This document summarizes key findings from the Cision and Canterbury Christ Church University's 2012 Social Journalism Study. It finds that Canadian journalists rank highest in using social media for work purposes based on a Social Journalism Barometer. The barometer measures social media involvement, practice, knowledge and attitudes. Younger journalists tend to use social media more than older journalists. Journalists in different countries vary in their social media tool usage and attitudes.
Middle East Digital Digest Special: Social Media in the MENA - 2012 ReviewDamian Radcliffe
A personal take on the story of social media in the Middle East in the past year. In 20 slides... Also available at: http://www.slideshare.net/ictQATAR/digital-digest-special-social-media-in-the-mena-2012-review
The Impact of COVID-19 on Journalism in Emerging Economies and the Global SouthDamian Radcliffe
This report explores the untold story of how the COVID crisis has impacted on journalists – and journalism - in Emerging Economies and the Global South. It’s a story told not only through the insights of industry leaders, advocates and media experts – but critically, through the voices of the journalists themselves, too often unheard or silenced. It is the first report of its kind to bring together both fact-based data and first-hand experience with this regional focus.
Taking a deep dive into the critical challenges faced by the profession, the report examines issues including the pandemic’s impact on the personal safety and welfare of journalists, the structure of newsrooms and disruption to business models, the proliferation of fake news, and surging threats to media freedom. The study also identifies best practice and innovative approaches that have been developed as a response to the challenges of COVID-19.
Contributing alumni from TRF’s journalism training programmes span 26 countries, sharing their own experiences to illustrate the reality of journalism outside of North America and Western Europe.
First published by the Thomson Reuters Foundation on 14th January 2021 at http://covid-report.trust.org/
The Relationship of Cross-Cultural Social Network Usage Patterns to Brand Bus...Russ Merz, Ph.D.
A presentation delivered in Helsinki, Finland, July 4-8, 2012, to the Twenty-First Annual World Business Conference of the International Management Development Association (IMDA)
This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.
This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.
Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of
COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.
More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis.
Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers. These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social
audiences onto other networks.
We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID. As a result, social networks will become an increasingly important source for talent spotting, as well as a
key avenue for content and information consumption.
This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities. Social media is already an important part of digital media habits and digital marketing strategies. In 2021,
that importance looks set to continue and grow even further.
This report looks at data from CASE/mStoner/Slover Linett survey of social media in advancement. This data provides a compelling view of what has changed — and what has remained the same since 2010 in the way institutions use social media for advancement. One big change is that some 50% of institutions surveyed use social channels as part of a multi-channel campaign. Contains six case studies of how seven colleges and universities used social media in campaigns.
This academic study on the status quo and future of strategic communication and public relations is based on responses from 1,046 communication professionals working in different types of organizations (25.6% in Canada and 74.4% in the United States). The sample achieved a fairly balanced gender split (47.7% men and 52.1% women) for accurate comparisons. The average age of participants was 41.2 years.
This newest edition of the NACM is part of the Global Communication Monitor series and joins existing studies in Europe (ECM 2020), Latin America (LCM 2020-2021) and Asia-Pacific (APCM 2020-20201) to explore diverse topics, including COVID-19 and communication professionals’ responses, ethical challenges and resources for communication professionals, cybersecurity and communications, gender equality in the profession, strategic issues and communication channels, competency development, salaries, and characteristics of excellent communication departments.
Highlight results include:
• Seven out of 10 professionals were satisfied with their organization’s communication and management during the COVID-19 pandemic, although the satisfaction level significantly decreased as the scope of the leadership responsibility decreases.
• Professionals in the U.S. were significantly more likely than their Canadian counterparts to report ethical challenges, and most ethical concerns are related to social media strategies.
• More than half of professionals confirmed their organization had been a victim of cyberattack or data theft.
• Nearly half (49.5%) of surveyed women acknowledged the impact of the glass ceiling in leadership advancement.
• While building and maintaining trust remains as the top strategic issue for the communication profession, tackling diversity, equity and inclusion (DEI) presents a pressing need.
• Professionals recognize the need to improve competencies, especially in data, technology, and management.
The study has been organized by The Plank Center for Leadership in Public Relations - see www.plankcenter.ua.edu for more details.
Middle East Digital Digest Special: Social Media in the MENA - 2012 ReviewDamian Radcliffe
A personal take on the story of social media in the Middle East in the past year. In 20 slides... Also available at: http://www.slideshare.net/ictQATAR/digital-digest-special-social-media-in-the-mena-2012-review
The Impact of COVID-19 on Journalism in Emerging Economies and the Global SouthDamian Radcliffe
This report explores the untold story of how the COVID crisis has impacted on journalists – and journalism - in Emerging Economies and the Global South. It’s a story told not only through the insights of industry leaders, advocates and media experts – but critically, through the voices of the journalists themselves, too often unheard or silenced. It is the first report of its kind to bring together both fact-based data and first-hand experience with this regional focus.
Taking a deep dive into the critical challenges faced by the profession, the report examines issues including the pandemic’s impact on the personal safety and welfare of journalists, the structure of newsrooms and disruption to business models, the proliferation of fake news, and surging threats to media freedom. The study also identifies best practice and innovative approaches that have been developed as a response to the challenges of COVID-19.
Contributing alumni from TRF’s journalism training programmes span 26 countries, sharing their own experiences to illustrate the reality of journalism outside of North America and Western Europe.
First published by the Thomson Reuters Foundation on 14th January 2021 at http://covid-report.trust.org/
The Relationship of Cross-Cultural Social Network Usage Patterns to Brand Bus...Russ Merz, Ph.D.
A presentation delivered in Helsinki, Finland, July 4-8, 2012, to the Twenty-First Annual World Business Conference of the International Management Development Association (IMDA)
This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.
This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.
Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of
COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.
More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis.
Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers. These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social
audiences onto other networks.
We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID. As a result, social networks will become an increasingly important source for talent spotting, as well as a
key avenue for content and information consumption.
This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities. Social media is already an important part of digital media habits and digital marketing strategies. In 2021,
that importance looks set to continue and grow even further.
This report looks at data from CASE/mStoner/Slover Linett survey of social media in advancement. This data provides a compelling view of what has changed — and what has remained the same since 2010 in the way institutions use social media for advancement. One big change is that some 50% of institutions surveyed use social channels as part of a multi-channel campaign. Contains six case studies of how seven colleges and universities used social media in campaigns.
This academic study on the status quo and future of strategic communication and public relations is based on responses from 1,046 communication professionals working in different types of organizations (25.6% in Canada and 74.4% in the United States). The sample achieved a fairly balanced gender split (47.7% men and 52.1% women) for accurate comparisons. The average age of participants was 41.2 years.
This newest edition of the NACM is part of the Global Communication Monitor series and joins existing studies in Europe (ECM 2020), Latin America (LCM 2020-2021) and Asia-Pacific (APCM 2020-20201) to explore diverse topics, including COVID-19 and communication professionals’ responses, ethical challenges and resources for communication professionals, cybersecurity and communications, gender equality in the profession, strategic issues and communication channels, competency development, salaries, and characteristics of excellent communication departments.
Highlight results include:
• Seven out of 10 professionals were satisfied with their organization’s communication and management during the COVID-19 pandemic, although the satisfaction level significantly decreased as the scope of the leadership responsibility decreases.
• Professionals in the U.S. were significantly more likely than their Canadian counterparts to report ethical challenges, and most ethical concerns are related to social media strategies.
• More than half of professionals confirmed their organization had been a victim of cyberattack or data theft.
• Nearly half (49.5%) of surveyed women acknowledged the impact of the glass ceiling in leadership advancement.
• While building and maintaining trust remains as the top strategic issue for the communication profession, tackling diversity, equity and inclusion (DEI) presents a pressing need.
• Professionals recognize the need to improve competencies, especially in data, technology, and management.
The study has been organized by The Plank Center for Leadership in Public Relations - see www.plankcenter.ua.edu for more details.
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
This full report (102 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2020/21 is based on a survey of 1,155 communication professionals working in companies, non-profits, governmental organisations and agencies across 15 countries and territories in the region including China, Hong Kong and Macau (SAR), Taiwan, Vietnam, Philippines, Thailand, India, Singapore, Brunei, Malaysia, Indonesa, New Zealand and Australia.
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future.
The APCM 2020/21 explored the importance of strategic issues and communication changes over time, ethical challenges for practitioners and how they deal with them, gender equality, and competency gaps and development in communications.
Characteristics of excellent communication departments as well as differences between countries and types of organizations are identified by means of statistical analyses.
The Impact of Social Media (Facebook/YouTube) on the Politically Interest of ...journal ijrtem
Abstract : This work which is entitled “The Impact of Social Media (Facebook/YouTube) on the Political Opinions of Syrians” aimed to report on survey research conducted, which identify the roles that played by the social electronic communication tools as Facebook and YouTube among the Syrian students at the Girne American University (GAU) politically. Moreover, this study aims to answer the following three questions: What impact do Facebook and YouTube have on the Syrian students at the Girne American University (GAU) politically, and what shape does this impact take. Also, dependence of Syrian students on these networks in reading the news. Also, this work has interviewed most of the Syrian students through the survey. This study, demonstrates the appeal that social media can have both positive and negative points in the Syrian students at the University. Keywords: Syria, Facebook, YouTube, Politics, Electronic Communication
Social Media Adoption among the Banking Sector in Sri Lanka: Paper presented ...Parakum Pathirana
Despite social media having a remarkable success in many parts of the world in different contexts such as promoting brands to changing state leaders, the adoption by the banking sector to provide financial services remains relatively low across many parts of the world.
Many banking customers are still reluctant to consume financial services via social media. In fact, how banks should adopt social media still remains unanswered, possibly due to the fluidity of social media compared to the rigidness of the banking sector. The aim of this paper is to devise a framework to better understand the determinants of social media adoption among the banking sector based on the Technology Acceptance Model (TAM).
Paper available at: https://www.academia.edu/15069575/Social_Media_Adoption_among_the_Banking_Sector_in_Sri_Lanka
Succeeding with Social Media in Advancing EducationMichael Stoner
This white paper provides highlights of research into how schools, colleges, and universities use social media in institutional advancement--raising money, building affinity, and marketing the institution. It's based on research conducted in spring, 2009, by CASE, mStoner, and Slover-Linett Strategies, the first-ever study of these activities. It includes an appendix on how colleges and universities use social media in admission and enrollment and four case studies of social media in action.
Are Social Networking more persuasive than Traditional Word of MouthKUMAR GAURAV
In the present scenario of 21st century when every thing is changing so fast traditional things are losing its importance. This research is conducted to investigate and compare the reliability of recommendation made through social networking and traditional word of mouth.
Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
Major findings are-
-Consumers awareness towards Social Networking and traditional WOM is high.
-Social Network Marketing is more reliable that traditional WOM.
Suggestions-
-Companies should try to promote positive word about their products through social networking and WOM because traditional advertising id losing its effectiveness and due to increased consumerism.
-Companies should to use social networking efficiently to increase their market share because it is not only cost effective but reliable too.
-Quality should be maintained because consumer believe that spreading positive WOM and social networking is difficult because they are not controlled by the marketers and its possible only when product quality is good.
Social Media for public administrations: opportunities and challengesAlessandro Lovari
My presentation at the European Project eCitizens II, event organized by Municipality of Bologna, Italy. My speech was about the role of social media for public communication, focus on the potentialities of these platforms for administrations. Moreover I also discuss some empirical outputs coming from some studies I did with some colleagues. In the last part I discussed the managerial implications and guidelines
With more than 10 years experience in the field of design and advertising
in the strongest advertising company in Egypt yellow pages and 140 online
creating and implement advertising campaigns in all its forms Printed Materials, Media , giveaways and TV ads
I designed website and mobile application for Yellow Pages & 140 online websites
Designed customer ads in yellow pages and 140online more than 1000 ad.
I understand in printing, video , 3d, sound edit, video edit, presentations,
and more
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
This full report (102 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2020/21 is based on a survey of 1,155 communication professionals working in companies, non-profits, governmental organisations and agencies across 15 countries and territories in the region including China, Hong Kong and Macau (SAR), Taiwan, Vietnam, Philippines, Thailand, India, Singapore, Brunei, Malaysia, Indonesa, New Zealand and Australia.
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future.
The APCM 2020/21 explored the importance of strategic issues and communication changes over time, ethical challenges for practitioners and how they deal with them, gender equality, and competency gaps and development in communications.
Characteristics of excellent communication departments as well as differences between countries and types of organizations are identified by means of statistical analyses.
The Impact of Social Media (Facebook/YouTube) on the Politically Interest of ...journal ijrtem
Abstract : This work which is entitled “The Impact of Social Media (Facebook/YouTube) on the Political Opinions of Syrians” aimed to report on survey research conducted, which identify the roles that played by the social electronic communication tools as Facebook and YouTube among the Syrian students at the Girne American University (GAU) politically. Moreover, this study aims to answer the following three questions: What impact do Facebook and YouTube have on the Syrian students at the Girne American University (GAU) politically, and what shape does this impact take. Also, dependence of Syrian students on these networks in reading the news. Also, this work has interviewed most of the Syrian students through the survey. This study, demonstrates the appeal that social media can have both positive and negative points in the Syrian students at the University. Keywords: Syria, Facebook, YouTube, Politics, Electronic Communication
Social Media Adoption among the Banking Sector in Sri Lanka: Paper presented ...Parakum Pathirana
Despite social media having a remarkable success in many parts of the world in different contexts such as promoting brands to changing state leaders, the adoption by the banking sector to provide financial services remains relatively low across many parts of the world.
Many banking customers are still reluctant to consume financial services via social media. In fact, how banks should adopt social media still remains unanswered, possibly due to the fluidity of social media compared to the rigidness of the banking sector. The aim of this paper is to devise a framework to better understand the determinants of social media adoption among the banking sector based on the Technology Acceptance Model (TAM).
Paper available at: https://www.academia.edu/15069575/Social_Media_Adoption_among_the_Banking_Sector_in_Sri_Lanka
Succeeding with Social Media in Advancing EducationMichael Stoner
This white paper provides highlights of research into how schools, colleges, and universities use social media in institutional advancement--raising money, building affinity, and marketing the institution. It's based on research conducted in spring, 2009, by CASE, mStoner, and Slover-Linett Strategies, the first-ever study of these activities. It includes an appendix on how colleges and universities use social media in admission and enrollment and four case studies of social media in action.
Are Social Networking more persuasive than Traditional Word of MouthKUMAR GAURAV
In the present scenario of 21st century when every thing is changing so fast traditional things are losing its importance. This research is conducted to investigate and compare the reliability of recommendation made through social networking and traditional word of mouth.
Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
Major findings are-
-Consumers awareness towards Social Networking and traditional WOM is high.
-Social Network Marketing is more reliable that traditional WOM.
Suggestions-
-Companies should try to promote positive word about their products through social networking and WOM because traditional advertising id losing its effectiveness and due to increased consumerism.
-Companies should to use social networking efficiently to increase their market share because it is not only cost effective but reliable too.
-Quality should be maintained because consumer believe that spreading positive WOM and social networking is difficult because they are not controlled by the marketers and its possible only when product quality is good.
Social Media for public administrations: opportunities and challengesAlessandro Lovari
My presentation at the European Project eCitizens II, event organized by Municipality of Bologna, Italy. My speech was about the role of social media for public communication, focus on the potentialities of these platforms for administrations. Moreover I also discuss some empirical outputs coming from some studies I did with some colleagues. In the last part I discussed the managerial implications and guidelines
With more than 10 years experience in the field of design and advertising
in the strongest advertising company in Egypt yellow pages and 140 online
creating and implement advertising campaigns in all its forms Printed Materials, Media , giveaways and TV ads
I designed website and mobile application for Yellow Pages & 140 online websites
Designed customer ads in yellow pages and 140online more than 1000 ad.
I understand in printing, video , 3d, sound edit, video edit, presentations,
and more
Here are 15 of the top Modern Active Brands that go beyond the power house mega brands that we all know. I encourage you to check them all out and think about how you might be able to collaborate with them.
Hot Dog on a Stick Oportunidades de Franquicias Maestras en Lima, PeruHot Dog on a Stick
Hot Dog on a Stick Oportunidades de Franquicias Maestras en Lima, Peru!
Hot Dog on a Stick se complace a anunciar que estamos brindando la oportunidad de comprar una franquicia Maestra a Lima, Peru
El candidato ideal seria uno que le gusta trabajar con el publico y quien tiene un espíritu emprendedor!
El Menu de Hot Dog on a Stick
Limonadas hechos de mano
Hot Dog on a Stick (en palo)
Cheese on a Stick (queso en palo)
Hot Dog en panecillo
Papas Fritas
Funnel Cake Sticks (Pastel de Embudo)
Por favor visite nuestro sitio Web para obtener más información!
http://www.hotdogonastickfranchise.com/
In this presentation introduction of Micro-teaching has been given along with description of two micro-teaching skills: Skill of Introducing the Lesson and Skill of Stimulus Variation.
Despite growing investments in and increased use of social media, many companies, non-profit organizations, governmental institutions and associations are far from utilizing the full potential of these communication channels. This is revealed by the study “Social Media Governance 2011”, a joint research project organized by the University of Leipzig, pressesprecher magazine, and Fink & Fuchs Public Relations. The study was conducted for the second time this year, following a pilot study in 2010. A total of 596 corporate communication managers in Germany, Austria and Switzerland were surveyed. The study investigated the status quo of Social Media Governance, i.e. the status of regulatory frameworks for the strategic management of social media activities in organizations, identified the parameters and prerequisites for communicating on the social web, and examined the associated changes in the daily work and the required level of expertise.
Empirical study reporting on the expertise, structures and strategies of companies, governmental organisations and non-profiut organizations communicating on the social web. Academic research conducted in Germany, Austria and Switzerland. A total of 596 corporate communication managers were surveyed.
Paper presented at the International Association for Suicide Prevention Congress in Oslo, September 2013. The paper outlines work in Australia to progress priorities and collaboration around suicide prevention and social media.
The findings of this research study (purchase on Amazon.com) examines the impact social media has on consumers and decision-makers around the world and characterizes the impact of social influence models. The Social Mind research explores the best practices of using social business as a platform to strengthen sustainable methods for working and living in new, interactive and collaborative business world. It identifies key characteristics and insights into the engagement behaviors of influencers and individuals, and how organizations can maximize reach and influence to execute on what we call the new Principals of Engagement in the Millennium.
Social business is dynamically changing the face of human interaction and communications globally. The emergence of new social behaviors and interrelationships between individuals, organizations, thought leaders and influencers are evolving in new and previously unforeseen ways primarily because of social media networks and peer groups.
A disruption is in the making, but this time, human behavior is the driver, not technology. People want and need to get the information they need at the time they desire it, especially from those they consider to be experts. We are returning to the “apple cart” of yesteryear. However, this time around we are armed with digital devices to extend our global ability to talk with the companies and people who inform our decisions.
This paradigm shift is a major communications innovation in all markets, which is radically changing the way people and organizations engage and behave online. There is also a strong link between social networking and what might be called “a new global anthropology” that is developing because of these new behaviors, interactions and interrelationships between cultures enabled through social business.
Over the past three years Vanessa DiMauro, Peter Auditore and myself, all Society for New Communications Research fellows, have embarked on a series of research studies to understand this new and evolving business platform and its impact on social communications and influence.
Amp Agency - The Psychology of Social - February 2012Steven Duque
Once considered a fad, social media has become the epicenter of online experience. Many social media users express a profound connection to sites like Facebook and Twitter, while others prefer smartphone apps like foursquare. Understanding and exploring why social media has such strong behavioral and psychological connections with users can help marketers better identify strategies for outreach, interaction and content creation. In this report, AMP's Insights Lab has partnered with a team of psychologists and consumers to explore the behavioral and psychological philosophies that bond consumers to social media and then translate those principles into business strategies.
Understanding and Implementing Innovation in News Media and JournalismDamian Radcliffe
It is a truth universally acknowledged, that a media company in possession of a good fortune (an audience, brand recognition and decent revenues), must (still) be in want of innovation.
The pace of change in our industry means that even the biggest, most successful, companies need to continually innovate, refresh and reinvent what they do and how they do it. Those who don’t risk being left behind, overtaken by digital upstarts, or blown away by more established players with deeper pockets and a longer transformational runway.
I asked 10 experts — leading media practitioners, researchers and scholars around the world — for their insights around what constitutes innovation, the barriers to implementing it, and how to overcome these roadblocks.
--
This report is based on a series of in-depth email interviews with ten leading media practitioners, researchers and scholars around the world.
It would not have been possible without the thoughtful and insightful contributions provided by Federica Cherubini, Professor Lucy Kueng, Joon-Nie Lau, Nic Newman, Rishad Patel, Professor Devadas Rajaram, Thomas Seymat, Professor Jane Singer, Patricia Torres-Burd and Dr. Gillian Youngs.
The report was produced as part of the Journalism Breakthroughs project, The Center for Media, Data and Society (CMDS); a research center for the study of media, communication, and information policy and its impact on society and practice.
Corporate Communication & Social Media: A study of its usage patterninventionjournals
Social media helps corporate communication professionals to build and maintain relationships with
all the publics. Nowadays a company’s reputation also depends on the image built by the company in social
media. This study aims to examine; on how corporate communication professionals use social media for
corporate communications. The data for the study was collected from 125 corporate communication
professionals across Bengaluru city through a scientific survey method and sampling procedures. The research
study found that Facebook, Twitter and LinkedIn were extensively used for corporate communication. The most
popular uses of social media for corporate communications were employee communication, customer/consumer
relations, relationship with general public and media relations. Majority of the messages shared on social
media were pertaining to events organised by the company, achievements, news, promotional messages and
corporate social responsibility. Social media is the future; hence, corporate communication and PR
professionals should exploit this media for all their corporate communication uses, needs and campaigns
Die Umfrage wurde erstellt, um das Verständnis der Medienindustrie über die Annahme sozialer Medien
sowie die Auswirkungen benutzter Technologien und Prozesse sozialer Medien auf die journalistische Arbeit zu
vertiefen. Cision führt diese Umfrage im Jahresrhythmus durch, um weiterhin über Best Pract ices
innerhalb des PR- und Kommunikationsbereichs zu informieren und das Verständnis der Medienindustri e
zu erweitern, inwieweit Journalisten, PR- und Kommunikationsfachleute soziale und andere Medien
nutzen und bewerten.
Mit den Cision Influencer Listen haben Sie problemlosen Zugang zu massgeschneiderten, Listen der einflussreichsten Meinungsmacher & Medien, zusammengestellt nach Regionen und Themen und laufend aktualisiert vom Cision Media Research Team.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
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1. Journalists Views and
Usage of Social Media
by Cision and Canterbury Christ Church University
Cision Social Journalism Study 2012 - Global Report
2. Social Journalism Study 2012 - Global Report
EXECUTIVE SUMMARY
Key findings:
• Canadian journalists rank highest in our Social • Breakdown of profile groups vary from coun-
Journalism Barometer 2012; they use social me- try to country; the highest percentage of Ar-
dia the most, the tools are most embedded in chitects are in Australia and Canada, Finland
their professional practices and their perceived has the most Hunters, US the most Promo-
knowledge is the highest; ters, Sweden the most Sceptics and Germany
the most Observers;
• Swedish journalists have the most positive views
about the impacts of social media on their pro- • Age is an important influencing factor on so-
fession, while Australian journalists are the most cial media use and attitudes; Younger (18-27)
concerned about these effects; journalists use social media more and they
have a more positive outlook on these tools
• The use of microblogs, such as Twitter, is highest
compared to their more senior counterparts
in Canada (79.9%) and the UK (79.4%) and lo-
(46+). The former group is more likely to be
west in Germany (46%), while professional social
an Architect or Promoter, while older journa-
networking sites, such as LinkedIn, are the most
lists are much more likely to be Sceptic.
popular among journalists in the US (85.8%) and
least in Finland (43.3%); • Media sector is another factor affecting soci-
al media uses and attitudes. Not surprisingly,
• The study found five profile groups of professio-
online journalists use more social media than
nal social media users. These profiles, which are
print journalists, and they also have higher
present in all surveyed countries, differ in terms
levels of knowledge. Broadcast journalists in
of patterns of use, knowledge, purposes of use
many countries are also among the highest
and attitudes:
users of social media, particularly of micro-
DD Architects are the movers and shakers of the blogging.
professional social media world;
• Using Forrester Social Technographics® seg-
DD Promoters are heavy users focusing mainly on mentation model as a comparison, this study
disseminating and advocating their work; revealed that journalists are much more ac-
DD Hunters are medium level users who are keen tive social media users compared to the ge-
networkers and use social media for sourcing neral population making them social media
information as well as finding contacts; champions within society.
DD Observers are lighter users who are not keen
contributors in the social media world but do
use the tools to find information and monitor
what‘s going on;
DD Sceptics are low users who have generally
negative attitudes towards the use and the
impacts of social media.
2
3. Social Journalism Study 2012 - Global Report
SURVEY BACKGROUND
The annual Social Journalism Study conducted by This report is the analysis of the responses from
Cision and Canterbury Christ Church University, UK eight countries: Australia, Canada, Finland, France,
is charting the changes of how journalists and me- Germany, Sweden, UK, and USA. Sample sizes in
dia professionals use social media for work. Unique Italy, Spain and the Netherlands were too small to
to this year’s study is the identification of five profile include in statistical analysis.
groups of professional social media users who differ
in terms of patterns of use, attitude and knowledge. Compared to last year, journalists use more variety
These groups are: Architects, Hunters, Observers, of social media tools, in particular the use of micro-
Promoters and Sceptics. New to this year’s report too blogs and professional social networking sites in-
is the Social Journalism Barometer which was deve- creased (from 45% to 66% and from 36% to 74.3%
loped to assess social media involvement, practice, respectively). Journalists also use social media for
knowledge and attitudes among journalists and more varied purposes compared to a year ago. The
media professionals in different countries. To put 2011 study showed that publishing and promoting
journalists in the wider social context of the chan- own content was the most important purposes of
ging use of technology, we also included a compa- use. This remained important, however, the uses
rison to Forrester’s Social Technographics® framework of social media for sourcing information/news as
of general population‘s use of social media. well as for networking have increased overall. There
were no major changes regarding contact between
This year‘s online study was compiled from over PR professionals and journalists with email, telepho-
3650 journalists’ responses from 11 different coun- ne and face-to-face remaining the three most com-
tries; US, Canada, Australia, France, Germany, UK, mon ways to communicate between journalists and
Finland, Sweden, Italy, Spain and the Netherlands. PR professionals.
Index
SOCIAL JOURNALISM BAROMETER 2012 4
SOCIAL JOURNALISM STUDY 2012 6
INFLUENCE OF PROFESSIONAL AND DEMOGRAPHIC FACTORS 11
PROFESSIONAL SOCIAL MEDIA PROFILES 12
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES 14
JOURNALISTS ARE SOCIAL MEDIA CHAMPIONS 20
ABOUT THE DATA 21
ABOUT THE SURVEY 22
3
4. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM BAROMETER 2012
The Social Journalism Barometer 2012 ranks countries on the basis of their responses to a survey and is
a final score achieved from ranking four key dimensions; social media involvement, practice, knowledge
and attitudes. These four key dimensions are made up of nine indicators; daily use of social media, num-
ber of followers, social media activities and tasks undertaken, types of social media tools used, the profes-
sional tasks undertaken, perceived knowledge, attitudes towards the impact of social media on work as
well as impact on profession, and perceived barriers preventing greater user of social media. These nine
indicators are the result of the measurement and score from over 56 question on social media, journalism
and communication practices.
4
5. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM BAROMETER 2012
Involvement
Daily social media use for work is generally high
in the eight countries, although it is not something
most journalists use non-stop. Even in Canada and
the US, where uses are the highest, less than 20%
of journalists use social media for eight hours or
more. Social media uses for work, however, vary
greatly between the countries (Figure 1). Indeed,
countries differed the most in relation to this indica-
tor of the Barometer. Canada and the US recorded
an average of more than 4 hours per day using
social media, while Finland and Germany less than
3 hours. The percentage of journalists who use so-
cial media for work for less than an hour a day were
lowest in Canada (6.3%) and the US (8.5%) and
highest in Germany (18.3%) and Finland (16.9%) Figure 1 - Differences in Social Media Use for Work (hours per day per country)
A similar pattern of ranking emerged when countries were compared in relation to how many followers/
friends respondents had on their preferred social networking or microblogging site (Figure 2). There were
very little differences between Canada, US and the UK, with about half of the journalists recording having
more than 500 followers on their preferred site and less than 8% having no followers/friends. Germany
and Finland reported the highest number of those with no followers (24.5% and 15% respectively) and
lowest number of those with more than 500 followers (21.1% and 18.3% respectively).
Figure 2 - Number of
Followers/Friends on
Respondents’ Preferred
Social Media Site
1 The four dimensions are calculated from values in nine indicators together measuring a total of 47 variables. The nine indicators are:
• Social Media Involvement: Daily Work Use (1); Number of Followers/Friends (2)
• Social Media Practice: Professional Social Media Activities (3); Social Media Types Used (4); Purposes of Professional Social Media Use (5)
• Social Media Knowledge: Perceived Knowledge (6)
• Social Media Attitudes: Views About Impacts on their Own Work (7); Views about Impacts on the Profession (8); Perceptions about Barriers (9)
5
6. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM STUDY 2012
Practice
In relation to patterns of social media practice, the Barometer ranked the countries in terms of professio-
nal social media activities, diversity of social media types used and purposes of professional social me-
dia use. Figure 3 illustrates some of the professional social media activities which were measured in the
survey. Journalists in the two North American countries were the most active; about half of them posting
original comment on a social networking or microblogging site daily; one in five using social media daily
to meet new people in their field of work; almost a quarter of them maintaining a work-related blog daily;
and about a third of them replying to comments they receive on social media sites daily. The most passive
users turned out to be respondents in Finland; only 2.4% of whom maintain a work-related blog daily and
only 7% reply to comments on social media sites daily.
Country Post original Use social media to Maintain a work- Reply to comments
comment on social meet new people related blog daily you receive in re-
networking or in their field of lation to your work
microblogging site work daily on social media
daily sites daily
Australia 37.8 13.3 14.8 29.6
Canada 50.3 21 24.3 38.3
Finland 16.1 9.7 2.4 7
France 29.8 14.9 17.7 28.4
Germany 16.7 11 8.1 17.5
Sweden 26.4 7.9 8.9 16.7
United Kingdom 46.9 16.3 9.8 28.1
United States 47 19.1 23 36.1
Figure 3 - Daily use of Selected Social Media Activities (% of respondents)
The survey distinguished seven main categories
of social media tools: blogs, content commu-
nities and crowdsourcing sites, microblogs,
professional social networks, social networks,
audio-visual sites and social readers and book-
marking sites. Respondents were asked how
many of these types they used for work. This was
another indicator where there were significant
differences between the countries (Figure 4). The
ranking again was similar at the top and the bot-
tom with almost half of the journalists in Canada
and the US using more than six types of social
media tools for work in a typical week, while in Figure 4 - Percentage of Respondents Who Used more than
Six Types of Social Media Tools for Work in a Typical Week
Finland and Germany the figures were 22% and
27% respectively.
6
7. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM STUDY 2012
When taking all the countries together, the most popular social media types are social networking sites
(80%) and content communities and crowdsourcing sites (78.7%) and the least popular are social reader
and bookmarking tools (20.9%). However, popularity of specific tools varied between the countries. The
highest variances were reported in relation to microblogs and professional social networking sites. Use
of microblogs was highest in Canada (79.9%) and the UK (79.4%) and lowest in Germany (46%), while in
the case of professional social networking sites the US reported the top figure (85.8%) and Finland the
smallest (43.3%). In countries with the highest levels of social media uses, notably in Canada, US and the
UK, there were generally high uses in most social media categories, except for social readers. More than
two-thirds of journalists in these three countries used each of the other six categories in a typical week for
work. In countries with lower uses of social media, namely in Finland and Germany, uses of different types
of social media vary more. There tend to be three categories of social media with high user levels, while
other categories recorded significantly lower figures. In Germany, for instance, the percentage of respon-
dents who used content communities in a typical week for work were 85.4%, for social networks 71%,
while for microblogs it was 46% and for blogs 64.2%. Apart from level of uses, other factors also influence
diversity of social media tools applied. For instance, interesting to note the potential impact of journalis-
tic culture when comparing figures between France and the UK. In the more information orientated and
competitive journalistic environment of the UK, microblogs were used by 79.4% of respondents and blogs
were used by 68%, while in the somewhat more opinion and analysis orientated journalistic culture of
France these figures were the opposite, 77.2% for blogs and 61.9% for microblogs.
Country Blogs Content Micro- Professional Social Audio-visual Social reader and
commu- blogs social networ- networ- sharing sites bookmarking
nities and king sites king sites tools
crowd-
sourcing
sites
Australia 67.9 77 68.9 65.8 84.2 71.9 23.5
Canada 79.6 74.8 79.9 75.5 84.9 77.7 33.5
Finland 78.7 85.2 46.7 43.3 83.6 71.3 8.8
France 77.2 77.7 61.9 70 76.7 81.4 19.5
Germany 63.7 85.4 46 64.2 71 67.4 16.7
Sweden 79 86.3 63.7 46.6 85.3 72.4 12.1
United Kingdom 68 70.2 79.4 75.7 72.1 65.6 20.1
United States 81.8 73 77 85.8 82.7 71.8 33.3
Figure 5 - Work-Related Use of Specific Social Media Type in a Typical Week (% of respondents)
Respondents were asked about their reasons for using social media. Overall, sourcing was reported as
the main reason for social media use (80% on average across the countries) followed by publishing and
promoting own content (69.4% on average), while the least popular task was verifying (59.8% on average).
However, again countries varied (Figure 6). Notably, using social media for sourcing information was
7
8. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM STUDY 2012
significantly lower in Finland compared to the other countries, and highest for monitoring what‘s going
on. Germany in contrast reported one of the highest figures for sourcing but the lowest use for networ-
king. The two North American countries reported high levels of uses across all professional tasks sur-
veyed.
Country Publishing Sourcing Networking Verifying Monitoring
Australia 74 86.2 67.9 59.2 66.3
Canada 83.2 83.2 73.7 63 61.1
Finland 50.3 44.4 58.6 67.7 81.7
France 64.7 86 69.3 55.8 73
Germany 56.9 85.9 57.7 59.5 56.9
Sweden 62.5 89.3 61.1 53.6 68.3
United Kingdom 80.9 84 74.5 60.8 66.8
United States 82.7 80.6 77 59.4 68.2
Figure 6 - Social Media Use for Professional Tasks in a Typical Week (% of respondents)
Knowledge
Most respondents rated their knowledge about social media tools as at least adequate with only 26.6%
reporting their knowledge as poor or non-existent. Figures, again, varied between the countries (Figure
7). Countries with higher uses of the tools ranked high on perceived knowledge too. In Canada and the
US 16.8% and 17.2% of journalists respectively told us that they had no or poor knowledge about social
media, while the figure was 36.8% in Germany and 36.3% in Finland.
Figure 7 - Perceived Knowledge in Using Social Media Tools for Work (% of respondents)
8
9. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM STUDY 2012
Attitudes
The Social Journalism Barometer rated attitudes of three indicators. The first indicator gauged the views
of respondents about the impacts of social media on their work (Figure 8). They were asked to rate state-
ments such as Social media have improved the productivity of my work and I would not be able to carry
out my work without social media. Overall, journalists were more likely to be positive than negative about
the impacts of social media on their work. Differences between the countries followed patterns of diffe-
rences in social media use. North American countries were more positive about the impacts than Finland
and Germany. For instance, in Canada 47.9% of respondents agree moderately or completely that social
media have improved the productivity of their work, while the figure for Germany was 29.5%.
Figure 8 - Percentage of Respondents who Agree that Social Media have Improved the Productivity of their Work
Interestingly, the ranking followed a different pattern in relation to views about the impacts of social media
on the journalistic profession (Figure 9). Respondents were asked to what extent they agreed with state-
ments, such as Crowdsourcing improves the quality of journalism and Social media are undermining
traditional journalistic values, such as objectivity. Overall, there were less negative perceptions about
the impacts of social media on the profession compared to views about the impacts on journalists‘ work.
However, there were also more ambivalent views about the impacts on the profession. Swedish journalists
are the most positive about the impacts of social media on their profession and Australian journalists the
least. There were notable differences in views about crowdsourcing and whether it improves the quality
of journalism. 74.6% of respondents in Sweden agreed at least moderately that crowdsourcing improves
quality while only 25% in Australia and 19.3% in Germany did so.
Figure 9 - Percentage of Respondents who Agree that Crowdsourcing Improves Quality of Journalism
9
10. Social Journalism Study 2012 - Global Report
SOCIAL JOURNALISM STUDY 2012
The final indicator concer-
ned barriers to increased use
of social media. The survey
asked about trustworthiness of
information on social media,
concerns over privacy and data
security as well as regulation of
social media use in their orga-
nisation. Overall, privacy and
data security concerns came
Figure 10 - Percentages of Respondents who Agreed that Concerns Over
out as the most important bar- Privacy and Data Security Prevent them Using Social Media More
rier to increased social media
use, and internal organisational regulations were seen as the least significant barrier. Swedish journalists
were the most upbeat about overcoming barriers to social media use followed by their counterparts in
Canada and the US (Figure 10). In contrast, Germany had the highest number of respondents who had ne-
gative views about overcoming barriers. For instance, 52.2% of respondents in Germany agreed (at least
moderately) that concerns over privacy and data security prevent them using social media more, compa-
red to 23.8% in Sweden
Combined Ranking
The combined ranking of the Social Journalism Barometer is calculated by taking an average rank score
for all four dimensions for each country (Figure 11). Canada and the US were consistently on the top in the
rankings of most individual dimensions discussed above, thus unsurprisingly they come out on the top
for the combined ranking too. There were little differences between these two countries, and these were
statistically not significant. Germany and Finland, on the other hand, were often at the end of the ran-
kings in individual dimensions, hence again unsurprisingly they are at the bottom of the combined rank.
The middling countries vary in their ranking in the different indicators, but they tend to rank high at least
in one dimension. The UK, for instance, rank high in international comparison in terms of social media
involvement and practices of journalists, while Swedish journalists scored highly on their positive attitudes
about the impacts of social media. The reasons for the differences between the countries are multi-fold,
but we suggest that an important cause is the variations in dominance of the professional social media
profile groups in individual countries.
Country Involvement Practice Knowledge Attitudes Combined Ranking
Canada 1 1 1 1 1st
United States 2 2 2 3 2nd
United Kingdom 3 3 4 4 3rd
Sweden 4 6 5 1 4th
Australia 4 4 3 7 5th
France 6 5 6 5 6th
Finland 7 8 8 5 7th
Germany 8 7 7 8 8th
Figure 11 – Social Journalism Barometer 2012 Combined Ranking
10
11. Social Journalism Study 2012 - Global Report
INFLUENCE OF PROFESSIONAL AND DEMOGRAPHIC FACTORS
The study found that the country was the most significant variable influencing patterns of social media use
of journalists as well as their attitudes. However, other factors also affect these patterns. The media sector
journalists worked in was the most significant compared to other professional variables such as size of
organisations and target audience. The relationship between media sector and frequency of social media
use per day was found to be significant in most countries with online journalists using social media for
more hours per day than print journalists as well as the former using more different types of social media.
Online journalists also tended to have more positive views about the impacts of social media. Broadcast
journalists were also high users of social media, but their patterns varied from country to country.
Among the demographic variables, it was age which was the most significant factor influencing patterns
of uses and attitudes. Statistical analysis in all eight countries showed that there is a correlation between
age and social media use which suggest that as age increases uses of social media decreases, meaning
that younger journalists do use social media significantly more than older journalists. Older journalists
also use fewer different types of social media tools as well as they are less positive about the impacts of
social media on their work as well as on the profession.
11
12. Social Journalism Study 2012 - Global Report
PROFESSIONAL SOCIAL MEDIA PROFILES
The study found five types of professional social media users who differ in terms of patterns of use,
knowledge, purposes of use and attitudes. The five profiles of users were present in each country, howe-
ver, the dominant types and the composition of the different types varied greatly. These five profiles were
identified through using cluster analysis, a statistical method to group journalists together that were most
similar to each other in their attitude, behaviour, use and engagement with social media and most diffe-
rent from the other groups.
Figure 12 - The Five Professional Social Media Profiles
12
13. Social Journalism Study 2012 - Global Report
PROFESSIONAL SOCIAL MEDIA PROFILES
Architects: They use social media the most and have the highest self-rated knowledge about these tools.
They also have the most positive views about social media, especially in relation to its impact on their
work, such as on better communications, relationship with the audience as well as promotional oppor-
tunities. Their use of social media is the most diverse, both in terms of the variety of professional tasks
they use the tools for as well as the number of social media types they use. They are not only key content
creators and contributors but often centre of networks.
Promoters: They use social media as frequently as the Architects but for less amount of time. They have
good self-rated knowledge about the tools. They have positive views about the impacts of social media,
especially that it improved their relationship with their audience as well as they could communicate better
with people in their field of work. They use a variety of social media forms, but prefer blogs and micro-
blogs. They use social media for different reasons, but publishing and promoting is a key function for
them.
Hunters: This group is in the middle in terms of time spent using social media, frequency of use and levels
of knowledge. They tend to have positive views about social media but they are not as strongly in favour
as the Architects and the Promoters. They use social media for a variety of reason but networking and
sourcing information are the key functions for them. They regularly use social media to meet new people
in their field of work and follow people they know. They are also keen users of microblogs but are not
frequent content creators.
Observers: They keep a keen eye on what is happening in social media, as they visit sites at least weekly,
but their social media contribution, such as posting or commenting, happens less often. They are not fre-
quent content creators on social media, but occasionally contribute to content communities, crowdsour-
cing sites and write a blog. They use less variety of social media tools and less often compared to previous
profiles. Their main reason for using social media for work is for sourcing information. They tend to have
ambivalent views about the impacts of social media.
Sceptics: This group represents the least active users. They rarely, if ever, create content on social media
sites and are poor networkers. Their self-rated knowledge about social media is low and most of them
use only one or two types of social media forms. Their use of social media for publishing and promoting,
networking and verifying are relatively low. They tend to have negative views about the impacts of social
media. When they do use social media, they are most likely to use it for sourcing information and they
particularly like content communities and crowdsourcing sites.
13
14. Social Journalism Study 2012 - Global Report
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES
The five profile groups vary greatly in their involvement, professional practice,
knowledge and attitudes in relation to social media.
Involvement and Practice
Architects spend the most hours per day using social media for work and Sceptics the least (8 and 2 hours
on average respectively). Whilst both the Architects and the Promoters use social media at least daily to
weekly basis, Hunters and Observers tend to use it at least monthly and Sceptics report using it on a less
than monthly basis. Hunters and Observers spend equal amounts of time using social media for work and
for personal use (50/50), Sceptics are more likely to use it personally than for work (56/44) whereas both
Architects and Promoters spend more time using social media for work than they do for personal use
(approximately 60/40).
Promoters and Architects both likely to have more than 500 followers/friends on their preferred social me-
dia site (67.2% and 68.4% respectively) and highly unlikely to have less than 101 (5% and 3% respectively).
The Hunters and Observers are more likely, on the other hand, to have 101-500 followers (48.6% and
47.2%) but unlikely to have no followers (3.6% and 1.3% respectively). The Sceptics show a very different
profile and as their name suggests are the most likely cluster to have no followers (34%) or up to 100 follo-
wers (27%) and are the fewest with more than 500 followers (8.2%).
500 followers (%) no followers (%)
Figure 13 – Percentage of Profile Groups with more 500 and with No Followers on their Preferred Social Media site
14
15. Social Journalism Study 2012 - Global Report
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES
The five profile groups vary greatly in their involvement, professional practice,
knowledge and attitudes in relation to social media.
The Promoters and the Architects use social media the most widely for different professional tasks, while
the Sceptics the least. The two former groups have a high use of social media for publishing and pro-
moting their work (97.7% and 97%) and sourcing (92% and 93.4%), whilst the reverse pattern is true for
Hunters and Observers who cited sourcing as their main use (80.2% and 84.9%) followed closely by publi-
shing and promoting (79.2% and 78.2%) (Figure 14). Sceptics also used social media the most for sour-
cing (57.6%) and least likely to use it for publishing and promoting (31.5%). For all the profile groups the
least likely reason for using social media tasks is to verify information, except Sceptics who are least likely
to use social media for publishing and promoting.
Professional Social Media Promoters Hunters Sceptics Observers Architects
Profiles
Blogs 95% 78% 57% 74% 88%
Content Communities and 82% 81% 71% 80% 89%
Crowdsourcing Sites
Microblogs 97% 46% 25% 91% 99%
Professional Social Networking 83% 61% 46% 69% 85%
Sites
Social Networking Sites 94% 93% 57% 82% 97%
Audio-Visual Sharing Sites 83% 78% 54% 73% 89%
Social Reader and Bookmarking 35% 17% 6% 17% 48%
Tools
Figure 14 – Professional Social Media Profiles and Their Use of Specific Social Media Tools
On average, the Architects use the widest variety of different social media tools and Sceptics the least.
The former used almost all categories of the tools surveyed, while the latter group only used half of those.
The use of content communities and crodwsourcing sites is high across all groups, while the use of mi-
croblogs varies the most (Figure 14). Microblogs are the most popular tools among Architects, Observers
and Promoters, while Hunters’ most favourite tools are social networking sites and for Sceptics it is con-
tent communities and crowdsourcing sites. The use of blogs is highest among the Promoters (95%), while
Architects is the only group which use social reader and bookmarking tools widely (48%). Social media
practices also vary between the profile groups (Figure 15). Architects and Promoters are the most active
when it comes to posting original content and Sceptics the least. Promoters attend to their work related
blogs the most often, while Architects reply to feedback they receive the most regularly. The latter group
is also the one which contributes frequently to content communities and crowdsourcing sites, which the
other groups hardly ever do.
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16. Social Journalism Study 2012 - Global Report
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES
The five profile groups vary greatly in their involvement, professional practice,
knowledge and attitudes in relation to social media.
Type of Social Media Activity Promoters Hunters Sceptics Observers Architects
Post original comment on a At least daily At least monthly Less than At least weekly At least daily
social networking or blogging monthly
site“
Contribute to content commu- At least At least monthly Never Less than At least weekly
nities or crowdsourcing sites monthly monthly
Maintain a work-related blog At least weekly At least monthly Never Less than At least monthly
monthly
Reply to comments they receive At least weekly At least weekly Less than At least monthly At least daily
in relation to your work on social monthly
media sites
Figure 15 - Social Media Practice of Professional Profile Groups
Knowledge and Attitudes Towards Social Media
Architects score the highest of all the profi-
le groups for self-rated levels of knowledge
in relation to social media, but Promoters
also rate themselves as having good know-
ledge. Hunters and Observers report the
same level of above average knowledge
whilst Sceptics rate themselves as having
low knowledge of social media. In terms
of attitudes towards the impact of social
media on their work, 36.1% of Architects,
19.8% of Promoters and 9.5% of Hunters
expressed very positive views (Figure 16).
Taking the opposite view, over half of Scep-
tics think social media has had a negative
impact on their work and 18.1% of those
strongly believed this was the case. Figure 16 – Respondents’ views about the impacts of social media on their work (%)
Similarly, the majority of Architects (62.6%) and Promoters (54.6%) think that social media has had a po-
sitive impact on their profession, whereas Sceptics (44.3%), Hunters (42.1%), and Observers (40.2%) are
more likely to be ambivalent about these impacts with Sceptics being the most likely group to state that
social media have impacted negatively on their profession. More than all the other profile groups Sceptics
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17. Social Journalism Study 2012 - Global Report
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES
The five profile groups vary greatly in their involvement, professional practice,
knowledge and attitudes in relation to social media.
perceived there to be greater barriers preventing a wider use of social media for their work. The differen-
ces in views between the profile groups are illustrated below (Figure 17) in relation to specific statements
respondents were asked about in the survey. Architects are the most positive about social media, indeed
they think that they would not be able to carry out their work without social media. And Sceptics are the
most negative. Interestingly, it was the Promoters and the Architects, the two groups who use social media
the most, who were the least concerned about privacy and data security as well as about trustworthiness
of information on social media.
Professional Social Media Promoters Hunters Sceptics Observers Architects
Profiles
I would not be able to carry out Ambivalent Ambivalent Disagree Disagree Agree
my work without social media
Social media have improved Ambivalent Ambivalent Disagree Ambivalent Agree
the productivity of my work
I don’t use social media more Disagree Disagree Ambivalent Disagree Disagree
because the information cannot
be trusted
Concerns over privacy and data Disagree Ambivalent Ambivalent Ambivalent Disagree
security prevent me using social
media more
Using social media allows me Agree Agree Ambivalent Agree Strongly Agree
to promote myself and my
work much better
Because of social media, I com- Agree Aree Ambivalent Agree Agree
municate better with people
relevant for my work
Figure 17 - Views about Social Media
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18. Social Journalism Study 2012 - Global Report
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES
The five profile groups vary greatly in their involvement, professional practice,
knowledge and attitudes in relation to social media.
Professional Social Media Profile Groups in Different Countries
The study revealed that the five professional social media profile groups were evident in all surveyed
countries, but the proportion (Figure 18) and specific characteristics of the profiles varies between the
countries.
Figure 18 – Professional Social Media Profile Groups by Country
Promoters represented the largest groups for the US (36.4%) and France (34.6%) and the smallest group
for Germany (9.4%), whilst Hunters were particularly dominant in Finland (40.1%) but were also the largest
group in the UK (34.9%), Australia (29.1%) and Canada (24.3%). Observers tended to have a position as
the third largest groups for example in Finland, Canada, Australia, France and the UK, but did not repre-
sent the largest group in any single country. Sceptics are an interesting group and demonstrate signifi-
cant country variations. They range from being the largest group in Sweden (35.5%) and Germany (34.5%)
to the smallest group in the UK (9.8%), Australia (11.7%) and Canada (13.8%). Architects also varied
substantially across the countries, being the second largest in Canada (23.6%), Australia (24%) and the
US (19.7%), and the smallest group for Finland (6.5%) and Sweden (6.3%). As this group are the movers
and shakers in social media use at work a higher percentage suggests a more dynamic sector. Although
countries vary considerably, some regional patterns are noticeable. With the exception of the UK, Euro-
pean countries tend to have higher combined ratio of observers and sceptics, the two least active social
media user groups, and as a result they also score lower on the Social Journalism Barometer.
In most countries Sceptics are slightly male dominated apart from Australia and the US where Sceptics
have a female bias. For the most part Architects also have a male bias (to as much as 62:38 in Canada) but
in Finland, Australia and the US, Architects are more likely to be female. More media professionals aged
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19. Social Journalism Study 2012 - Global Report
CHARACTERISTICS OF PROFESSIONAL SOCIAL MEDIA PROFILES
The five profile groups vary greatly in their involvement, professional practice,
knowledge and attitudes in relation to social media.
18-27 fell into the Architects cluster but in France and Sweden this age
group were more likely to be Promoters and in the UK and Finland
they were more likely to be Hunters. Journalists aged 28-45 were
most likely to be Hunters although for France and Germany they
were most likely to be Sceptics and in the US, Promoters. Older
media professionals (aged 45+ or over) tended to be Scep-
tics (almost half in Sweden), but in Finland and Australia they
were more likely to be Hunters and in the UK and Canada the
Observers. This older age group were also least likely to be
an Architect in Sweden, UK, Finland and Australia, whereas in
Canada and Germany they were least likely to be Promoters.
More online journalists fell into the category of Promoters in the UK,
US, France and Sweden, but were more likely to be an Architect in
Germany and Australia and Hunter in Finland and Canada. In six out
of the eight countries (US, UK, Finland, Canada, France and Sweden)
magazine journalists were least likely to be an Architect, whereas in the UK there
were fewer who were Sceptics and in Germany they were least likely to be Hunters. There was no strong
pattern when analysing newspaper journalists, for example they were more likely to be Sceptics in Swe-
den and Germany, Hunters in Australia, Finland and the UK, Promoters in the US and France, and Obser-
vers in Canada. Broadcasting journalists were also spread across the profile groups.
Sceptics are mainly found in large organisations in the US, Canada, Germany, Australia, UK, Sweden,
although in Finland and France they were most likely to be found working for a small organisation. Ob-
servers, on the other hand, were most likely to be from a small media organisation in France, Finland,
Sweden and Canada (between 30.3% and 46.5%) or large organisation (between 32.4% and 54.1%) in
Germany, Australia and the UK. Only in the US were Observers most likely to come from a medium sized
organisation. In Canada, Sweden, US and UK freelancers were more likely to be Promoters, Hunters in
Finland and Australia, Sceptics in Germany, and Architects in France. No pattern was evident for medium
sized organisations. Observers are most likely to be found in media organisations who reach a national
audience apart from Canada where they are most likely to be found where they have a local/regional
audience and in the UK an international audience. Promoters and Hunters are often found working in na-
tional organisations, particularly in Finland where 80.3% of Promoters worked for an organisation aimed
at national audience. Although Hunters in Canada and the US are most likely to be local/regional and
Promoters more likely working for an organisation with an international reach. However the percentage
differences between the national and international were fairly small.
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20. Social Journalism Study 2012 - Global Report
JOURNALISTS ARE SOCIAL MEDIA CHAMPIONS
The 2012 Social Journalism Study used the Forrester Social Technographics® segmentation model as a
complementary method to explore journalists’ personal usage of social media and compare with those of
the general population. Over the past 5 years, the Social Technographics® research has developed seven
of consumer’s use of social media; Creators, Conversationalists, Critics, Collectors, Joiners,
Spectators and Inactives . Applying the same analysis, the variations between the seven countries (Fin -
land has been exclude because it does not have a Forrester indicates that journalists’ social media
behaviours differ from those of the general population (Figure). Journalists are more heavily
engaged in all aspects of social media and the proportion of journalists in the categories of Joiners, Crea -
tors, Conversationalists, Collectors and Critics are considerably higher. This is further reinforced with the
very low number of who are classed as ‘inactive’. This suggests that journalists are above average users of
social media in their personal life making them social media champions within society.
Using the Forrester also reinforces the of this survey about county differences. Journalists
and consumers in Canada and the US are more engaged with social media compared to journalists and
consumers in Germany who are the least engaged. For example, the US achieved the highest consumers
scores for Creators, Conversationalists, Critics, Collectors and Spectators. In contrast, it is evident that
Germany achieves the lowest consumer scores in all categories, e.g. Creators, Conversationalists, Critics,
Collectors, Joiners and Spectators. Equally it scores highest in the Inactives (31%) with the next highest
score from the UK (22%) followed by France. This suggests that journalists the wider country use of
social media.
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21. Social Journalism Study 2012 - Global Report
ABOUT THE DATA
This report is based 3656 responses with a response rate of 3.47%. The proportion of male and female
respondents is 53.2% and 46.8% respectively. About half fell in the 28-45 age bracket (see Figure below).
Magazine journalists (28.2%) and journalists who publish online (31.1%) made up two thirds of the sam-
ple. Respondents were more likely to work for large organisations (36.9%) but there is good spread in
different professional settings. Almost 24% of respondents worked for provisions aimed at international
audiences, 46.3% at national audiences and 29.2% worked in the local and regional media sector.
local/regional: 29.2% national: 46.3% international: 23.8%
freelance:
large: 34.2 % medium: 22.8% small: 30.3% 12.8%
broadcasting
newspaper: 25% magazine: 28.2% 12.5% online: 31.1%
18-27y:
28-45y: 50.9% 45+y: 40%
9.1%
Figure - Characteristics of data
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22. Social Journalism Study 2012 - Global Report
ABOUT THE SURVEY
Cision Europe and Canterbury Christ Church University conducted an online survey about the uses and
perceptions, attitudes and behaviours of social media among journalists. Respondents were taken from
Cision’s media database of more than 1.2 million influencers globally. This year‘s study received over
3,650 responses from journalists in 11 different countries; US, Canada, Australia, France, Germany, UK,
Finland, Sweden, Italy, Spain and the Netherlands. Throughout the survey the term journalist is used to
include other media professionals e.g. researchers, editors etc. The statistical analysis, based on a 95%
confidence interval, examined the differences and similarities between sub-populations of respondents.
The types of professional social media users were developed using cluster analysis.
The survey is designed to enhance the media industry’s understanding of social media uptake and the
impact of social media technologies and processes on journalists’ work. Cision conducts this survey on
an annual basis to continue to inform on best practices within the PR and communications field and to
deepen the industry’s understanding of how journalists and professional communicators use and value
social media and other resources. The research examined the patterns of social media usage of journa-
lists, for what professional tasks they use social media and how they view the impact of social media on
journalistic practices and professional values.
For more information about the survey, please contact:
Falk Rehkopf (Cand. Ph.D., MBA, BA)
Managing Director, Cision Germany
Email: falk.rehkopf@cision.com
Dr Ágnes Gulyás
Principal Lecturer, Department of Media, Art and Design, Canterbury Christ Church University
Email: agnes.gulyas@canterbury.ac.uk
Kristine Pole
Senior Lecturer Marketing, Business School, Canterbury Christ Church University
Email: kristine.pole@canterbury.ac.uk
About Cision
Cision is the leading provider of cloud-based software, services, and tools to the public relations and
marketing industry. Marketing and PR professionals use our products to help manage all aspects of their
brands – from identifying key media and influencers to connecting with audiences; monitoring traditional
and social media; and analyzing outcomes. Journalists, bloggers, and other influencers use Cision’s tools
to research story ideas, track trends, and maintain their public profiles. Cision is present in Europe, North
America and Asia, has partners in over 125 countries and is quoted on the Nordic Exchange with revenue
of SEK 1.0 billion in 2011. For more information, visit www.cision.com/de
Visit cision.com/de
Call +49 (0) 69 710 475 180
Email info.de@cision.com
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23. Social Journalism Study 2012 - Global Report
ABOUT THE SURVEY
About Canterbury Christ Church University
Canterbury Christ Church University is a modern university with a particular strength in higher educa-
tion for the public services. With nearly 20,000 students, and five campuses across Kent and Medway,
its courses span a wide range of academic and professional expertise. 93% of our recent UK undergra-
duates were in employment of further study six months after completing their studies. Along with over a
thousand undergraduate, postgraduate and professional training courses on offer, the University is also
home to world-leading and internationally recognised research.
Visit: www.canterbury.ac.uk
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24. @SocJournalismus (Tweets auf Deutsch)
@Soc_Journalism (Tweets in English)
... by Cision and Canterbury Christ Church University
Cision Germany GmbH Call: +49 (0) 69 710475 - 180
Hanauer Landstr. 291 b Email: info.de@cision.com
D-60314 Frankfurt am Main Web: cision.com/de