From Vocus’ 2013 State of the Media Report
Looking for media coverage? Ignore social media at your own peril. About 80 percent of journalists use Twitter and Facebook for research. If you are not there, your story may be overlooked.
The 4th annual State of the Media Report from Vocus examines how social media impacts the digital media revolution, and how journalists and news organizations use Facebook, Twitter, LinkedIn, Google+ and others as tools to gather, promote and disseminate information.
Some of the key findings in this report surprised us (more than 100 newspapers folded in 2012), while others (media professionals still prefer to receive pitches through email) were expected.
Highlights from the report include:
Social media has empowered newspapers with the ability to “break in” and report the news immediately. David Coates, managing editor of newspaper content at Vocus Media Research Group, says, “It (social media) is very effective if journalists are providing a service, like breaking news or interesting and funny observations. It helps build their personal brands with readers”. These social media mechanisms help journalists draw traffic and maximize page views by building loyal followers.
Social media is now also used to supplement coverage. Some professionals give blow-by-blows of events, trials and television broadcasts now regularly include feedback found from monitoring social media sites. According to Julie Holley, managing editor of television content at Vocus Media Research Group, “Social media has been a gold mine for TV because it is cheap to use, easy to implement technologically speaking (short and easy set-up time), and viewers want to be part of the conversation.”
Engagement has become a main reason that many journalists choose to use/follow social media on a regular basis because it connects viewers/readers on a more personal level with the journalist covering their community.
Magazines have social media presence today – the direct interaction opportunity is too big to ignore.
In 2012, 165 magazines debuted, with 97 print and 68 online launches.
In 2012, 152 newspapers folded; 91 were weekly papers and 34 were online. The Orange County Register defied trends in 2012. Since Aaron Kushner has taken over, the paper has been on an editorial hiring and expansion spree.
PR professionals need to make sure they supply journalists with the materials they require to pursue a lead. Julie Holley advises PR professionals to “Control the message. Interact with the journalists. Follow them, comment on their stories and suggest story ideas. As always, know your audience and that of the journalist.”
Findings from the Vocus survey of media:
*all graphs are from Vocus’ State of the Media Report 2013