How Are Media & Journalism Evolving


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Presented by: Don Middleberg & Jen McClure
May 6, 2011

Published in: Business, Technology
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  • I'm a director of a small business PR agency; and recently attended a press conference and was glad to see it was full. Only problem was that it was full of people that would be doing press release writing and distribution post-event to the journalists who hadn't attended, because the media is now so badly understaffed and most journalists are now seemingly chained to their desks.
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How Are Media & Journalism Evolving

  1. 1. How Are Media & Journalism Evolving? Insights from The 3rd Annual Middleberg/SNCR Survey of Media in the Wired World
  2. 2. About The Study <ul><li>3 rd Annual Study </li></ul><ul><li>Online Survey </li></ul><ul><li>200 respondents </li></ul><ul><li>Primarily US (90%) / N. America (96%) </li></ul>
  3. 3. The Sample: Respondents’ Roles Answer % Reporter 47% Editor 20% Other (specify): 13% Online Editor 5% Producer 5% Freelancer 4% Social Media Producer (independent) 4% Blogger 1% Publisher 1%
  4. 4. The Sample: Media Organization Type Answer % Newspaper 39% Radio 22% Television 20% Other (specify): 10% Online-only Media Organization 5% Magazine 2% Blog (only) 2%
  5. 5. Demographics: Age Answer % 18-29 15% 30-49 46% 50-64 37% 65 or older 2%
  6. 6. Which Of The Following Social Media Tools Are Used In Your Reporting? Answer % Company Websites 78% Facebook 75% Blogs 70% Twitter 69% Online Video 54% Wikipedia 53% LinkedIn 31% Citizen Photos 28% Other (specify): 10% MySpace 10% Tumblr 5%
  7. 7. Journalists’ Social Media Usage Answer % I manage a personal page on Facebook. 74% I manage a professional, work-related account on Twitter. 49% I manage a personal account on Twitter. 41% I maintain a blog. 39% I manage a professional, work-related page on Facebook. 36% I do not maintain a blog. 33% I manage a single account on Facebook and/or Twitter that marries my professional life with my personal life. 26% I manage a fan page on Facebook. 23% I do not maintain a presence on Twitter. 10% I do not maintain a presence on Facebook. 7%
  8. 8. Journalists’ Reliance On Social Media Is Increasing
  9. 9. Social Media Is A Reliable Tool For Sourcing Stories
  10. 10. Journalists Sometimes Quote Bloggers
  11. 11. Journalists Sometimes Use Citizen-generated Video
  12. 12. Journalists Use Citizen-generated Photos
  13. 13. Top Tools For The Job Question Blogs Online Video Podcasts Social Networking Sites Twitter/Micro-blogging To research an individual or organization 24% 12% 8% 31% 18% To participate in a conversation 19% 2% 2% 37% 27% To monitor sentiment or discussion 24% 7% 6% 30% 26% To monitor online discussions on an article I published 23% 4% 3% 28% 25% To keep up on issues or topics of interest 24% 13% 11% 25% 23% To find story ideas 24% 14% 7% 28% 24% To find sources 24% 8% 5% 33% 23%
  14. 14. Journalists’ Dissemination Channels Question Blogs Online Video Podcasts Social Networking Sites Twitter/Micro-blogging I have my own blog, podcast, Twitter feed etc., and/or contribute to my organizations' new media offerings) 17% 12% 7% 31% 26%
  15. 15. Journalists On The Future Of Journalism & Media Question Strongly Disagree Disagree Neutral Agree Strongly Agree Social media technologies and citizen journalism will ultimately lead to the demise of the journalism profession. 26% 43% 17% 11% 3% Social media are an increasingly important part of journalism. 2% 4% 8% 42% 44% New media and communications tools and technologies are enhancing journalism. 3% 5% 16% 43% 34% My newsroom enables/encourages me to use new communications and social media tools and technologies. 3% 3% 15% 45% 35%
  16. 16. Journalists On The Future Of Journalism & Media <ul><li>“ Though I'm an old hand, I'm much more eager to embrace all this new technology and run with it than the newspaper I work for, partly because it just doesn't have the resources to use everything we could do.” </li></ul>“ Unfortunately, as little mice on the treadmill, we have to have spin faster so stories are shorter and more numerous. Real depth in reporting is vanishing.” “ In some instances new technologies are far more time consuming, which is not positive when time is money”
  17. 17. Social Media Lets Journalists Create Personal Brands
  18. 18. Journalists Use Mobile Tools To Assist In Reporting
  19. 19. Journalists Using Apps Answer % Search Engine Apps (For Example, Google, Yelp) 67% Social Networking Apps (For Example, Facebook) 63% Social Monitoring Apps (For Example, TweetDeck) 39% Apps for Capturing Audio, Photos and/or Video (For Example, Bambuser, Instagram, Soundcloud, Ustream) 38% Geolocation Apps (For Example, Foursquare) 23% Apps for Enhancing Mobile Calls and Text Messaging (For Example, Bntr, FaceTime Fring, GroupMe, Skype 23% I do not use mobile applications. 23% Apps for Publishing (For example, Tumblr, Posterous, WordPress) 21% Apps for Improving Note Taking (For Example, Evernote, SimpleNote) 17% Other (specify): 4%
  20. 20. Journalist’s Distribution Priorities Across Multiple Platforms Answer First Priority Second Priority Third Priority Fourth Priority File story to be published (print) or aired (broadcast). 61% 17% 10% 12% Upload content to mobile platform. 9% 13% 27% 51% Feed content to followers on social media accounts such as Facebook and/or Twitter. 15% 23% 41% 21% Push content to news organization's website. 34% 45% 10% 11%
  21. 21. The “Scoop” in the Age of Social Media
  22. 22. Journalists Still Prefer Traditional Communications & Relationship-building
  23. 23. Journalists Still Prefer Traditional Communications & Relationship-building
  24. 24. Some Thoughts on PR Implications
  25. 25. The 80 – 20 Rule <ul><li>80% not about you, but of value to audience </li></ul>
  26. 26. Steps To Effective Journalist Social Media <ul><li>Listen (otherwise you can’t hear) </li></ul><ul><li>Find journalists and bloggers relating to your client/client subject </li></ul><ul><li>Follow their Twitter feeds </li></ul><ul><li>Connect – comment on tweets, articles, blog posts </li></ul><ul><li>Join in casual discussions and chats </li></ul>
  27. 27. Social Media Communications Cycle
  28. 28. Bin Laden and Twitter <ul><li>Highest sustained rate of Tweets ever . </li></ul><ul><li>From Sunday, May 1 st at 10:45 p.m. to Monday, May 2 nd at 2:20 a.m. ET, there was an average of 3,000 Tweets per second. </li></ul><ul><li>The Japanese earthquake had bigger spikes for more hours, but not for a significant sustained period. </li></ul><ul><li>The Super Bowl had a sustained spike for more hours, but not for a significant sustained period. </li></ul><ul><li>Sohaib Athar – Pakistani IT Consultant </li></ul><ul><ul><li>“ Helicopter hovering above Abbottabad at 1AM (is a rare event).” </li></ul></ul><ul><li>Keith Urbahn – Rumsfeld’s former Chief of Staff </li></ul><ul><ul><li>“ So I’m told by a reputable person they have killed Osama bin Laden. Hot damn.” </li></ul></ul>
  29. 29. Bin Laden and Twitter
  30. 30. How To Achieve Social Media Journalist Engagement <ul><li>Devote resources </li></ul><ul><li>Fast execution/response </li></ul><ul><li>Don’t be a jerk </li></ul><ul><li>Be an authentic, yet human voice </li></ul>
  31. 31. Questions? Comments? <ul><li>For more information, please contact: </li></ul><ul><li>Jen McClure, Founder & President </li></ul><ul><li>Society for New communications Research </li></ul><ul><li> </li></ul><ul><li>T: 408.825.9288 </li></ul><ul><li>@Jen_McClure </li></ul><ul><li>Don Middleberg </li></ul><ul><li>Middleberg Communications </li></ul><ul><li> </li></ul><ul><li>T: 212.812.5680 </li></ul><ul><li>@DonMiddleberg </li></ul>Thank You!
  32. 32. About SNCR <ul><li>The Society for New Communications Research is a global nonprofit research and education foundation and think tank founded in 2005 to focus on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. </li></ul><ul><li>SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies. </li></ul><ul><li>The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe—all collaborating together on research initiatives, educational offerings, and the establishment of standards and best practices. </li></ul>
  33. 33. About Middleberg <ul><li>Middleberg Communications is a full-service, independently owned public relations agency with specialized expertise in the consumer, corporate and financial services, media, and technology markets. The agency focuses on delivering tangible results that help clients grow their businesses. Hallmarks of the firm are smart, creative strategic thinking; targeted media relations; and unbridled enthusiasm for clients’ business goals, all supported by good old-fashioned hard work. For more information, visit . </li></ul>