Oct 05, 2017 / in Comms Best Practices / by Tony Hardman

Recently, Cision published the 2017 Global Social Journalism Study, conducted in partnership with Canterbury Christ Church University, which surveyed journalists on their social media habits, preferences and views. In the third in a series of videos, Jay Baer, founder of Convince & Convert and New York Times bestselling author shares his thoughts on the research.

In this video, Baer asks and answers the question — Is Journalism About Building an Audience or Building a Community? To discover the answer to this question, view the video or read the transcript below. Or, to view other videos in the series check out the links below.

Jay Baer: Is journalism about building an audience or building a community? I’m Jay Baer, founder of Convince and Convert, New York Times bestselling author and digital business celebrity.

Recently, my friends at Cision conducted their 6th annual Social Journalism Study to investigate how, where and why journalists use social media. Now, I was originally a journalism major in college, myself, and I spent a lot of time in and around the press in those days. And in that era when you publish something, maybe a reader would call in with a comment or complaint now and again — journalism was definitely about audience building.

Now, this fascinating research from Cision, and really you should download the whole thing it’s terrific, underscores just how much the industry and the role of Journalism has changed. Check this out two-thirds, two-thirds of all journalists interact with their audience every day in social media and nearly 20 percent engage hourly. That’s more than I engage in social media and I’m social media consultant. And among news and politics journalists the engagement rates are even higher. But they love it, in fact, 80 percent of journalists participating in this study said that social media allows them to be more engaged with their readers — no kidding. And when you’re engaging hourly, daily or hourly really, I’d say you don’t really have an audience — at that point what you have is a community.

It’s a bi-directional relationship. As my friend Chris Brogan said many years ago, the difference between an audience and a community is simply the direction the chairs are facing. Because of their use of social media, the chairs of journalists and their viewers and readers are now largely in a circle making it a community more so than an audience. And it also shows that businesses wanting to interact with the press can still do so using social media. That’s where the journalists are spending their time. thanks so much to see and their Partners at Canterbury Christ Church University putting this together as I mentioned you should take the time to download the whole report there is a lot of interesting facts in there you’re going to love it

Thanks so much to Cision and their partnerss at Canterbury Christ Church University for putting this together. As I mentioned, you should take the time to download the whole report. There is a lot of interesting facts in there, you’re going to love it.

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About Tony Hardman

Anthony Hardman is a senior content editor for Cision. He has more than 10 years of combined experience in broadcast news, public relations, inbound and content marketing. Connect with him on Twitter: @ahardman or LinkedIn.