Within this post I would like to share some insights on “Journalists Views and Usage of Social Media”. I found two great pieces explaining this.
The study offers some interesting key findings:
- Canadian journalists rank highest in our Social Journalism Barometer 2012; they use social media the most, the tools are most embedded in their professional practices and their perceived knowledge is the highest;
- Swedish journalists have the most positive views about the impacts of social media on their profession, while Australian journalists are the most concerned about these effects;
- The use of microblogs, such as Twitter, is highest in Canada (79.9%) and the UK (79.4%) and lowest in Germany (46%), while professional social networking sites, such as LinkedIn, are the most popular among journalists in the US (85.8%) and least in Finland (43.3%);
- The study found five profile groups of professional social media users. These profiles, which are present in all surveyed countries, differ in terms of patterns of use, knowledge, purposes of use and attitudes:
- Architects are the movers and shakers of the professional social media world;
- Promoters are heavy users focusing mainly on disseminating and advocating their work;
- Hunters are medium level users who are keen networkers and use social media for sourcing information as well as finding contacts;
- 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;
- Sceptics are low users who have generally negative attitudes towards the use and the impacts of social media.
- Breakdown of profile groups vary from country to country; the highest percentage of Architects are in Australia and Canada, Finland has the most Hunters, US the most Promoters, Sweden the most Sceptics and Germany the most Observers;
- Age is an important influencing factor on social media use and attitudes; Younger (18-27) journalists use social media more and they have a more positive outlook on these tools compared to their more senior counterparts (46+). The former group is more likely to be an Architect or Promoter, while older journalists are much more likely to be Sceptic.
- Media sector is another factor affecting social media uses and attitudes. Not surprisingly, online journalists use more social media than print journalists, and they also have higher levels of knowledge. Broadcast journalists in many countries are also among the highest users of social media, particularly of microblogging.
- Using Forrester Social Technographics® segmentation model as a comparison, this study revealed that journalists are much more active social media users compared to the general population making them social media champions within society
You can download the entire study by clicking here or the link below…and also check out the corresponding infographic at the very bottom of the post.