Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Do Journalists Prefer Contact Through Social Media or Email?
Posted on February 26th 2014
One of the most interesting uses of social media, to date, is how it was used during the Boston Bombing manhunt.
Not only could you get updates on Facebook and Twitter – and follow certain hashtags to get the kind of information you wanted – you could listen to the police scanner and learn what was happening full minutes before they reported it on television.
It was such an incredible combination of traditional media, citizen journalists, and law enforcement, it was almost impossible to pull yourself away.
In fact, people were so obsessed, police had to ask the public to stop posting what they were doing on the social networks.
They were certain, at one point, the accused bomber was watching the Twitter feed to stay ahead of the hunt.
Breaking news on the social networks has become such a natural course of action, most newsrooms monitor what’s happening to plan their editorial.
The Hudson River plane landing. Natasha Richardson. Michael Jackson. Khloe and Lamar marriage troubles.
When Phillip Seymour Hoffman died, we all saw the news break on the social networks and then confirmed it was true when the Wall Street Journal and CNN ran stories.
Social Media vs. Email
Social media has completely changed the way we communicate.
And it has changed the way PR professionals do their jobs.
In the recent “State of the Media Research” report, Vocus looked at just how much has changed…and what has stayed the same.
A few interesting statistics from the 256 journalists surveyed:
- When asked how they use social media, nearly half said to connect with their viewers or readers and half said to promote themselves or their stories.
- Half also said they use social media very frequently when developing stories.
- Facebook and Twitter, to no surprise, are the top social networks they use.
- More than three-fourths said the most frequent way they receive pitches is through Facebook, but 45 percent prefer not to be pitched that way.
- Which brings us to the alarming 91 percent who prefer to be pitched via email.
To their credit, Vocus dug into why journalists still prefer email as the main communication method from PR pros.
Some of the direct quotes were:
I don’t think people can develop enough interest and context for a social media pitch. If it’s longer and public, I don’t want my competitors knowing what I might be working on. - National newspaper reporter
Social media is conversation in public with the public. What I decide to report on is not open for public debate. Plus, it’s lazy. If you can find my Twitter handle, you can find my email. - National magazine healthcare reporter
I get ideas from Facebook and Twitter, but I prefer pitches by email with more information. I don’t want a ‘marketing’ pitch that sounds like an ad. In fact, that is usually a turn off. - Regional online business reporter
As Much as it Changes…
As much as it has changed, it still remains the same.
You’re building relationships with human beings. Human beings who are busy, who have feelings, who have interests and passions and hobbies…and who are more inclined to respond to an email or answer a phone call from a person they know.
Use the social networks to build those relationships.
Connect with journalists there, share their stories, engage them in conversation, learn what you can about them. And then pitch them via email.
It certainly is a lot easier today than in the old days when you had to pick up the phone and call every journalist, but it still takes time and effort.
They are on the social networks. They want to hear from PR pros there. They just don’t want to be pitched there.
Use at your discretion.