Cision Blog: Post

2010 Social Journalism Study

Posted: September 10, 2010 at 5:13 pm 31 Comments »

Cision Research Europe publishes results of ‘2010 Social Journalism Study’ in UK, France and Germany

Cision Europe’s Social Journalism study conducted among UK, French and German journalists in July, underscores that Social Media have become standard tools for journalists supporting their daily workflow. Today, journalists in all three countries use Social Media to source stories as well as to promote their own work.

However, this use of Social Media doesn’t replace more traditional working tools such as corporate websites and liaising with PRs. Many journalists use Wikipedia for fact checking but a preference for research and validation through PRs remains. However, many journalists think that PRs don’t understand how to use Social Media.

Social Media have become standard in journalists’ workflows but complement traditional working tools

In the UK, 74% of journalists and about 50% in France and Germany consider Social Media to be either a ‘Somewhat important’ or ‘Important’ working tool. Social Media clearly have arrived as standard working tools with over 80% of journalists in all three territories using Social Media to source and promote their stories.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

Results also show that Social Media are not replacing traditional channels but complement them. Almost 70% of journalists in all three countries state that they use traditional tools such as press releases, PRs and corporate websites as often today as they did three years ago.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

Wikipedia most used Social Media in all three countries

The three Social Media named as most important are Twitter, Facebook and LinkedIn across all territories. However, Twitter takes a clear lead in the UK, Wikipedia in Germany and LinkedIn in France.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

More than 75% of journalists in all three countries use Social Media to publish, promote and distribute their content. 28% use social networking sites such as Facebook and LinkedIn in this way, closely followed by microblogging platforms such as Twitter with 26% and Blogs with 20%.

Journalists actively use Wikipedia to source stories, particularly in Germany where the use of the site was around twice that seen elsewhere. Wikipedia is also used for fact-checking, with over 60% of respondents using the site to check stories at least once a week, compared with 22% for Blogs and 34% for wire services.

However, a preference for research and validation through PRs, contacts and corporate sites remains with more than 70% of journalists stating that news and information delivered via any Social Media are either ‘Much Less Reliable’ or ‘Slightly Less Reliable’.

Journalists tell Cision they think a large proportion of PRs don’t understand how to use Social Media

Only a quarter of journalists agree with the statement ‘PRs understand how to use Social Media’.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

In stark contrast to journalists’ heavy use of Social Media for example for story sourcing, PRs shy away from contacting journalists through such platforms with almost 70% of journalists reporting that they ‘Never’ or only ‘Occasionally’ connect with PRs that way. Here, traditional communication tools such as press releases with 33% and telephone calls with 24% still dominate.

About the survey

In July 2010, Cision Media Research, linked with the University of Sunderland, completed an online survey in the UK, France and Germany simultaneously. The survey was designed to enhance the media industry’s understanding of Social Media uptake and the impact of Social Media technologies and processes on journalists’ work.

Respondents were taken from Cision’s media database of more than 1.5 million influencers globally. Country-specific sub-panels were set up and 15,000 journalists were invited to participate in the survey. To minimise any bias, Cision secured a fair distribution of work experience, media types and geographies.

Below is an outline of the respondents for each country:

UK

  • Most respondents fall in the age groups of 24-34, 35-44
  • A majority have been journalists for more than ten years
  • n = 279

Germany

  • Most respondents fall in the age groups of 35-44, 45-54
  • A majority have been journalists for more than ten years
  • n = 131

France

  • All age groups evenly represented
  • A majority have been journalists for more than ten years
  • n = 139

Cision will conduct this survey on an annual basis to continue to inform on best practices within the PR and communications field and to deepen understanding of how journalists and professional communicators use and value Social Media and other resources.

To take a closer look the 2010’s Social Journalism research, download the executive summary here.

previous or next Posts

previous post: Total exposure
next post: Press release – reports of my death are greatly exaggerated

About the author: Cision

Multi award-winning PR software for an integrated comms workflow

Leave a Reply

Your email address will not be published. Required fields are marked *

Comment using Facebook


31 Trackbacks

  1. [...] This post was mentioned on Twitter by Tom Ritchie and Filipe Pereira, Falk Rehkopf. Falk Rehkopf said: Cision Research Europe published results of the '2010 Social Journalism Study' for the UK, France & Germany – http://bit.ly/blOPhP [...]

  2. [...] as valid for news stories. Read below the jump for more journalists in social media findings. The Cision 2010 Social Journalism Study examined hundreds of journalists from the UK, France and Germany to get insight into their [...]

  3. [...] Cision 2010 Social Journalism Study examined hundreds of journalists from the UK, France and Germany to get [...]

  4. [...] corporations with a quality message (or regulatory announcements) it does not suffice. According to Cision’s recent journalism study, content is extensively shared through social media platforms (which 75% of journalists also do [...]

  5. By Twitted by GillesKLEIN on September 18, 2010 at 7:31 pm

    [...] This post was Twitted by GillesKLEIN [...]

  6. [...] risultati di questo “2010 Social Journalism Study”,  suggeriscono che – second Journalism.co.uk – l’ 80% dei 549 giornalisti interpellati [...]

  7. By Twitted by bibliothekarin on September 21, 2010 at 7:11 pm

    [...] This post was Twitted by bibliothekarin [...]

  8. By Linkdump for 21. September 2010 Links synapsenschnappsen on September 22, 2010 at 8:02 am

    [...] 2010 Social Journalism Study | CisionUK – "Cision Research Europe publishes results of ‘2010 Social Journalism Study’ in UK, France and Germany" (Tags: Journalismus SocialMedia ) [...]

  9. By Twitted by Media_Updates on September 22, 2010 at 3:50 pm

    [...] This post was Twitted by Media_Updates [...]

  10. By Twitted by ddesk on September 22, 2010 at 4:02 pm

    [...] This post was Twitted by ddesk [...]

  11. [...] / University of Sunderland, “2010 Survey on Social Journalism”, 10. September [...]

  12. [...] Étude : CisionUK [...]

  13. [...] Media Trends & Journalism Posted On: Today This online European research conducted by Cision Media Research is a must read for anyone connected to the media industry as it look at social media trends within [...]

  14. By I’ve been reading… | andydickinson.net on October 9, 2010 at 2:15 pm

    [...] 2010 Social Journalism Study | CisionUK – Cision Europe’s Social Journalism study conducted among UK, French and German journalists in July, underscores that Social Media have become standard tools for journalists supporting their daily workflow. Today, journalists in all three countries use Social Media to source stories as well as to promote their own work. [...]

  15. [...] be published in printed business media as 80 % of journalists use social media to source stories (Cision’s 2010 Social Journalism Study) No Comments » Posted in Earnings Period, Social Media and IR, investor relations Tags: [...]

  16. By journalistiek in het facebooktijdperk on October 30, 2010 at 5:27 pm

    [...] Voor meer info over het onderzoek: http://blog.uk.cision.com/2010/09/2010-social-journalism-study/ [...]

  17. By PR in the Middle › One Chocolate Communications on December 1, 2010 at 12:36 pm

    [...] recent survey by Cision and the University of Sunderland, aimed to find [...]

  18. [...] be published in printed business media as 80 % of journalists use social media to source stories (Cision’s 2010 Social Journalism Study) GA_googleAddAttr("AdOpt", "1"); GA_googleAddAttr("Origin", "other"); GA_googleAddAttr("LangId", [...]

  19. [...] 2010 Social Journalism Study found that social media had become standard tools for journalists in the UK, France and Germany as [...]

  20. [...] Cision’s Social Journalism Study 2010 identified that social media have arrived and complement traditional journalist work tools. Which [...]

  21. By UK Social Journalism Survey 2011 | Cision UK Blog on July 29, 2011 at 11:41 am

    [...] leg of the survey, published today, examines patterns of social media usage among UK journalists. Our 2010 survey provides a useful benchmark for developments, particularly when assessing the pervasiveness of [...]

  22. [...] 2010 Social Journalism Study | Cision UK Blog twitterpals Journalism journalistes socialnet Les liens de la semaine (10 décembre) [+] journalisme au futur vraiment twittosphere twittospheric tweeting literature muttering shelf syndicats national fédération News, Ethics corporate associate inquiry Les liens de la semaine crippled twitter Droit d'auteur a outrance meurtre esprit hadopi gay/lesbianissues lgbtresourcecenter margaret twit/tech patrick whitehouse women mariel todayyouareyou fun games shadyurl which twitter 3 tweets tickers figaro dernières faites Press Freedom Costs middle stories 10/28 graves politic without Objectivity in Journalism rethinking 10-27 report taxes ping.fm 31 2 recession gmail semantic ethic bruxelles infowar Journalisme – Médias vidéos Presse (infos et métiers) syndicat portail inconnu fédération parti Information – Communication – Edition syndicat Associations, Groupes, Syndicats journalistes syndicat accueil observateurs media FR observatoire social e-journalisme innovant Blogs marcin cetera journal NewMedias moteur monde marine.marine21 rencontres web journalisme écrite Communications – Information – Médias gouvernance observatoire connexion Le journalisme et les réseaux sociaux failles Web Journalisme Metz webjournalisme Observatoire des métiers média prospectif cartographie WebJournalisme videos Web webactus web entretiens webjournalisme premiers Digital Journalism home • contact • blog • fb • twitter to experience pearltrees activate javascript. [...]

  23. [...] links: Social Journalism Study – 2010 Social Journalism Study – 2011 Social Journalism Study – 2012 (UK) Social Journalism Studie – [...]

  24. [...] für DeutschlandSocial Journalism Studie – 2012/13 – Report für Deutschland [Infografik]Social Journalism Studie – 2010Social Journalism Studie – 2011Social Journalism Studie – 2012 (Grossbritannien)Social [...]

  25. [...] Social Journalism Studie – 2010Social Journalism Studie – 2011Social Journalism Studie – 2012 (Grossbritannien)Social Journalism Studie – Journalistensegmente [Infografik] 2012 (Grossbritannien)Tweets zur Studie gibts hier (auf Englisch)Tweets zur Studie gibts hier (auf Deutsch)Social Journalism Studie – 2012 (Report für Schweden)Social Journalism Country Barometer [Infografik] [...]

  26. [...] Journalism Studie – 2012 – Globaler ReportSocial Journalism Studie – 2010Social Journalism Studie – 2011Social Journalism Studie – 2012 [...]

  27. [...] Social Journalism Studie – 2010 [...]

  28. [...] Social Journalism Studie – 2010Social Journalism Studie – 2011Social Journalism Studie – 2012 (Grossbritannien)Social Journalism Studie – Journalistensegmente [Infografik] 2012 (Grossbritannien)Tweets zur Studie gibts hier (auf Englisch)Tweets zur Studie gibts hier (auf Deutsch)Social Journalism Studie – 2012 (Report für Schweden)Social Journalism Country Barometer [Infografik] [...]

  29. [...] Social Journalism Studie – 2010 [...]

  30. [...] Links:Social Journalism Studie – 2012/13 (Report für Deutschland)Social Journalism Studie – 2010Social Journalism Studie – 2011Social Journalism Studie – 2012 (Grossbritannien)Social [...]

  31. By Social Journalism-Barometer 2013 - Cision Germany on September 30, 2013 at 1:42 pm

    [...] Social Journalism Studie – 2010 Social Journalism Studie – 2011 [...]

Companies Using Cision:

Resources: Media Updates | Top Social Media | Whitepapers | Cision UK Blog
Cision Sites: Global | Investor Relations | CisionWire | JournalistTweets
About: Careers | Cision History | Locations | Management Team | Client Testimonials
Products: CisionPoint | Cision Social Media | Media Database | Media Monitoring | Press Distribution Services

©2013 Cision
Cision House, 16-22 Baltic Street West, London EC1Y 0UL

0800 358 3110, +44 (0) 207 689 1160 (ex-UK)        info.uk@cision.com

Privacy Policy | Site Map | Investor Relations