Clickbaiting A Disaster: How Social Media "Influencers" Spread Weather Panic For Profit. .

Various forecasts for the track of Hurricane Melissa,
issued last Friday evening. Most of the predicted
paths accurately predicted the hurricane would
miss the U.S. East Coast by a wide margin. One
of the forecasts had it swerving toward New York
and some online hyped that. The black line is
the average of all the forecasts, and it was
quite close to the actual track of Melissa. 

Hurricane Melissa was bad enough, right?  

At least 50 people have died in the hurricane The destruction is immense in Jamaica. Haiti is a flooded, disastrous mess. Parts of the Bahamas are trashed, too. 

It was all super frightening. And fascinating in a horrifying way. 

As terrible as Hurricane Melissa was, people found ways to make everybody's distress over the tragedy worse.  

The means? Alarming people for online revenue.  . 

CLICKBAITING A DISASTER

A classic example came as Melissa was building up its strength last weekend. 

We knew then things would get bad, really bad in the Caribbean. The natural question was, would we in the United States suffer the wrath of Melissa?

By last Saturday, meteorologists were unanimously saying no, the United States was safe. 

But that didn't stop the folks on social media. One example came in a  Facebook post from Southern Maryland Weather Center  which called attention to this stupid scheme. 

Unlike Southern Maryland Weather Center and reputable meteorologists, social media scum scumbags This outfit tried to drum up fear on the East Coast, by suggesting Melissa would probably slam into the U.S. East Coast, probably near New Jersey.

This Facebook post said the person or persons they saw who showed the path toward New Jersey tried to clarify that the New Jersey scenario was unlikely, but who reads the fine print nowadays? 

Here's the deal: 

Each computer model has dozens of runs showing the projected track of storms. On Saturday, almost all those predicted tracks took Melissa over the Atlantic Ocean, very far from the East Coast. One of the tracks, on one of the models took Melissa to a landfall near New York City.  When you see a model track like that different from the others, it's known as an outlier. Probably bad data. Don't pay attention.

Most meteorologists and weather geeks ignored that outlier and accurately told the public that Hurricane Melissa would miss the East Coast by a wide margin. They figured it was better to be accurate than a lying carnival barker. 

Social media thrives on instilling fear, anger, strong emotions. You're going to get a stronger reaction if you tell New Yorkers a hurricane is going to destroy their homes. So more clicks, more revenue. 

This phenomenon isn't unique to Hurricane Melissa. Clickbaiters always pull looming weather catastrophes out of their hats whenever there's the slightest hint of a strange storm or temperature extreme. 

The average doomscroller on social media is not a weather geek. It's often hard for people not steeped in meteorology to figure out which source is reliable and which isn't.  

Go with the tried and true. The National Weather Service, or in the case of hurricanes, the National Hurricane Center.  

For local weather, the TV meteorologists in your area tend to be quite reliable. And use your judgement. If the weather source you're using always seems to tell you extreme weather is coming, beware. 

Blogs like this will report on severe weather when it's happening. Or before it happens. But if the forecast looks like a yawner, we'll tell you that, too.

Speaking of false Melissa information, I have another post coming on the flood of fake AI images about Hurricane Melissa and the harm that does. 

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