More than half of journalists can no longer do without social networks
- A large majority of journalists spend an average of 2 hours per day on social media.
- 90% of journalists say they prioritize speed over analysis in their work.
- Journalists use social networks above all to interact with their audience (63%). Almost half of them do not use social media data to measure the effectiveness of their content.
On average, 62% of French journalists believe that social networks have participated in the “degradation of the values of traditional journalism, such as objectivity”, ie twice as many as in 2012, according to the study “Journalists and Social MediaFrom Canterbury Christ Church University, sponsored by Swedish social media marketing player Cision.
The study was carried out with 290 French journalists. On this sample, she is interested in how these information professionals use social media on a daily basis. While they are critical of their impact on the profession, more than half of respondents (56%) nevertheless believe that they could not do without them today.
More speed, less analysis
First observation of the study, more than two thirds of French journalists believe that social media have “profoundly changed their profession”. 9 out of 10 respondents now state that they prioritize speed over analysis, without feeling more productive. Only 34% believe that social networks allow them to improve their productivity.
If we consider the practices in more detail, a majority of them (69%) spend an average of 2 hours a day there, to promote their content (at 71%) and to monitor their work themes. (at 70%). They are also 60% to use them to interact with their audience. On the other hand, 43% of respondents say they have never used the data provided by social networks to measure the relevance and effectiveness of their content, thus depriving themselves of an important source of information concerning the interests of their audience.
Email remains the primary source
Another finding of the study: a large majority (63%) of respondents use social networks to address their audience, and a little over a third (36%) to interact with other media.
Only 7% use it to interact with press relations professionals, and 10% to contact experts. And for good reason: they prefer to be contacted by email (67%) or by phone (40%).
Note, although 80% of respondents say they have good relations with press relations professionals, less than half (47%) consider them to be reliable sources of information.
Facebook and Twitter, journalists’ favorite networks
Asked about the issue, journalists say they favor Facebook for the publication of their content (64%), and Twitter for information on a subject (57%). Just over a third of respondents also promote their content on LinkedIn, and 32% use blogs in their search for information. More community-based tools like Vine or Periscope are used by less than 10% of respondents to share content, while 28% find out about it.
** Methodology: study carried out among 290 French journalists, between March 1 and April 15, 2016.
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