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    Messner   press camp bolivia (2) Messner press camp bolivia (2) Presentation Transcript

    • Tweeting the News: How Americans and U.S. News Organizations Use Social Media Dr. Marcus Messner @marcusmessner www.marcusmessner.com School of Mass Communications  Virginia Commonwealth University, USA PressCamp Santa Cruz, Bolivia  December 3, 2011
    • Outline
      • VCU student survey
      • U.S. social media uses
      • Media engagement on Twitter
    • VCU student survey
      • Survey on news and technology habits
      • November 2011
      • Global communications class at VCU
      • 148 students
    • VCU student survey
    • VCU student survey
    • VCU student survey
    • VCU student survey
    • VCU student survey
    • VCU student survey
    • VCU student survey
    • VCU student survey
    • VCU student survey
      • Top news sources
        • Google 27.7%
        • CNN 16.2%
        • Yahoo 7.4%
    • U.S. social media uses
      • Pew Internet & American Life Project
        • 66% of U.S. online adults use social media
        • 61% use every day
    • U.S. social media uses
    • Media engagement on Twitter
      • Online social networks and social bookmarking allow traditional news media to increase Web traffic
        • Promote news content (hyperlinks)
        • Breaking news coverage
        • Building and engaging community
      • Goal of Twitter study was to explore the adoption rate of Twitter by traditional news media in the U.S.
    • Media engagement on Twitter
      • Social bookmarking
        • Sample: Top 100 newspapers and top 100 TV stations in the United States
        • March 25-26, 2009 & August 1-2, 2010
      • Twitter use
        • Analysis of newspapers and TV stations with Twitter accounts: 180 in 2009, 198 in 2010
        • April 4-5, 2009 & August 1-2, 2010
    • Media engagement on Twitter
      • Adoption of social bookmarking for Twitter?
        • 2009: 36.7% (n=73)
        • 2010: 91.7% (n=182)
      • Difference in adoption of social bookmarking for Twitter and other social networking sites?
      Facebook MySpace Twitter 2009 83.9% (n=167) 38.2% (n=76) 36.7% (n=73) 2010 97.5% (n=194) 59.8% (n=119) 91.5% (n=182)
    • Media engagement on Twitter
      • Traditional news media use of Twitter?
        • 2009: 90.5% (n=180) have accounts
        • 2010: 99.5% (n=198) have accounts
        • 2009: Ø 8.7 daily tweets (max: 110)
        • 2010: Ø 5.6 daily tweets (max: 96)
        • 2009: 34.4% (n=62) did not tweet
        • 2010: 26.3% (n=52) did not tweet
    • Media engagement on Twitter
      • Traditional news media use of Twitter?
        • 2009: 94.3% (n=1478) tweets news related, 5.7% (n=90) personal
        • 2010: 96.5% (n=1073) tweets news related, 3.5% (n=39) personal
        • 2009: 93% (n=1458) of tweets had hyperlinks
        • 2010: 95.5% (n=1062) of tweets had hyperlinks
        • 2009: 98.5% (n=1438) internal links
        • 2010: 99.3% (n=1055) internal links
    • Media engagement on Twitter
      • Twitter is fully adopted by traditional news media, but not used to its full potential
        • Mainly used as a promotional tool with extensive internal linking
        • Most tweets are still shovelware
        • Little online community building and engagement
        • Disconnect between Twitter adoption and social bookmarking availability
    • What to do?
      • More attention needs to be paid to community building
      • Twitter needs to be engaged as an online social network, not just another publication platform
      • Regular engagement, even with shovelware
    • Questions? Dr. Marcus Messner @marcusmessner www.marcusmessner.com School of Mass Communications  Virginia Commonwealth University, USA PressCamp Santa Cruz, Bolivia  December 3, 2011