journalism and pr 2.0

8/8/2019 Journalism and PR 2.0

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Journalism 2.0

The Impact of Social Media on Journalism and PR

Dr. Holger Schmidt / FAZ


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How

media usehas changed


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Magazi

N wspap r

Mobil

I t r t

Radio

TV

Mobil

I t r t

6

21

22

42

57

86

93

18

27

9

25

27

9

6

20

18

5

7

6

1

0

18

11

4

7

3

0

0

15

6

4

3

1

0

0

23

17

56

16

6

4

1

Daily S v ral tim s a w k O c a w k S v ral tim s a mo th O c a mo th N v r

Media Use of the Generation Network (14 29 years)

Source: Generation Netzwerk


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Medienwandel (I)

The Internet is essential fr

my daily information


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How

information behaviorhas changed


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Magazi

Radio

N wspap r

Mobil I t r t

Mobil

TV

I t r t

11

11

12

12

22

24

49

43

31

39

20

22

44

34

26

26

27

21

18

17

8

20

32

23

46

38

15

10

11

Ess tial Us ful Exc ptio R du da t

Information resources for brands and products

in the Generation Network



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Medienwandel (II)

R

Radio

Internet

Magazine

Newspaper

TV

When I look for more information

about a topic, then I use


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How

Social Mediahas changed


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Social Networks and Blogs

Country Reach Retention

(Percent) (Hour/Month)

Brasil 86 5:03

Italy 78 6:28

USA 74 6:35

France 73 4:10

Germany 63 4:13

Suisse 59 3:44

World 75 6:00

Growth + 24 % + 66 %

Source: Nielsen

75 percent of all internet users are active in social media

Social Media is No. 1 web activity

Spokesmen and Journalists must go where the users are


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0

20

40

60

80

00

20

40

60

8074.4

97.

38,0 35.3 35.2 35.2 33.2 32.725,0

Social Networking Markets(Million Users)

USA China Germany Russia Brasil UK India France Japan

Source: Comscore


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0

10

20

30

40

50

60

70

80 74

47 47

4335 33

30

15

Social Networking Markets(Growth July 2010 / July 2009)

R

Source: Comscore

Russia Brasil Germany India Japan USA France UK


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US: Facebook vs New York Times


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Germany: Facebook vs T-Online vs Spiegel.de


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Twitter in Germany: Still growing


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0 10 20 30 40 50 60 70

Twitter Updates from a journalist or news

Organization

Twitter Updates from an individual or organisation

other than a journalist or news organization

News Website whre Users rank stories (like Digg)

Website of a Blogger (who does not work for a major

News Organisation)

A News Organization or an individual Journalist you

follow an a Social Networking Site

Individual or Organization that you follow on a Social

Networking Site

Website of Newspaper

Website of TV News

Portal Website like Google News

4

6

7

11

13

30

38

46

56

6

8

7

13

22

44

36

50

68

18-29 18+

What online news sources do people use?

Source: Pew Internet


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Newsletter

Videos

Company or Brand

Profiles in social

networks

Web Forum

Websites of brands

Communication with

friends in social

networks

7

9

10

11

21

23

27

27

25

29

42

35

29

28

25

27

22

20

37

36

39

32

15

22

Essential Useful Exception Redundant

Web resources for information about brands and products

in the Generation Network



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Twitter is News Media

Twitter isnt 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


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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 flowsmust be part of the system

PR must identify the Superhubs

or influencer on Twitter


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Top 50 most influencial news media Twitter Accounts

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


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German Journalists on Twitter


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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


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Gathering Information Distribute Information Communication


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Personal Social Media

Distribution Channel

+ Retweets

+ Likes + Shared Links


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Network effects


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Growing

Traffic from

Social Media


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German Press Offices on Twitter


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Greenpeace against Nestl


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German Press Officer on Twitter


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Summary

- The realtime internet is there and it wont 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


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thx!

[email protected]

Blog: faz.net/netzoekonom

Twitter.com/HolgerSchmidt

Friendfeed.com/netzoekonom

Facebook.com/Holger Schmidt

+ 4969 7591 1864

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