Recently NPR did a piece on a company named Storyful. If you haven’t heard about it you may want to familiarize yourself with it. The need for this company is fascinating. Storyful, simply described, is a company that goes behind the scenes to validate if videos are real or frauds. The company provides this service for newsrooms and brands.
David Folkenflick reported that “Storyful, editors high-five when they knock a story down” in Behind the Scenes, Storyful Exposes Viral Hoaxes For News Outlets. What is fascinating is don’t news organization do this? Isn’t it their responsibility to be sure, before writing a story or using a video, that the story is accurate? Seems as though today, newsrooms don’t have time to fact check in the 24/7 news cycle. Folkenflick described how Storyful works, “Editors rely on a ‘heat map’ of traffic on variety of social media platforms from users previously designated as credible to trigger awareness of incidents as they occur.” According to Megan Specia, formally with Storyful, said it best “What I’m [Storyful] doing is applying…traditional journalistic skills to a new medium.” Folkenflick cites a few new organizations that use Storyful, New York Times, Rupert Murdock’s News Corp, etc.
But how can brands benefit from Storyful? Storyful helps advertiser with video, content, reputation, campaigns and real-time engagement. Storyful works with the “biggest media brands.” See what you think?