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Top Line Findings
How Nordic journalists,
communicators and
PR consultants work with
social media




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Swedish survey Summary

Swedish Journalists



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Norwegian survey summary


Norwegian journalists



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Finnish survey summary

Finnish journalists



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Danish survey summary

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Cision Nordic Social Media Survey 2010
Cision Nordic Social Media Survey 2010
Cision Nordic Social Media Survey 2010
Cision Nordic Social Media Survey 2010
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Cision Nordic Social Media Survey 2010

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  1. 1. Top Line Findings How Nordic journalists, communicators and PR consultants work with social media Cision Nordic Social Media Survey 2010 March, 2010
  2. 2. ! ! " ! # $ % & '( $ "$ ! $ &$ ! ! ! # ! $ "$ ! ! ! ! ) * ! ! & ! ) "$ ! + $ " $ $ ! & # ! , * ! # ' - $ ! $ $ ! !! $ # " $ $ $ . &) $ # # $ & &% '( & $ / &# ! & 0 $ " $ # ) $ ") " % & '( 1 )# $ 2&1 ) 2&1 ) 2 ! ! ) ! $ " ! 1 02 ) $ " ) $ " $ ! ! # # # " $ - ! $ % ! # $ 3 # ! "! 0 ! &# ! ! # # ! ! & 4 (5 ! # $ ! ) # # )$ " 6 &$
  3. 3. 6 6 . $ ) # $ ) $ ) # $ & $ $ & # ) # ! - ) 7) " &# ! ! $ $ ) " $ ! $ 8 ' & - 0 9 " :
  4. 4. % ! 9 "&, & $ $ , # & & $ & ! & $ " # & $ " , # " ; " )& # $ &! < 3 # , " ' # 4 4 ! ) 0 = ! > ! ? '( ! $ @ $ = @ $ 4 $ '( $ A $ % A $ 5 $ '( BB , B? , % B? , > , '( >> 9 >4 9 % >4 9 @
  5. 5. Nordic Journalist Comparison , $ % # ! $ , % # % # $ " $ # “I usually ask bloggers for help in matters such as case studies and their opinion on the issues I work with - let the debate start in advance in the production of an article so to say.” Norwegian journalist ! " " # $ > C >C $ 5C BAC 9 , AC B5C " 9 " AC 4C ; % # $ # $ % # & $ , $ % # $ "& ! $ $ &$ 9 , %
  6. 6. ! " " # $ @C AC $ ?C BC 9 , >C ?C " 9 " @C C & 9 % , # " ! $ $ % , $ % , # " $ % ! # $ ?AC $ 4 C , AAC 9 " 45C ”I get many tips and ideas for what’s on right now by being present on Facebook, It’s also easy to spot the upcoming trends for the specific areas I monitor on Facebook.” Swedish journalist on how to use Facebook “I use both Facebook and Picasa for image sharing; spreading images has increased a lot and has become easier through using Facebook.” Danish journalist on how to use Facebook ' + $ ! # $ % $ " $ 0 9 % ! $ , $ %
  7. 7. ) , BC # ! ?C 9 "& AC $ & >C $ “If more journalists were active in social media, it would be a great forum to share ideas both nationally and internationally.” Finnish journalist ) * $ " " $ >C B5C $ AC > C D , BC 5C E 9 " ?C >?C 8 $ 4>C ( 5 C % "! $ " " ! # $ 5 C $ 5 C , 4@C 9 " 4@C - % % # $ ! F 9 $ & $ 0 , % # # “My editorial office don’t put any effort into using social media for researching, however, I’ve used my own initiative for the publications I’m responsible for. It goes without saying that you should be in social media in order to get all essential information.” Swedish journalist on how journalists should use social media. (
  8. 8. Nordic Communications Comparison ) 0 * # $ " 0 ! 9 "$ # $ " ! " " # $ 5C BBC $ @C >BC 9 , C >?C " 9 " C AC ) , 0 $ " ! $ # & $ & $ 9 " ) $ &9 " $ $ ! ! # ) , BC $ # " # * " , & " F ! # - ! ) # ) # ! # 6 # " F ! # )# F ! # ! ! ! ! 6 # F0 6 # - ! " ! 9 G# " # ! +
  9. 9. $ ' ! # & $ & ) $ # $ "$ $ 9 " ) , $ # $ " ! " " # $ AC AC $ ?C AC 9 , 5C BC " 9 " @C BC " # * " , & " # $ # $ 0! $ # # $ $ , $ $ # # $ $ # ! ! # $ 0! $ # # $ - $ # $ * " $ # # 0! 8 8 $ ! ! % , $ 8 ! $ 0! ! ! $ # “Take advantage of the expanded network, reaching your customers' customers and appear and answer questions from the outside world in a relatively informal way.” Swedish communicator on how to use Twitter -
  10. 10. & ) $ &9 " $ , # " " ) , ! # 4BC $ >AC 4?C $ @@C +$ - 4BC 6 ! , > C 4 C 9 " >4C ' * $ " $ 0 9 $ " " $ ! $ $ , “Dare to try! And remember that all successful communication is based on how well you know your recipients. And a strong and creative idea is still the platform of all successful campaigns in both social and traditional media.” Swedish communicator “Go slowly and get experience. The big challenge is resources. What should be dropped in favor of working with social media? Should you go as far as recruit a new employee for this?” Danish communicator .
  11. 11. ) * $ " " $ C B4C $ 5C @ C D , @C BBC E 9 " 4C > C $ $ ! F 9 "&, $ # & $ “Forget skepticism and fear of social media. The value of spreading message in these channels is enormous, and the danger of losing control is less than you may fear. Play and learn!” Norwegian communicator ! " ! # $ 4BC $ ? C , 4 C 9 " 4 C “Use social media to get new clients and collect interesting opinions from relevant people. Learn from them when developing your business” Finnish communicator /
  12. 12. Nordic PR-consultants Comparison F $ $ # $ " ) , ! " " # $ @ C AC 9 $ @ C B C " , B>C B4C >BC $ $ " # ! $ B4 C $ BB C , + ! * $ # - 0 $ $ $ " " &$ , $ # ( * " , & " F # F # . ! # # # ! $ # . ! # . ! # 6 # " ! $ ! $ ! # # 6 # " - ! # F # ! # $ $ # # -# $ BC , !
  13. 13. ! ! # $ C >C $ 5C C ! , BC 5C ! $ $ # F $ , # ) $ " # * " , & " F( F( F( # ! # $ ! ! $ # # # # $ $ ! ! $ $ $ $ " ) $ 0 , ! " " # $ B>C C 9 $ A C B C " , ?C C $ $ $ $ $ " ) ,
  14. 14. $ $ $ ! ! F $ $ ! ! ) $ 0 ! ! , ? C $ !! # ) $ @BC , BBC & $ & $ , , # " ! # 5BC $ @@C 5 C +$ - $ A C 6 ! 5BC , @AC ' “Social media was a welcome addition to the PR industry, just as the most interesting companies themselves began to master the traditional PR.” Swedish PR consultant on social media 5@C $ " $ # ) $ , ) * $ " " $ C @ C D $ >C ? C E , C @@C
  15. 15. # $ $ ! ! 0 $ & $ , ! & $ $ " # &3 # , # " $ F0 # &, # " # & * ! # "! $ , $ "! ! %# " ! # $ 4?C $ A4C , 44C - '( # $ # ! 5 C , &4A C $ 4@C $ # $ ! “The most important thing is to listen and participate. Get ideas, innovations and feedback.” Finnish PR consultant on social media ! " ! # $ 4AC $ 4@C , 5 C
  16. 16. Swedish survey Summary Swedish Journalists $ % # $ " ! " " # ?C 9 5C " > C 5C >C 4C $ % # ! $ " - % # ! ! . $ $ # ! ! $ " " # ' # @BC F ! # ! >4C # B C - # 4C 8 # " C $ B>C $ % # $ &$ @C # # %
  17. 17. ! " " # @C 9 B>C " AC 4C ?C $ $ % $ # # ! " # ?C 9 " 5C >C A C C " # $ $ BAC , $ ! ! BAC # $ @C 8 ! C ' C (
  18. 18. & F , # " ! " # E $ $ @ C ' >AC $ >BC " ! > C " ! B4C ' , " $ " " " # BC >C D C E ! BBC B5C D ! + % # $ +
  19. 19. !! " ! # ) 5C C H ! @C 9 G $ ?@C Swedish communicators # # ! " " # 4C 9 5C 4C " C BBC >?C $ " ! $ "$ # $ AC # ! $ " -
  20. 20. " # F ! # ! I AC 6 # " ! 5C - # BC ) # C F0 G# 4C - % $ # # " # # ABC F( @5C $ # # C 8 # " 4C $ # AC $ B # / $ # # ! " " # AC 9 B>C " AC C >C $ $ ! # $ & $ # 0! $ .
  21. 21. " # # $ 5C $ $ AC 0! >C 8 # $ C , $ ! ! C & F , # " , # " ! " & ! # , # "( ! > C ! B5C " ! B C ! ! ! $ 5C ! 1 2 @C ' $ " $ # # + ! " $ /
  22. 22. " " " # 5C BC C D E ! > C B4C D ! F $ ! 4C ! " " # C >C ! 0! ?C G B5C F "! ! " " ! # "! ??C 3 # AAC ; " B C , " 5C # $
  23. 23. !! " ! # C >C ) BC H ! 9 G 4BC $ Swedish PR-consultants C $ # $ >BC $ " $ # ! " " # C C 9 C " @ C AC 4 C # ! >5C # 5C ! ! #
  24. 24. " # F( 4 C $ # # >5C # >5C ! > C $ # B4C $ B>C $ # C $ # ! " " # >C 9 B>C " C C C # $ $ # 0 # ! ! " " # $ $ A C 8 ! @ C # $ >AC - $ * >@C , $ ! ! >>C
  25. 25. & 5BC , # " * # ! &@AC $ " $ ! , # " # "& ! ! # , # " ! @AC ! @ C " ! >BC ! ! ! $ B?C ! 1 2 , # " $ $ $ " $ # # ' " " " # >C C C D >C E ! @ C D ! 4?C $ " $ "! ! %#
  26. 26. " " ! # "! 4?C 3 # ?AC ; " @ C , " >>C C # $ # ! !! " ! # C C C ) H ! 9 G 4AC $ %
  27. 27. Norwegian survey summary Norwegian journalists $ $ % # # ?C # ! $ " ! " " # C 5C 9 " C C BAC ' # # . $ > C $ "! # " # ' # B@C F ! # ! AC ) # C - # C ) # @C $ ?C $ % # # ! % (
  28. 28. ! " " # AC ?C 9 " 4C BC AC >C % $ # @ C $ # ! " # >C 9 " 5C @ C @C C BBC $ % # $ ! ! J $ $ # < ! # $ " # $ $ BBC , $ ! ! BBC ' B C # $ B C 8 ! C 4 C , # " # , # " # $ ! @>C % , # " ! ! +
  29. 29. & " & # E $ $ @>C ! >AC $ >AC ' >@C ! > C , % " $ + # " $ ! ' " " " # C C AC D E ! B C > C D ! 5 C $ % "! $ " " " ! # "! 5 C 3 # ABC , " B>C ; " AC -
  30. 30. ?@C # $ # !! " ! # C AC ) 4C H ! 9 G ?@C $ Norwegian communicators @C $ # # &$ ?C ! " " # ?C @C 9 ?C " ?C >BC @>C $ "$ # & @C $ " ! 0 # .
  31. 31. " # - ! # >C F ! # ! C 6 # " ! 5C ) # 4C AA C $ # " # # AAC F( >AC 8 # " ?C $ # # >C ! C $ $ # # # ! " " # @C 9 ?C " @C AC AC $ ! # $ # # /
  32. 32. " # # $ > C , $ ! ! B C $ # # $ 4C 0! 4C 8 ! ?C & 4?C , # " @@C , # " ! $ " . ! $ " ! , ! , # " " & ! # ! @ C ! > C " ! ?C C ! ! ! $ 5C ! 1 2 ' , " $ + " $ #
  33. 33. " " " # @C C 5C D E ! @C @ C D ! $ ! B 0 ! " " " # @C ! C ! 0! B C G B C F $ "! ! $ " " " ! # "! ?@C 3 # A C , " B C ; " ?C $ # $ ! + " $ ! $
  34. 34. !! " ! # 5C ) C H ! 4C 9 G ? C $ Norwegian PR-consultants @ C $ # B4C $ " # ! " " # C C 4C 9 " @ C B C $ $ # ! # ! $ #
  35. 35. " # F # # A C . ! # ! $ # @4C - ! # @>C 6 # " ! > C F ! # ! B@C 5C $ # # C $ # ? C # $ BBC ! # " # F( ? C ! >>C $ # # BBC # BBC ! ! BBC 0 # # & ! # $ ! " " # >C C>C 9 " B C A C
  36. 36. C $ # ! " # ?C C 9 " C >C B@C # $ $ # " " # $ $ ?4C 8 ! $ @ C 8 ! >4C - $ * >4C , $ ! ! >4C & 5 C , # " ? C $ " $ , , # " # "& ! ! # ! ? C , # " ! A C " ! @ C BBC ' " $ # %
  37. 37. " " " # @C C C D >C E ! D ! ? C $ $ " $ 3 # $ " $ "! " " ! # 3 # ?>C "! A4C ; " @ C , " B C 4@C # $ # ! # $ # ! !! " ! # C C ) @C H ! 9 G 4@C $ (
  38. 38. Finnish survey summary Finnish journalists + AC , % # & $ C # ! $ " ! " " # AC AC 9 AC " B5C BC > C % $ " ! $ "$ # " # ' # B>C F ! # ! BC - # BC ) # C $ @AC , % # ! $ >C # +
  39. 39. ! " " # >C ?C 5C 9 " @AC >C 4>C , % $ # ! , % $ # $ ' ! " # C C >C 4C 9 " 4>C # $ # ‘ " # $ $ 5C , $ ! ! @C 8 ! 5C F0! @C # $ BC -
  40. 40. & 45C , % , # " ' @?C , # " # ! & $ ! ' BC , % " $ &# $ ' " " " # 4C BC D >C E 5C ! D ! >AC 4>C "! ! $ " " " ! # "! 4@C 3 # B?C ; " 4C , " 4C A@C # $ # &$ C $ .
  41. 41. !! " ! # C ) C H ! BC 9 A@C G $ Finnish communicators C , # >? C $ " ! " " # @C C ?C 9 " C >?C BAC $ "$ # ! " # ) # C F ! # ! C 6 " ! BC - F+ (# BC - ! # BC /
  42. 42. A@C # @BC # " # # A@C F( @BC $ # C 8 # " AC $ # # BC 5C , # # $ ! ' $ ! " " # 5C BC 9 B4C " C 4C $ "$ # , 0! $ ! " # 0! 4C 8 # $ ?C # $ @C $ $ >C 8 ! >C
  43. 43. & 4 C , , # " > C , # " ! , # " ! , , ! " & # ! >>C , # " ! B5C " ! 5C ! ! ! $ C ! 1 2 5C ' , " $ " " " # BC @C ?C D E BBC ! D ! > C + $
  44. 44. 0 ! " " " # C C ! ! B C 0! BAC G$ "$ ?>C , "! ! " " ! # "! ?@C 3 # >>C ; " 4C , " C !! " ! # C >C ) @C H ! 9 G 4 C $ 4 C , # $ # + @C # $ # !
  45. 45. Finnish PR-consultants C , ' # BBC $ " 0 # ! " " # C 5C B@C 9 ?C " B4C , $ # ! # ! $ # " # . ! # ! $ # B@C 6 # " ! 4C F ! # ! C F # # C F ! # ! C BC , ' $ # # $ ' 5C $ '( , # #
  46. 46. " # F( 4>C # > C $ # # B?C ! ! B C ! 5C , # $ " # $ ! " " # @C ?C 9 " C 5C ?C >BC , # $ $ # & $ # # , " " # $ $ >BC F0! B C # $ B C 8 ! >C , $ ! ! AC %
  47. 47. 5 C , # " @AC , # " ! $ $ "$ , # " , ! ! & "& ! ! # ! >@C , # " ! >@C " ! >BC ! ! ! $ ! BC 1 2 ' @@C " $ " " " # 4C C C D AC E ! D ! @@C "! $ # 3 # ; " ) & 0 # & # , # " (
  48. 48. " " ! # "! 44C 3 # A4C ; " B@C , " C 5 C , # $ # # $ ! !! " ! # ) 4C C C H ! 9 G 5 C $ +
  49. 49. Danish survey summary Danish journalists AC 9 % # ) ! @C $ # ! $ " ! " " # AC AC 5C 9 " C 4C 6 # $ # # $ $ # " # ' # B@C E # AC F ! # ! >C -
  50. 50. $ B?C # $ ! " " # @C B?C 9 C " 4C B C 4C $ # &A4C $ # ! " # 4C AC 9 >C " BC A4C # 9 % # $ $ # $ " # $ $ @C , $ ! ! @C ' >C # $ >C 8 ! C .
  51. 51. & 45C , # " &$ & $ , & ! , # " % F # ! $ , # " " & # E $ $ A C ' @ C $ >4C ! > C , # " ! B C ' @ C 9 % ; " ) ! & ! ; " ) ' # % " " ! # "! 4@C 3 # ? C ; " @>C , " AC A>C " $ 4>C 9 % # $ # !! " ! # CC ) BC H ! 9 G 4>C $ %/
  52. 52. Danish communicators C 9 # ! " " # C C 9 " 5C AC C ?C 9 $ " ! # ! ! ' " # ) # ?C F ! # ! C 6 " ! C - ! # ?C - F+ (# ?C ?@C # A@C # " # # ?@C F( A@C ! B C $ # @C $ # # @C %

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