Pit Bull Lovers: Think Before You Click

We’ve all been guilty of this at one point. We see a negative news story published about a pit bull, or an attack that was supposedly done by a pit bull, and we click on the article. We read the article, looking for pictures of the actual dog involved in the attack, or legitimate scientific research quoted. Instead we find a stock photo of a snarling dog, and the report cites DBO (dogsbitedotorg). We’re mad, and we want people to know we’re mad, so we leave a comment. This will show them, we think. I have to stand up for this misunderstood breed. I have to show people how sweet they are. If I post enough comments, people’s minds will change. Now, I know this is going to be a little hard to hear, but you need to stop clicking on these articles. You are hurting the very cause you’re trying to help each and every time you click and comment. You are feeding the anti-pit bull machine. Please allow me to pull back the curtain, and show you the seedy underbelly of these articles.

For a long time, I thought the same way that you do. I would write out long, well thought-out comments with legit science to back them up. I couldn’t understand why pit bulls continued to be a target for the media. This cycle of picking one particular breed of dog to disparage, and attempt to exterminate has been been happening for decades. Those of us that are old enough remember the vilification of the Doberman, the German Shepherd, and the Rottweiler. All of those trends lasted for about ten years each. Why has the trend lasted for over a decade with pit bulls? We have more science proving these arcane theories about pit bulls to be patently false than all of those other breeds combined. Yet, it persists.

My understanding changed when I started learning internet marketing. There are certain facets to internet marketing that most people know very little about. However, these facets are, in my opinion, why the media continues to publish negative stories about pit bulls more than they do any other breed of dog. Back in the 70s, 80s, and 90s the internet either didn’t exist, or was in its infancy. The same rules didn’t apply to Dobermans, German Shepherds, and Rottweilers. News operated in an old school fashion. Papers or television, those were your choices. There was no comment section. There was no clicking a “like” button. You read it in the paper, or you saw it on television, and perhaps talked about it the next day at work or school.

News is big business now. News companies are giant corporations that operate in print and online, and giant corporations need money to operate. They get the money they need from advertisers; and they get advertisers to spend massive amounts of money by proving how many people visit their site during a specific period of time (be it daily, weekly, or monthly). They prove this to their advertisers by using two key piece of information: click rate, and comments.

It’s not just big business that follows these two very important pieces of data. Small businesses, Nonprofits, Facebook fan pages, etc. all have this information at their finger tips. Here’s a screen shot from Bikers Against BSL’s post about my last article published here at the Huffington Post.