The document discusses how journalists use social media and online resources in their work, with 91% searching Google and 89% using blogs for stories, research, and sources. It also summarizes a study finding that over 75% of reporters view blogs as helpful for story ideas and insight, and that nearly 70% regularly read multiple blogs for research. Finally, the document covers a survey of over 1,100 organizations on their social media activities, challenges, and metrics, finding that most are increasing budgets and time on social media but still experimenting to understand its value and fit with objectives.

1. Social Media and Online PR

2. Journalists

8. Social media activity

10. Social media activity: breakdown by turnover

11. Social media activity: breakdown by sector

15. Tactics and strategies

18. Areas of social media covered

19. Resourcing

20. Do you have resources dedicated to your social media activity?

24. Budgets, effectiveness and measurement

29. Twitter

31. How does your organization use Twitter?

35. Barriers

36. Reasons for not investing in social media

37. Barriers to effective social media engagement

38. Problems and challenges Social media done badly is worse than social media not done at all. We have decided to stay laggards because without the resources to dedicate to maintaining and updating content, it is a recipe for failure. Effective social media marketing requires buy-in from across the organisation with everybody contributing. We are still on a learning curve, but the biggest barrier is having a small team and a lack of time and resource to explore the potential benefits of this activity. “ “ “ ” ” ”