Distribution of News via Social Media Social media is used to distribute news for several purposes: to spread ideas to a wider audience, to create a loyal community, and to generate web traffic. However, news consumption via social media brings some skepticism as many people do not fully trust news found on social platforms. Additionally, those who discover news through social media spend less time with news articles and view fewer pages compared to those who go directly to news websites. While social media is an important means of discovering news, the level of trust in news found through social platforms remains relatively low.

1. Distribution of News
via Social Media

2. Why?

3. To Spread the Ideas
Integrating Facebook into the website served several purposes: to let Facebook
users know when atlatszo.hu published new content, to interact with
our visitors by engaging them in conversations about topics covered by the
website, to invite them into the information gathering process (crowdsourcing),
to launch donation campaigns, and to recruit volunteers to the project.
Friedrichsen, Mike, and Mühl-Benninghaus, Wolfgang, eds. Handbook of Social Media Management :
Value Chain and Business Models in Changing Media Markets. Berlin, Heidelberg, DEU: Springer,
2013.

4. To Widen the Audience

5. To Create a Loyal Community

6. To Generate Web Traffic
+ instagram, facebook, twitter
https://vk.com/stats?gid=211740

7. To Sell Ads: a Rare Case
1 post = euro 30

8. Market Orientation >> SMM
audience =
citizens content consumers ads
consumers
spreading ideas +
wider audience + + +
brand loyalty +
web traffic +

9. Context

10. Population Online
7.2 billion - world population
3.2 billion - online by the end of 2015
www.bbc.com/news/technology-32884867
http://wearesocial.sg/blog/2015/01/digital-social-mobile-2015/

11. Online Ads
Internet advertising will become the largest
advertising segment. Global total Internet advertising
revenue is forecast to grow from US$135.42bn in 2014
to US$239.87bn in 2019, a CAGR over the period of 12.1%.
As the segment captures an ever-larger portion of
advertising budgets, it will exceed TV to become the largest
single advertising category by 2019.
http://www.pwc.com/gx/en/global-entertainment-media-outlook/segment-insights/internet-advertising.jhtml

12. Social Media
over 2 billion people
use social networks

13. News in SM
45% of americans consume news in SM.
But:
- 35% of them do not trust it;
- those who go directly to the web site are more in number;
http://www.americanpressinstitute.org/publications/reports/survey-research/how-americans-get-news/
- those who come from SM spend less time and see less pages.

14. News in SM

15. Context: News in SM
While social media is becoming an important means of discovering news,
even those who use it bring some skepticism to it. Only 15 percent of
adults who get news through social media say they have high levels of
trust in information they get from that means of discovery. Social media
and word-of-mouth are the least-trusted means of discovering the news.
http://www.americanpressinstitute.org/publications/reports/survey-research/how-americans-get-news/
The Press Institute is an educational non-advocacy nonprofit organization affiliated with the Newspaper
Association of America. It aims to help the news media, especially local publishers and newspaper media,
advance in the digital age. Founded in 1946

16. Context: Traffic From SM
9 % - USA Media (50% growth in 2009 - 2013)
Predicting Dissemination of News Content in Social Media: A Focus on Reception, Friending, and Partisanship
Weeks, Be Holbert, Rl
Journalism & Mass Communication Quarterly, 2013 Jun, Vol.90(2), pp.212-232
~ 10 % - Russian Media
Elnara Petrova, Next Media SMM agency director, Saint Petersburg, Russia
14 % - atlatszo.hu, Hungarian NGO Media startup, only from Facebook

17. Traffic vs./and Trust
Beer Makes Men Smarter. SM - ???

18. Tabloidization Inevitable ?
Digital Gatekeeping: News media versus social media Bro, Peter ; Wallberg,
Filip Digital Journalism, 2014, Vol.2(3), p.446-454
+ 3 more papers on my list stating that tabloids get cited most
+ invertebrates sex case
“Kids make internet stupid” vs. “Do not make your consumer think”

19. Theoretical Framework
Commercialisation
Institutional roles
+ Gatekeepers
+ News Values
+ User Behaviour
2 “layers” of
gatekeepers, digital
bubble - ???
http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles

20. SM News Values
Well known actors and bizarre actions
Digital Gatekeeping: News media versus social media Bro, Peter ; Wallberg, Filip Digital Journalism,
2014, Vol.2(3), p.446-454
Mainstream media and the distribution if news in the age of social discovery, Nick Newman, Reuters, 2011
https://www.youtube.com/watch?
v=OO7ome2Y7fU

21. Tabloid Style Disliked

22. Tabloid Style Disliked

23. Nauka i Zhisn’: Quality Content Does Not Sell
Quality Media?
Non-profit organisation,
95% revenue - sales & subscription, 3% -subsidies from the state, 2% - ads
http://www.nkj.ru/open/23398/
Issued once a month, circulation - 40 000
NKJ.ru - 900 000 unique visitors a month
Facebook: 502 661
VKontakte: 36 762 Published since 1890
Twitter: 8 399
1 manager (= a journalist), 2 hours a day, no ads in, no ads out
Print version subscription does not go up (((

24. Our List of SM News Values