In retrospect, it looks like Mic’s commitment to social justice was never that deep — which surprised and disappointed many of the young ideologues who went to work there. (The Outline spoke to 17 current and former staffers who requested anonymity due to nondisclosure agreements.) Mic chanced upon the social justice narrative, discovered it was Facebook gold, and mined away. Now the quarry is nearly dry.
surprise level = 0
Fascinating. You knew something like this had to be going on, but the specific hierarchy of the ideology and the profit-seeking, and the stark internal contrast, is a surprise to me. Also I didn’t realize that PolicyMic was the same site. I haven’t even thought about that name in a dog year.
This Facebook-driven success was no accident. Every time Mic had a hit, it would distill that success into a formula and then replicate it until it was dead. Successful “frameworks,” or headlines, that went through this process included “Science Proves TK,” “In One Perfect Tweet TK,” “TK Reveals the One Brutal Truth About TK,” and “TK Celebrity Just Said TK Thing About TK Issue. Here’s why that’s important.” At one point, according to an early staffer who has since left, news writers had to follow a formula with bolded sections, which ensured their stories didn’t leave readers with any questions: The intro. The problem. The context. The takeaway.
