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SOCIAL
PRESENCE,
AND
JOURNALISTIC
USE OF TWITTER
Jeremy J. Littau
Lehigh University
Mi Rosie Jahng
Hope College
BACKGROUND
INTERACTIVITY
➤ Replies
➤ Public replies
➤ Retweets
➤ Quote tweets
HIGH
SOCIAL
CUE
LOW
SOCIAL
CUE
INTERACTIVITY &
CREDIBILITY➤ When users assess journalists
they don’t know via search or
retweets:
➤ Interactivity is good! In fact,
it mitigates problems such
as gender effects.
➤ Social disclosure creates
positive impressions, but
doesn’t affect credibility.
Jahng, M., Littau, J. (2016). Interacting is believing:
Interactivity, social cue, and perceptions of journalistic
credibility on Twitter. Journalism & Mass Communication
Quarterly, 93(1), 38-58.
OUR PURPOSE
SNAP
JUDGEMENTS➤ PREVIOUS STUDY:
➤ How do users assess the
credibility of a source when
they run into news online?
➤ CURRENT STUDY:
➤ How interactive are
journalists, and is there
some relationship with
social presence?
STUDY SCOPE
➤ Content analysis of 555
journalist profiles
➤ Scored on:
➤ Coverage area (lifestyle,
business, civic issues,
science/tech, media,
politics, opinion, sports)
➤ Interactivity ratio (20 most
recent tweets)
➤ Social cue ratio
FINDINGS
43.9% OF PROFILES EXHIBITED HIGH
SOCIAL CUE➤ Lifestyle, technology only categories to reverse high/low split
➤ Sports, civics, media more severe versions of split
40.8% OF PROFILES EXHIBITED HIGH
INTERACTIVITY➤ Lifestyle, technology, media only categories to reverse
high/low split
➤ Most lower categories closer to mean than on social cue
A CLOSER LOOK
1. High amounts of social presence were a strong predictor of
high interactivity.
2. Job, not topic area, is mostly driving interactivity
1. Content creators are likely to interact
2. Editors and executives less likely to interact.
IMPLICATIONS
➤ Social presence is a bridge to
interactivity. This has training
implications.
➤ How open should we be?
Where is the line for
professionalism?
➤ Interactivity is not monolithic
across the professions. Role
matters. So does coverage
topic.
➤ Bring out the trolls: Is
passion/fandom in follower
base driving less
engagement?

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Littau Jahng

  • 1. SOCIAL PRESENCE, AND JOURNALISTIC USE OF TWITTER Jeremy J. Littau Lehigh University Mi Rosie Jahng Hope College
  • 3. INTERACTIVITY ➤ Replies ➤ Public replies ➤ Retweets ➤ Quote tweets
  • 5. INTERACTIVITY & CREDIBILITY➤ When users assess journalists they don’t know via search or retweets: ➤ Interactivity is good! In fact, it mitigates problems such as gender effects. ➤ Social disclosure creates positive impressions, but doesn’t affect credibility. Jahng, M., Littau, J. (2016). Interacting is believing: Interactivity, social cue, and perceptions of journalistic credibility on Twitter. Journalism & Mass Communication Quarterly, 93(1), 38-58.
  • 7. SNAP JUDGEMENTS➤ PREVIOUS STUDY: ➤ How do users assess the credibility of a source when they run into news online? ➤ CURRENT STUDY: ➤ How interactive are journalists, and is there some relationship with social presence?
  • 8. STUDY SCOPE ➤ Content analysis of 555 journalist profiles ➤ Scored on: ➤ Coverage area (lifestyle, business, civic issues, science/tech, media, politics, opinion, sports) ➤ Interactivity ratio (20 most recent tweets) ➤ Social cue ratio
  • 10. 43.9% OF PROFILES EXHIBITED HIGH SOCIAL CUE➤ Lifestyle, technology only categories to reverse high/low split ➤ Sports, civics, media more severe versions of split
  • 11. 40.8% OF PROFILES EXHIBITED HIGH INTERACTIVITY➤ Lifestyle, technology, media only categories to reverse high/low split ➤ Most lower categories closer to mean than on social cue
  • 12. A CLOSER LOOK 1. High amounts of social presence were a strong predictor of high interactivity. 2. Job, not topic area, is mostly driving interactivity 1. Content creators are likely to interact 2. Editors and executives less likely to interact.
  • 14. ➤ Social presence is a bridge to interactivity. This has training implications. ➤ How open should we be? Where is the line for professionalism? ➤ Interactivity is not monolithic across the professions. Role matters. So does coverage topic. ➤ Bring out the trolls: Is passion/fandom in follower base driving less engagement?