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Middleberg/SNCR Study on Media in the Wired World

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Findings from the 2nd annual Middleberg/SNCR (Society for New Communications Research) survey of media in the wired world.

Findings from the 2nd annual Middleberg/SNCR (Society for New Communications Research) survey of media in the wired world.


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  • 1. Presented by Jen McClure & Don Middleberg February 25, 2010 Sponsored in part by
  • 2.   Finding the story   Communicators and media professionals alike are seeking each other out 
 in order to share information and collaborate on great stories   Building relationships   Connecting with target audiences, identifying influencers, and engaging in conversations are as important as ever in maintaining personal relationships   Choosing communication tools   Traditional tools are not being abandoned by PR and journalism professionals, but strategically fused with social media
  • 3.   Primary: To examine the effects of new media and communications developments, social media, and citizen journalism on journalists and the journalism profession   Secondary: To help inform PR professionals as to how they can communicate more efficiently and effectively with journalists, and provide more value to the journalism community
  • 4.   To determine how and why journalists use new media and communications tools and technologies   To determine the frequency of use of and preferences for new media and communications tools and technologies   To assess the perceived impact of new media and communications tools on the way journalists work   To assess the attitudes of journalists towards the impact and value of these new tools and trends on journalism
  • 5.   Online survey conducted between July 2009 – October 2009   Survey conducted by SNCR and Middleberg with assistance by U. Mass Dartmouth   Sample: 341 respondents, resulting in a 95% confidence ratio   Survey panel included respondents from SNCR list, members of the Society of Professional Journalists, Online News Association and other press associations
  • 6. ◦  Millennials are pushing the envelope in terms of adoption and a new attitude toward social media and citizen journalism in the newsroom ◦  Social media tools are going mainstream in the newsroom ◦  Online media gaining credibility in the eyes of journalists ◦  There is a more collaborative, interactive form of journalism beginning to emerge in traditional newsrooms as the result of social media and citizen journalism
  • 7.   48% - LinkedIn   45% - Facebook   24% - MySpace   3% - Friendster   More than 30% of respondents do not use any online social networking tools
  • 8.   This picture made twitpic famous   Wow, that is an incredible picture.   Amazing pic of historic moment, the way news breaks is truly changing (LOL I bet this guy gets a lot of followers now)   iPhone & Twitter: Good night and good luck to old media… ;-)   Nice! Awesome shot. Thank you, iPhone.   Someone please tell me how Twitter is pointless again please. ;) yet another use case @tweetbizbook   This should be the NYTimes cover tomorrow, even with iPhone resolution, it's the best I've seen so far.   Wow. Send to CNN! Now!   Social Media at work. Breaking News revolutionized.   Airplane in the Hudson, and Twitter gets the scoop! Amazing. Thank you for posting this.
  • 9.   Was viewed 40,000 times on the Web in the first hour   Was picked up by MSNBC 17 minutes after posted on Twitter “It was the point when traditional media understood that there was greater value in using Twitter as a news source, rather than a distribution channel or a place to divert eyeballs to their own websites. Traditional media's financial problems have reduced their ability to have feet on the street when news breaks. In Twitter there is a convergence between citizen and traditional journalism.” – Shel Israel, SNCR Senior Fellow
  • 10.   35% quoted bloggers   35% incorporated citizen-generated video   22% cited/quoted podcasters
  • 11.   PR must connect the dots between PR and social media   PR professionals who are story tellers and who understand how to build relationships, collaborate, engage in conversations, understand changing influence patterns, and can communicate with journalists in the channel of their choice will succeed   Personal relationships remain critical – new tools can enhance relationship building   Journalists still prefer old fashioned face-to-face meetings and phone calls over new communications technologies
  • 12. For more information, contact: Society for New Communications Research http://sncr.org info@sncr.org +1 (408) 266-9658 Join SNCR at the 6th Annual NewComm Forum April 20-23, 2010 San Mateo, CA www.newcommforum.com Use code NCFSNCR to save $100