find stories to chase — now they just have to be willing to sift through gargantuan masses of shit to find a few nuggets of social media gold.
There are a few problems with this: the people whose content has been lifted don’t always like someone else taking credit for their words, photos, or videos; relying on outside platforms can lead to the meat of a publisher’s blog posts falling right out of their sandwich of context and witticism; and social networks don’t need writers to surface their best content. They can collect it themselves.
That’s what many decided to do this year. Reddit created a publication called Upvoted to highlight the stories that propagate on its service. Twitter introduced Moments to aggregate tweets about breaking news and entertainment alike. Snapchat got into the news business during the San Bernardino shooting. This was the year social networks tried to establish some control over social media.
The reasoning behind this shift, as well as each company’s approach to it, has varied. Upvoted resembles a traditional publication that just happens to pull its stories from the Reddit platform. It’s designed at least partly to redirect some of the traffic that would’ve otherwise gone to other sites back to Reddit itself. But, as Gigaom’s Tom Cheredar wrote, it’s also meant to humanize the community:
Right now, Reddit is viewed by advertisers with caution. The reasons for this are well-documented. But there’s no denying that Reddit is popular enough that you’d be crazy not to try and get in front of its audience. The problem is that it’s often hard to predict how the discussion will form on Reddit by its community, and that’s a risk many advertisers aren’t willing to justify should things go sour — deserved or not.
Upvoted can soften those fears by enhancing the top submitted content on Reddit proper (as explained above). On other news sites that may credit a Reddit user for submitting a piece of content that gets written up in an article, usually there’s no desire to go beyond the user name. But doing so could help humanize the submitters, which might help advertisers overcome some of the negative characterizations of the overall Reddit community.
Twitter’s Moments feature (not to be confused with the Facebook photo app of the same name) has a different motivation. It’s supposed to find the best tweets so people never have to wonder why they should visit Twitter. It’s also supposed to make it easier for new users to understand what Twitter is about — a way to distill the chaos into a manageable form so normal people can interact with it.