Report: More Journalists Are Finding Social Media Useful
Social media has shifted the state of the media, especially in regards to how journalists source, write and promote their stories. While many were hesitant to accept these new communication channels when they debuted, journalists are now starting to embrace social media. But why the sudden shift from hesitation and skepticism to acceptance?
As social media has expanded and developed, so too has its usefulness, especially to global communication. Journalists around the world have realized the importance of implementing these tools into their daily lives.
By analyzing the perceptions and attitudes of over 3,000 journalists from 11 countries, Cision’s “2015 Global Social Journalism Study” emphasizes the change in journalists’ opinion.
Here are three reasons why journalists who once avoided social media are finding it to be increasingly useful to their workload:
According to Cision’s study, the number of respondents using social media routinely has increased, with 67 percent spending up to two hours on their accounts each day. That’s a 29 percentage point difference from 2012. Furthermore, the number of journalists not using social media at all has decreased from 12 to 6 percent.
As the number of journalists using these tools increases, so too does their general understanding of how to leverage their constantly connected audiences. Approximately half of journalists surveyed in Cision’s study claim they would not be able to carry out their work without using social media, with Australian journalists relying the most on their accounts (60 percent).
2. Sharing and promoting content is key to being on social media.
According to a recent Pew Research Center study, half of Facebook and Twitter users access news while logged into their accounts. While 78 percent of users don’t go to Facebook to get their news, they often end up sharing, reposting or liking news stories, images or videos.
Journalists have picked up on the importance of posting on these social media giants. While the popularity of posting on these sites differs by country, almost 75 percent of U.K. and U.S. journalists log into Twitter on a daily basis. For English-speaking journalists, publishing and promoting content proves to be a top priority, which explains why they find Facebook so useful to their efforts.
3. Schools and media organizations are on board with social efforts.
As newsrooms have gone digital, organizations have realized the need to get journalists on board with their efforts. For example, NPR recently released a collection of tools to help journalists create social media-friendly images to help increase interaction and engagement.
Not only have media outlets highlighted the need for being social media savvy, journalism schools are also shaping the new wave of journalists and media professionals. For close to a decade, The Carnegie-Knight Initiative has focused on the adoption of digital technologies and knowledge tools while training students for their future assignments. As social media continues to shape and shift the future of journalism, one can expect more and more journalists to use social media to spread their stories and connect with sources around the globe.
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.