A couple weeks ago, the Society of New Communications Research (SNCR) and Middleberg Communications announced the results of the 3rd Annual Survey of the Media in the Wired World. The survey utilized data gathered from 200 (mostly US-based) journalists to study the effects and impact of social media, new media and communication technologies on modern journalism. The results were released at the PRSA Digital Impact Conference on May 6th.
Interestingly, 69 percent of reporters said they use Twitter as a reporting/sourcing tool (this is a 21 percent increase from 2010) with 49 percent saying they have their own Twitter account. But only one percent indicated they’d like to be contacted via Twitter. The disconnect here is interesting to me and I have to wonder why, if they are using Twitter for research, they wouldn’t want to be contacted via the platform. Perhaps they want to listen (aka lurk) and not actually engage – despite the 37 percent who said they use social networking sites to participate in conversations (27 percent specified Twitter). Hmm… that’s a head-scratcher.
Other notable findings:
- 92 percent believe journalists’ reliance on social media is increasing.
- 78 percent say they use company websites as a tool in reporting.
- 75 percent indicated they use Facebook, with only 10 percent using MySpace. (No surprise there.)
- 48 percent say they use citizen-generated video; 68 percent say they use citizen-generated photos.
- 77 percent believe new media and communications tools/technologies are enhancing journalism; 14 percent think social media and citizen journalism will ultimately lead to the demise of the profession. (My guess is these will be the ones looking for a new job soon.)
Key takeaways for public relations / media relations professionals is that 53 percent of journalists surveyed indicated they prefer to be contacted via email, and 34 percent prefer phone.
Even as social media continues to change the media landscape, PR Daily surmised journalists still prefer more traditional methods of communication.
Jen McClure, president of the Society for New Communications Research, stated: “Social media tools and technologies are being used by journalists to monitor issues, stories and content even after a story has been published. The publication of the story is no longer the end result. Today, media organizations and journalists also must serve as curators of content, are looked to to drive conversations and expected to provide information to keep the conversation going even after the story has been published.”
Do you agree with these findings? Look forward to your thoughts and comments on the BurrellesLuce Fresh Ideas blog.