„Journalismus 2.0“ (Dr. Holger Schmidt, Wirtschaftsredakteur bei der F.A.Z.) http://www.wob.ag/ueberuns/brand_afternoon

1. Journalism 2.0
The Impact of Social Media on Journalism and PR
Brand Afternoon  22. September 2010  Dr. Holger Schmidt / FAZ

2. How
media use
has changed

4. Medienwandel (I)„The Internet is essential für
my daily information“

5. How
information behavior
has changed

7. Medienwandel (II)
R
Radio
Internet
Magazine
Newspaper
TV
“When I look for more information
about a topic, then I use …”

8. How
Social Media
has changed

9. Social Networks and Blogs
Country Reach Retention
(Percent) (Hour/Month)
Brasil 86 5:03
Italy 78 6:28
USA 74 6:35
France 73 4:10
Germany 63 4:13
Suisse 59 3:44
World 75 6:00
Growth + 24 % + 66 %
Source: Nielsen
75 percent of all internet users are active in social media
 Social Media is No. 1 web activity
 Spokesmen and Journalists must go where the users are

12. USA China Germany Russia Brasil UK India France Japan
Source: Comscore

13. Source: Comscore
Russia Brasil Germany India Japan USA France UK

14. US: Facebook vs New York Times

15. Germany: Facebook vs T‐Online vs Spiegel.de

16. Twitter in Germany: Still growing

17. How
Social Media
has changed
information behavior

18. Source: Pew Internet

19. Source: Generation Netzwerk

21. Twitter is News Media
Twitter isn‘t a Social Network
Only 21 percent of connections
are reciprocal, 79 percent
are „one way“
„Retweet‐Charts“ are dominated
by Newssites like CNN, NYT,
Mashable, Techcrunch

22. Information flow
on Twitter
• „Superhubs“ instead
of classical Gatekeeper
•Fast
• Twitter accelerates all other
electronic media
• Uncontrolled
• Many new sources
• Who want to influence
these information flows
must be part of the system
• PR must identify the „Superhubs“
or influencer on Twitter

23. Top 50 most influencial news media Twitter Accounts
Source: http://www.cam.cornell.edu/~dromero/news.html

24. German Journalists on Twitter

25. Twitter in Journalism
Information Gathering
• Timeline with most important sources
– Classical News Media (SpOn, FAZ, CNN, NYT…)
– Journals
– Influencer (Blogger / Consultants)
– Anyone who distribute interesting information
 Twitter is my most important newswire.
• Research (Crowdsourcing)
• Seismograph for trending topics
Information Distribution
• Follower
• Follower of Follower (Retweets / Network)
Communication

26. Gathering Information Distribute Information Communication

30. Personal Social Media
Distribution Channel
+ Retweets
+ „Likes“ + „Shared Links“

31. Network effects

33. Growing
Traffic from
Social Media

34. German Press Offices on Twitter

35. Greenpeace against Nestlé

37. German Press Officer on Twitter

38. Summary
- The realtime internet is there – and it won‘t go away anymore
‐ Social Media and realtime internet have a high dynamic,
which is difficult to control.
‐ More and more journalists use Social Media, because their readers are there.
‐ Social algorithms will sort and assess the information overload