Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

NAAS Presentation: Social Media Usage at Spanish-language Newspapers

77 views

Published on

This presentation reviews research on the usage of social media at sister publications of two newspapers. The publications are English-language and Spanish-language news outlets. This study shows that differences do exist among the outlets, including resources, training and usage of social media among reporters and the main social media channels.

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

NAAS Presentation: Social Media Usage at Spanish-language Newspapers

  1. 1. Social Media Usage Across English- language and Spanish-language Publications: A Comparative Study of Sister Publications National Association of African American Studies & Affiliates Conference February 13-18, 2017 Dallas, Texas Dr. Kay L. Colley
  2. 2. Spanish- language media timeline from Pew Research Center
  3. 3. Hispanics and population Graphic from Pew Research Center. Data from U.S. Census Bureau.
  4. 4. Hispanics lead stats in social media usage*** • BIA/Kelsey’s Consumer Commerce Monitor study found that 17.7% of Hispanics surveyed use YouTube for local shopping versus 10.3% of non-Hispanic • ShareThis found that Hispanic consumers are twice as likely to share content or click on shared content, and Hispanic consumers share 5X more often on social media • Hitwise found that Hispanics are more likely to shop online (21% higher) ***http://www.mediapost.com/publications/article/220256/hispanics-lead-stats-in-social-media-usage.html
  5. 5. • Recent reports from the Pew Center (2016) and Reuters (2016) show a continued decline in newspaper consumption • These reports also show an increase in usage of social media for news consumption • Newspapers are no longer the first source of news; Twitter, Facebook and other social media outlets are that first source of news Recent studies of media usage trends
  6. 6. These demographics and industry trends set the stage for the current study.
  7. 7. R1: How do staffers say they use social media? R2: How do staffers actually use social media on a day-to-day basis? R3: What type of training have staffers received or do they receive? R3b: What is the policy for particular types of social media use? Are there any “banned” outlets? R4: What are the attitudes that staffers have about social media? R5: What are the attitudes that top executives have about social media? R6: How is social media usage among these entities similar? R7: How does social media usage among these entities differ? Research Questions
  8. 8. Methodology • Mixed method • Directed interviews with reporters and editors • Content analysis of Facebook and Twitter • Two sites in Texas with English- language and Spanish-language newspapers
  9. 9. R1: How do staffers say they use social media?
  10. 10. R2: How do staffers actually use social media on a day-to-day basis? “Talk“ with readers Story promotion: others Break the news: Live Tweet Ask for sources Story promotion: own stories
  11. 11. R3: What type of training have staffers received or do they receive? 0 5 10 15 20 25 None Online In Office English Spanish
  12. 12. R3b: What is the policy for particular types of social media use? Are there any “banned” outlets? Respondents were unaware—null question
  13. 13. R4: What are the attitudes that staffers have about social media?
  14. 14. R5: What are the attitudes that top executives have about social media? Not sure—null question
  15. 15. R6: How is social media usage among these entities similar? “Talk“ with readers Story promotion: others Break the news: Live Tweet Ask for sources Story promotion: own stories
  16. 16. R7: How does social media usage among these entities differ?
  17. 17. R8: Is social media usage impacted by the research study? There was no discernible difference in the number of Tweets or Facebook posts from any of the four entities.
  18. 18. Limitations • Small sample • Overly skewed to the social media stars in English-language outlets • Census of Spanish-language outlets • Watchful eye of an editor
  19. 19. Discussion • Spanish-language market for newspapers differs in adoption of social media usage, possibly due to resources • Focus of Spanish-language social media in creating dialogue is unique • Reporters and editors see social media as integral to their continued success
  20. 20. Questions??? My contact info: Dr. Kay L. Colley Texas Wesleyan University kcolley@txwes.edu 817-584-4691

×