Journalism 2.

0

The Impact of Social Media on Journalism and PR
Dr. Holger Schmidt / FAZ

How media use has changed

Media Use of the ÄGeneration Network³ (14 ± 29 years)
Daily S v ral tim s a w k O c aw k S v ral tim s a mo th O c a mo th N v r

I t r

t

93

6 0 1

Mobil

86

9

1 4 0

TV

57

27

6

31

6

Radio Mobil I t r t N wspap r

42

25

7

7

3

16

22

9

5

4

4

56

21

27

18

11

6

17

Magazi

6

18

20

18

15

23
Source: Generation Netzwerk

The Internet is essential für Medienwandel (I) my daily information

How information behavior has changed

Information resources for brands and products in the ÄGeneration Network³
Ess I t r t tial
49

Us ful

Exc ptio
34 8

R du da t
10

TV

24

44

17

15

Mobil

22

22

18

38

Mobil I t r

t

12

20

21

46

N wspap r

12

39

27

23

Radio

11

31

26

32

Magazi

11

43

26

20

11

Source: Generation Netzwerk

Medienwandel (II) When I look for more information about a topic, then I use
Radio Internet R Magazine Newspaper TV

How Social Media has changed

75 percent of all internet users are active in social media
Social Networks and Blogs
Country Brasil Italy USA France Germany Suisse World Reach (Percent) 86 78 74 73 63 59 75 Retention (Hour/Month) 5:03 6:28 6:35 4:10 4:13 3:44 6:00

Growth

+ 24 %

+ 66 %

Social Media is No. 1 web activity Spokesmen and Journalists must go where the users are
Source: Nielsen

Social Networking Markets
(Million Users)
80 60 40 20

74.4

97.
00 80 60

38,0
40 20 0

35.3

35.2

35.2

33.2

32.7

25,0

USA

China Germany Russia Brasil

UK

India

France Japan

Source: Comscore

Social Networking Markets
(Growth July 2010 / July 2009)
80 70 60 50 40 30 20 10 0

74

47

47

43 35 33 30 15

R

Russia

Brasil Germany India

Japan

USA

France

UK

Source: Comscore

US: Facebook vs New York Times

Germany: Facebook vs T-Online vs Spiegel.de

Twitter in Germany: Still growing

How Social Media has changed information behavior

What online news sources do people use?
Portal Website like Google News Website of TV News Website of Newspaper Individual or Organization that you follow on a Social Networking Site A News Organization or an individual Journalist you follow an a Social Networking Site Website of a Blogger (who does not work for a major News Organisation) News Website whre Users rank stories (like Digg) Twitter Updates from an individual or organisation other than a journalist or news organization Twitter Updates from a journalist or news Organization
0

56 46 36 38 44 30 13 13 11 7 7 6 6 4
10 20 30 40 50 60

68

50

22

18-29

18+

8

70

Source: Pew Internet

Web resources for information about brands and products in the Generation Network
Essential Communication with friends in social networks Websites of brands
23

Useful
35

Exception
20

Redundant
22

21

42

22

15

Web Forum Company or Brand Profiles in social networks Videos

11

29

27

32

10

25

25

39

9

27

28

36

Newsletter

7

27

29

37

Source: Generation Netzwerk

Twitter is News Media

Twitter isn t a Social Network Only 21 percent of connections are reciprocal, 79 percent are one way Retweet-Charts are dominated by Newssites like CNN, NYT, Mashable, Techcrunch

Information flow on Twitter
‡ Superhubs instead of classical Gatekeeper ‡Fast ‡ Twitter accelerates all other electronic media ‡ Uncontrolled ‡ Many new sources ‡ Who want to influence these information flows must be part of the system ‡ PR must identify the Superhubs or influencer on Twitter

Top 50 most influencial news media Twitter Accounts

Source: http://www.cam.cornell.edu/~dromero/news.html

German Journalists on Twitter

Twitter in Journalism
Information Gathering Timeline with most important sources Classical News Media (SpOn, FAZ, CNN, NYT ) Journals Influencer (Blogger / Consultants) Anyone who distribute interesting information Twitter is my most important newswire. Research (Crowdsourcing) Seismograph for trending topics Information Distribution Follower Follower of Follower (Retweets / Network) Communication

Gathering Information

Distribute Information

Communication

Personal Social Media Distribution Channel

+ Retweets + ÄLikes³ + ÄShared Links³

Network effects

Growing Traffic from Social Media

German Press Offices on Twitter

Greenpeace against Nestlé

German Press Officer on Twitter

Summary
- The realtime internet is there and it won t go away anymore

- Social Media and realtime internet have a high dynamic, which is difficult to control. - More and more journalists use Social Media, because their readers are there.
- Social algorithms will sort and assess the information overload

thx!
ht@faz.de Blog: faz.net/netzoekonom Twitter.com/HolgerSchmidt Friendfeed.com/netzoekonom Facebook.com/Holger Schmidt + 49 69 7591 1864

Sign up to vote on this title
UsefulNot useful