Social media coverage drives the conversation surrounding the 2016 presidential campaign – whether it’s live-tweeting of a campaign stop or a Facebook Live broadcast of a campaign speech. The presidential election is one of the most significant news stories of the year. Audiences expect quality analysis and insight.
Instead of in newspapers or over the airwaves, stories often start on Twitter and other social media platforms. Yet, the change of venue doesn’t mean the rules for journalists change.
The Society’s Code of Ethics encourages journalists to seek truth and report it, irrespective of platform. Impartiality is the cornerstone of this principle – whether a journalist is reporting a campaign speech or assessing the race thus far. They have to be fair.
Impartiality extends to the curation of the conversation about news, be it on a journalist’s account or on a news organization’s account. Journalists, as private citizens, may have political opinions that differ from one political party or the other, but coverage of the election is not about them or their views. Instead, it’s about the information readers, viewers and listeners need to know before stepping into a voting booth.
The results of the election, from local to federal office, will have implications beyond this night. People are coming to journalists for help understanding what these results mean for them. The audience comes to journalists because they trust them, and that’s a bond not worth breaking.
Protecting that bond also means journalists must be careful about how they interact with different viewpoints. The Code of Ethics says journalists need to promote the civil, open exchange of views – including views that you may find repulsive or disagree with. That also applies when they’re curating a conversation. Don’t demean people for their views.
The same rule should be remembered after election night, too. When journalists are covering a speech or other event, they shouldn’t editorialize. The language they use may be interpreted differently by others.
Just state the facts, and remember the six fundamental questions of journalism – who, what, when, where, why and how. Include various and evidence-based viewpoints and provide context to help guide the conversation that follows.
Sound and impartial reporting – whether on social media or traditional media – will keep readers, viewers and listeners coming back for information, including on election night.