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Messner2011

  1. 1. Shoveling tweets: An analysis of theShoveling tweets: An analysis of the microblogging engagement ofmicroblogging engagement of traditional news organizationstraditional news organizations Marcus Messner Maureen Linke Asriel Eford School of Mass Communications  Virginia Commonwealth University International Symposium on Online Journalism  April 1, 2011
  2. 2. RationaleRationale Online social networks and social bookmarking allow traditional news media to increase Web traffic Promote news content (hyperlinks) Breaking news coverage Building and engaging community Goal of study was to explore the adoption rate of Twitter by traditional news media in the U.S.
  3. 3. Rise of TwitterRise of Twitter 5-year anniversary: 200 million users 7th most popular website in U.S. 11% of Internet users every day International impact in news events Citizen journalists vs. traditional journalists Traditional news media buzz Social bookmarking
  4. 4. Research QuestionsResearch Questions RQ1: Adoption of social bookmarking for Twitter? RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites? RQ3: Difference among traditional news media in use of social bookmarking? RQ4: Traditional news media use of Twitter? RQ5: Difference among traditional news media in use of Twitter?
  5. 5. MethodologyMethodology Two-study approach Social bookmarking Twitter use Social bookmarking Sample: Top 99 newspapers and top 100 TV stations in the United States March 25-26, 2009 & August 1-2, 2010 Analysis of lead story by bookmarking tools Analysis of Twitter accounts and followers
  6. 6. MethodologyMethodology Twitter use Analysis of newspapers and TV stations with Twitter accounts: 180 in 2009, 198 in 2010 April 4-5, 2009 & August 1-2, 2010 Analysis of tweets - Number of tweets (2009: 1568; 2010: 1112) - News value - Hyperlinks (internal/external)
  7. 7. Results: BookmarkingResults: Bookmarking RQ1: Adoption of social bookmarking for Twitter? 2009: 36.7% (n=73) 2010: 91.7% (n=182)
  8. 8. Results: BookmarkingResults: Bookmarking RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites? 2009/2010: 100% (n=199) E-Mail 2009: 96.5% (n=192) Social bookmarking 2010: 98.5% (n=196) Social bookmarking 2009: Ø 16 tools 2010: Ø 110 tools
  9. 9. Results: BookmarkingResults: Bookmarking RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites? 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)
  10. 10. Results: BookmarkingResults: Bookmarking RQ3: Difference among traditional news media in use of social bookmarking? Television: More tools in 2010 2009 Facebook MySpace Twitter Newspaper 86.9% (n=86) 41.4 % (n=41) 44.4% (n=44) Television 81.0% (n=81) 35.0% (n=35) 29.0% (n=29) Total 83.9% (n=167) 38.2% (n=76) 36.7% (n=73) 2010 Facebook MySpace Twitter Newspaper 94.9% (n=94) 52.5% (n=52) 88.9% (n=88) Television 100% (n=100) 67.0% (n=67) 94.0% (n=94) Total 97.5% (n=194) 59.8% (n=119) 91.5% (n=182)
  11. 11. Results: Twitter UseResults: Twitter Use RQ4: Traditional news media use of Twitter? 2009: 90.5% (n=180) have accounts 2010: 99.5% (n=198) have accounts 2009: Ø 8.7 daily tweets (max: 110) 2010: Ø 5.6 daily tweets (max: 96) 2009: 34.4% (n=62) did not tweet 2010: 26.3% (n=52) did not tweet
  12. 12. Results: Twitter UseResults: Twitter Use RQ4: Traditional news media use of Twitter? 2009: 94.3% (n=1478) tweets news related, 5.7% (n=90) personal 2010: 96.5% (n=1073) tweets news related, 3.5% (n=39) personal
  13. 13. Results: Twitter UseResults: Twitter Use RQ4: Traditional news media use of Twitter? 2009: 93% (n=1458) of tweets had hyperlinks 2010: 95.5% (n=1062) of tweets had hyperlinks 2009: 98.5% (n=1438) internal links 2010: 99.3% (n=1055) internal links 13
  14. 14. Results: Twitter UseResults: Twitter Use RQ5: Difference among traditional news media in use of Twitter? Similar trends for adoption of Twitter: Very similar trends for news value of tweets, hyperlinks 2010: Television increased number of tweets 2009 2010 Newspapers 90.9% (n=90) 100% (n=99) Television 90.0% (n=90) 99.0% (n=99) Total 90.5% (n=180) 99.5% (n=198)
  15. 15. DiscussionDiscussion Twitter is fully adopted by traditional news media, but not used to its full potential Mainly used as a promotional tool with extensive internal linking Most tweets are still shovelware Little online community building and engagement Disconnect between Twitter adoption and social bookmarking availability
  16. 16. What to do?What to do? More attention needs to be paid to community building Twitter needs to be engaged as an online social network, not just another publication platform Regular engagement, even with shovelware Future research: Long-term study and Twitter use of reporters
  17. 17. QuestionsQuestions Marcus Messner Maureen Linke Asriel Eford School of Mass Communications  Virginia Commonwealth University International Symposium on Online Journalism  April 1, 2011

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