"In fact, we have just the opposite problem: things can become feeding frenzies even if no one really wants them to be. That's because they can go viral with no central organization at all. Each individual who tweets or blogs or Facebooks their outrage thinks of this as a purely personal response. Just a quick way to kill a few idle minutes. But put them all together, and you have tens of thousands of people simultaneously responding in a way that seems like a huge pile-on. And that in turn triggers the more mainstream media to cover these things as if they were genuinely big deals."