By Don Middleberg, Founder and Principal of Middleberg Communications, LLC is a member of Gerbsman Partners Board of Intellectual Capital.
Journalists’ Use of Social Media Is Surging, According to 2nd Annual Middleberg/SNCR Survey of Media in the Wired World – Nearly 70% of Journalists Surveyed Are Using Social Networking Sites to Assist Reporting
Use of social media tools by journalists is surging, growing in double-digit percentages in some cases. This is among the key findings of the 2nd Annual Middleberg/SNCR Survey of Media in the Wired World, conducted by the Society for New Communications Research team of Jen McClure, SNCR founder and president, and SNCR Senior Fellow, Don Middleberg. The study was made possible in part by Marketwire.
Major objectives of the study included an examination of:
* The impact of new media and communications tools on the way journalists work
* Online resources and social media that are considered the most valuable tools and how they are being used by journalists
* The frequency of use and preferences for a variety new media and communications tools and technologies
* Attitudes of journalists toward the impact and value of these new tools and trends in journalism
Another goal of the study was to provide insights as to how public relations professionals can understand these changes in order to work more effectively with journalists, and provide more value to the journalistic community.
Three hundred forty one journalists participated in the survey. Top findings include:
* Nearly 70% of journalists surveyed are using social networking sites, a 28% increase since the results of the 2008 Survey of Media in the Wired World were released
* 48% are using Twitter or other microblogging sites and tools, a 25% increase since 2008
* 66% are reading blogs
* 48% are viewing videos online
* 25% are listening to podcasts
* Nearly 80% of journalists surveyed believe that bloggers have become important opinion-shapers in recent years
* 91% of journalists surveyed agree that new media and communications tools and technologies are enhancing journalism to some extent
When asked to share their thoughts about how social media is changing the profession of journalism, participating journalists provided a wide range of responses. One respondent answered, “Social media is changing the profession. It has enhanced the dialog between audience and writer and expanded the scope of those who can participate in disseminating news.” Another commented, “It is full of peril and promise.”
“This study indicates that there is now a large and growing percentage of journalists who view social media and the participation by the public in the journalistic process to be a necessary, and in most cases, positive step in the evolution of journalism,” said Jen McClure, founder and president, Society for New Communications Research. “They understand the future of journalism to be a highly participatory, collaborative and dynamic process.”
SNCR Senior Fellow Don Middleberg, CEO of Middleberg Communications, added, “While companies are increasingly paying more attention to social media for revenue generation, employee productivity and enhanced consumer loyalty, many do not yet understand the true scope and depth of these new communications tools for journalistic usage. As a result, some companies are losing share of voice among journalists to their competitors. Social media presents a new opportunity to communicate and develop relationships with a whole new generation of journalists through these new channels of choice.”
“The definitions and roles of journalists and public relations practitioners have changed significantly over the past few years,” commented Paolina Milana, EVP, Marketing/Editorial Operations/Media Relations at Marketwire, corporate sponsor of the study. “Social media is immediate, it is accessible, and it has irrevocably changed the relationship between makers, reporters and consumers of news. The more that all journalistic participants understand each other’s needs, how they use various media channels at their disposal, and how they want to work with PR professionals, the better the entire communication process will be.”
About Middleberg Communications
Middleberg Communications is a full-service, independently owned public relations agency with specialized expertise in the consumer, corporate and financial services, media, and technology markets. The agency focuses on delivering tangible results that help clients grow their businesses. Hallmarks of the firm are smart, creative strategic thinking; targeted media relations; and unbridled enthusiasm for clients’ business goals, all supported by good old-fashioned hard work. For more information, visit http://www.middlebergcommunications.com.
About Gerbsman Partners
Gerbsman Partners focuses on maximizing enterprise value for stakeholders and shareholders in under-performing, under-capitalized and under-valued companies and their Intellectual Property. Since 2001, Gerbsman Partners has been involved in maximizing value for 60 Technology, Life Science and Medical Device companies and their Intellectual Property,, through its proprietary “Date Certain M&A Process” and has restructured/terminated over $790 million of real estate executory contracts and equipment lease/sub-debt obligations. Since inception, Gerbsman Partners has been involved in over $2.3 billion of financings, restructurings and M&A transactions.
Gerbsman Partners has offices and strategic alliances in Boston, New York, Washington, DC, Alexandria, VA, San Francisco, Europe and Israel.
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