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  • 1. How Are Media & Journalism Evolving? Insights fromThe 3rd Annual Middleberg/SNCR Survey of Media in the Wired World November 4, 2011
  • 2. About The Study 3rd Annual Study Online Survey 200 respondents Primarily US (90%) / N. America (96%)
  • 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. 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. Demographics: Age Answer % 18-29 15% 30-49 46% 50-64 37% 65 or older 2%
  • 6. Demographics: Gender Answer % Male 60% Female 40%
  • 7. Which Of The Following Social MediaTools 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%
  • 8. Journalists’ Social Media UsageAnswer %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 26%marries my professional life with my personal life.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%
  • 9. Journalists’ Reliance On Social MediaIs Increasing Stayed the Same (7%) Decreased Significantly (1%) Decreased Slightly (1%) Increased Slightly (24%) Increased Significantly (68%)
  • 10. Social Media Is A Reliable ToolFor Sourcing Stories Definitely Yes (10%) Definitely Not (6%) Frequently (17%) Sometimes (68%)
  • 11. “Social media tools like Twitter and particularly Facebook have becomeexcellent sources of information for our newsroom. They also become valuedpublishing platforms. We know social media help us build our brand andexpand our reach; the trick will be figuring out how they can add revenue toour bottom line.”
  • 12. “Having more sources to utilize or scan sometimes leads to informationoverload...where you forget that you have a story that you have to producewithin the limitations of the medium. For Broadcast...information overload canmean too much clutter that you have to weed through before writing. Therecomes a point when the journalist has to say "Enough"...and just put the storytogether and get it on the air, otherwise you can second guess yourself todeath...or right out of a daily job.”
  • 13. Journalists Sometimes Quote Bloggers
  • 14. Journalists Sometimes UseCitizen-generated Video
  • 15. Journalists UseCitizen-generated Photos
  • 16. “Social media just helped solve the "missing mom” case from Round lake, ILtoday! Facebook leads help find her body! Amazing!”
  • 17. Top Tools For The JobQuestion Blogs Online Video Podcasts Social Twitter/Micro-blogging Networking SitesTo research an 24% 12% 8% 31% 18%individual ororganizationTo participate in a 19% 2% 2% 37% 27%conversationTo monitor 24% 7% 6% 30% 26%sentiment ordiscussionTo monitor online 23% 4% 3% 28% 25%discussions on anarticle I publishedTo keep up on issues 24% 13% 11% 25% 23%or topics of interestTo find story ideas 24% 14% 7% 28% 24%To find sources 24% 8% 5% 33% 23%
  • 18. Journalists’ Dissemination ChannelsQuestion Blogs Online Podcasts Social Twitter/Micro- Video Networking Sites bloggingI have my own blog, 17% 12% 7% 31% 26%podcast, Twitter feedetc., and/orcontribute to myorganizations newmedia offerings)
  • 19. “Social media and new media tools can enhance the work-life, work-productand "brand" of the user and their employer (if there IS an employer).“
  • 20. Journalists On The Future Of Journalism & Media
  • 21. Journalists On The Future OfJournalism & MediaQuestion Strongly Disagree Disagree Neutral Agree Strongly AgreeSocial media technologies and 26% 43% 17% 11% 3%citizen journalism willultimately lead to the demiseof the journalism profession.Social media are an increasingly 2% 4% 8% 42% 44%important part of journalism.New media and 3% 5% 16% 43% 34%communications tools andtechnologies are enhancingjournalism.My newsroom 3% 3% 15% 45% 35%enables/encourages me to usenew communications and socialmedia tools and technologies.
  • 22. “New Communications and social media are the future of journalism. It tiesreporters such as myself to the community. They get to know me personally.They learn to trust me. But whats key is giving of yourself and not just storyupdates on social media sites.”
  • 23. The “Scoop” in theAge of Social Media Irrelevant (6%) Much Less Important (3%) Somewhat Less Important (26%) Somewhat More Important (35%) Much More Important (31%)
  • 24. “New communications and social media tools have more or less obliterated thetraditional news cycle, which was predominantly daily. That former dailyrhythm has now become a relentless news ticker. The upside is that morepeople have more access to more information than ever before. The downsideis that all of this makes it all the more difficult to make any one story standout…”
  • 25. “Information can spread instantly, but often, early reports are wildly incorrect.And while sources and opinions are easier to come by, their credibility is moredifficult to discern. So while we have quicker, flashier ways of gathering anddisseminating information, the old challenge remains the same: Get it first, orget it right? “
  • 26. “We dont break things on air anymore. We break them on Twitter andFacebook then fill in the details on the show. There is a lot of pressure tomonitor the competitions posts, so we dont miss any news or any angles.”
  • 27. “The publication of the story isn’t the end of the process anymore – it’s just thebeginning.”
  • 28. …sometimes, the more thingschange, the more they stay the same…
  • 29. Journalists Still Prefer TraditionalCommunications & Relationship-building
  • 30. “I am a multimedia reporter… My position is basically an experiment in figuringout new media. My job description changes every 2-4 weeks. Every day I seethe obstacles and advantages to this kind of journalism. Being an early adopteris a tricky, sometimes frustrating, but ultimately rewarding role.“
  • 31. Which of following social media tools do you use for each of thefollowing: To find sources: 2008-2009 2009-2010 2010-2011 Blogs 56% 43% 24% Podcast N/A 15% 5% Online Video N/A 20% 8% Social Networking Sites 44% 42% 33% Instant Messenger N/A 11% N/ATwitter / Micro blogging sites N/A 28% 23% Wikipedia N/A 29% N/A Company Websites 78% 55% N/A
  • 32. What are your preferred methods of communicating withsources? 2008-2009 2009-2010 2010-2011 Email 93% 31% 53% Phone 74% 28% 34% In-Person Meetings 51% 23% 11%Online Community / Social 8% 7% 1% Network Messages Instant Messengers 5% 4% 1% Twitter 3% 4% 1% Fax 1% 1% 0% Postal Mail 2% 1% 0%
  • 33. Which of the following social media tools do you use toassist you with your reporting? 2008-2009 2009-2010 2010-2011 Company Websites 92% 69% 78% Blogs 70% 66% 70% Wikipedia 68% 52% 53% Online Video 47% 48% 54%Twitter or other microblogging 22% 48% 69% sites Facebook 45% 67% 75% Linkedin 48% 33% 31% Myspace 24% 14% 10%
  • 34. How often do you use citizen-generated video as part ofyour stories? 2010 2011 Never 52% 53% Sometimes 42% 42% Frequently 4% 5% Always 2% 1%How often do you use citizen generated photos? 2010 2011 Never 32% 32% Sometimes 52% 56% Frequently 15% 11% Always 1% 1%
  • 35. Which of the following social media tools do you use for each of thefollowing? To research an individual or organization: 2008-2009 2009-2010 2010-2011 Blogs 46% 38% 24% Podcast N/A 9% 8% Online Video N/A 15% 12% Social Networking Sites N/A 42% 31% Instant Messenger N/A 9% N/ATwitter / Micro blogging sites N/A 23% 18% Wikipedia 71% 46% N/A Company Websites 86% 66% N/A
  • 36. Which of the following social media tools do you use for each of thefollowing? To keep up on issues or topics of interest: 2008-2009 2009-2010 2010-2011 Blogs 68% 54% 24% Podcast 36% 22% 11% Online Video 45% 25% 13% Social Networking Sites N/A 48% 28% Instant Messenger N/A 11% N/ATwitter / Micro blogging sites N/A 37% 25% Wikipedia N/A 20% N/A Company Websites N/A 36% N/A
  • 37. Which of the following social media tools do you use for each of thefollowing? To participate in a conversation: 2008-2009 2009-2010 2010-2011 Blogs 34% 42% 19% Podcast N/A 2% 2% Online Video N/A 8% 2% Social Networking Sites N/A 56% 37% Instant Messenger 38% 28% N/ATwitter / Micro blogging sites 20% 38% 27% Wikipedia N/A 2% N/A Company Websites N/A 8% N/A
  • 38. Bin Laden and Twitter Highest sustained rate of Tweets ever. From Sunday, May 1st at 10:45 p.m. to Monday, May 2nd at 2:20 a.m. ET, there was an average of 3,000 Tweets per second. The Japanese earthquake had bigger spikes for more hours, but not for a significant sustained period. The Super Bowl had a sustained spike for more hours, but not for a significant sustained period. Sohaib Athar – Pakistani IT Consultant  “Helicopter hovering above Abbottabad at 1AM (is a rare event).” Keith Urbahn – Rumsfeld’s former Chief of Staff  “So I’m told by a reputable person they have killed Osama bin Laden. Hot damn.”
  • 39. Bin Laden and Twitter
  • 40. Bin Laden and Twitter
  • 41. Some Thoughtson PR Implications
  • 42. Tips for Effective Engagementwith Journalists via Social Media  Listen (otherwise you can’t hear)  Find journalists and bloggers relating to your client/ client subject  Follow their Twitter feeds  Connect– comment on tweets, articles, blog posts  Join in casual discussions and chats
  • 43. Social MediaCommunications Cycle Identify Audience Determine Refine How to Communicate Measure Encourage Against Desired Benchmarks Results
  • 44. How To AchieveSocial Media Journalist Engagement Devote resources Fast execution/response Don’t be a jerk Be an authentic, yet human voice
  • 45. Questions? Comments?For more information, please contact: Society for New communications Researchhttp://sncr.org/ T: 408.825.9288ghernandez@sncr.org Jen McClure, Social Strategist Thomson Reuters @Jen_McClure Don Middleberg Middleberg Communicationshttp://www.middlebergcommunications.com/ T: 212.812.5680 @DonMiddleberg Thank You!
  • 46. About SNCR 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. 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. 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.
  • 47. About Middleberg 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 http://www.middlebergcommunications.com.

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