Digital Journalism – How News is Sourced with Social Media [Infographic]

RoyMorejon
Roy Morejon President, Command Partners

Posted on July 5th 2012

Digital Journalism – How News is Sourced with Social Media [Infographic]

A week ago I wrote a post on how social media is replacing traditional journalism as a news source and the feedback was interesting to say the least. When I look deeper at how mobile and social media drive news consumption the information begins to add up. A recent article points out the growing trend of digital media in newsrooms with their fifth annual Oriella Digital Journalism Study:

The data from this year’s study, done with our partners in the Oriella PR Network,  struck us in a few different ways.  First of all, a far wider range of content assets are being used by more publications. 
All kinds of media – from national newspapers to lifestyle titles and B2B media – are using content such as infographics, videos and blogs to enhance their coverage. Particularly striking is the adoption of video, which has shot up from 20 percent in 2011 to over 36 percent today on a worldwide basis. 
Closer to home, 69 percent of the journalists we spoke to said their publications published video produced video in-house. Social media aren’t just shaping the way publications package and deliver their stories. 
They’re having a huge impact on the way newsgathering is carried out. Our study suggests that enthusiasm for ‘open source’ journalism has been tempered a little, while reliable contacts are more valued than ever.
More than half of our respondents (55 percent) said they use microblogs to source new stories, and 44 percent use blogs in the same way – but only when the source behind it is known or trusted by them. For unknown sources, reliance on social media roughly halves – falling to 26 percent for microblogs and 22 percent for blogs. 
However, 63 percent of respondents would source stories from industry insiders. This preference for the ‘trusted source’ is also supported by where journalists say they go as their first point of call for news stories.  In 2011, the press release in-tray was the top starting point; this year, it had fallen to third place. 
Spokespeople have become the most valued starting point for news stories, by a comfortable margin. These trends are telling of the expectations media (and other influencers) have of brands today. 
Journalists won’t accept ‘pre-packed’ news from brands (and their agencies) in the form of releases, and they are looking for far more variety in the kinds of stories brands talk about, and the way they are told. And, they expect brands to be properly engaged with the relevant social networks: not as a box-ticking exercise driven by the PR department, but a genuine engagement at all levels of the business.

RoyMorejon

Roy Morejon

President, Command Partners

Digital Marketing Agency President
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Comments

Robin Carey
Posted on July 6th 2012 at 2:53PM

Terrific post, Roy.  You would find a good case of the way this works in my recent post/interview with Suzie McCarthy about the UVA President's reinstatement.  http://socialmediatoday.com/robin-carey/570791/leader-crowd-suzie-mccart...

RoyMorejon
Posted on July 6th 2012 at 5:25PM

Thanks Robin! Great post - love the quote "Social media creates a legitimacy that can’t be ignored"

MikeGRad6
Posted on July 6th 2012 at 6:43PM

Great infographic Roy. Some of the most interesting stats in the infographic were the ways in which media organziations are utilizing different mediums - video, infographic, images. It's not surprising data as these mediums are the ones that share best on social media platforms and search algorythms. What is interesting about it is the way in which news organizations like the New York Times, that were wholly print and struggled with digital for so long as now starting to get their feet under them in a serious way.


Great stuff Roy.


Michael Girard

Community Engagement, Radian6