Messner press camp bolivia (2)

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Messner press camp bolivia (2)

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

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