It took them a while to recognize the value of having a presence on social media, but journalists seem to have finally gotten a clue.
Too bad it’s too little too late for them when it comes to social media marketing.
Newspaper and even television news outlets are seeing their following diminish further and further with each passing month. Thousands of American journalists have been laid off in the last year and even more have seen their work load increased and pay scale reduced.
In the time it has taken mainstream journalists to catch up with the importance of social media web sites such as Patch.com and the Huffington Post have carved huge niches into the Internet landscape. They have made themselves an online force to be reckoned with even as traditional journalists have shown they simply cannot keep up with the changes.
Perhaps traditional journalists will eventually win back some of their loyal followers and fans but it will likely take years for them to recover. Their prestige has taken a hit, and it’s all because they failed to recognize the importance of social media marketing.
Social media is rapidly establishing itself as an important research and verification tool for journalists, according to a new study published today by the Oriella PR Network (www.oriellaprnetwork.com). The fourth annual Digital Journalism Study reveals that large percentages of journalists now use digital and social media, such as blogs, Facebook and Twitter, to source and verify the stories they develop.
The study polled 478 journalists from 15 countries, including the majority of Europe; Brazil; and the US. Nearly half of respondents (47 percent) said they used Twitter to source new story angles. Over a third said they used Facebook (35 percent). Blogs were also highlighted as a key element of this process with 30 percent saying they used blogs they were familiar with, while 42 percent also drew from blogs they had not visited before. However, the study also validated the continued importance of the PR representative with nearly two thirds (62 percent) saying this is where they source stories whilst 59 percent cited corporate spokespeople as sources.
When it comes to validating stories already in progress, a third of those polled said they used Twitter; a quarter used Facebook; and a quarter used blogs. Brands and agencies still remain the dominant first port-of-call for this process though with 61 percent using PR agencies for verification and 57 percent turning to corporate spokespeople.
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