{"id":4275,"date":"2010-09-10T17:13:28","date_gmt":"2010-09-10T16:13:28","guid":{"rendered":"http:\/\/blog.uk.cision.com\/?p=1396"},"modified":"2020-03-10T16:52:57","modified_gmt":"2020-03-10T15:52:57","slug":"2010-social-journalism-study","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/2010-social-journalism-study\/","title":{"rendered":"2010 Social Journalism Study"},"content":{"rendered":"

Cision Research Europe publishes results of \u20182010 Social Journalism Study\u2019 in UK, France and Germany<\/strong><\/p>\n

Cision Europe\u2019s Social Journalism study<\/a> conducted among UK, French and German journalists in July, underscores that Social Media have become standard tools for journalists supporting their daily workflow. Today, journalists in all three countries use Social Media to source stories as well as to promote their own work.<\/p>\n

However, this use of Social Media doesn\u2019t replace more traditional working tools such as corporate websites and liaising with PRs. Many journalists use Wikipedia for fact checking but a preference for research and validation through PRs remains. However, many journalists think that PRs don\u2019t understand how to use Social Media.<\/p>\n

Social Media have become standard in journalists\u2019 workflows but complement traditional working tools<\/strong><\/p>\n

In the UK, 74% of journalists and about 50% in France and Germany consider Social Media to be either a \u2018Somewhat important\u2019 or \u2018Important\u2019 working tool. Social Media clearly have arrived as standard working tools with over 80% of journalists in all three territories using Social Media to source and promote their stories.<\/p>\n

Results also show that Social Media are not replacing traditional channels but complement them. Almost 70% of journalists in all three countries state that they use traditional tools such as press releases, PRs and corporate websites as often today as they did three years ago.<\/p>\n

Wikipedia most used Social Media in all three countries<\/strong><\/p>\n

The three Social Media named as most important are Twitter, Facebook and LinkedIn across all territories. However, Twitter takes a clear lead in the UK, Wikipedia in Germany and LinkedIn in France.<\/p>\n

More than 75% of journalists in all three countries use Social Media to publish, promote and distribute their content. 28% use social networking sites such as Facebook and LinkedIn in this way, closely followed by microblogging platforms such as Twitter with 26% and Blogs with 20%.<\/p>\n

Journalists actively use Wikipedia to source stories, particularly in Germany where the use of the site was around twice that seen elsewhere. Wikipedia is also used for fact-checking, with over 60% of respondents using the site to check stories at least once a week, compared with 22% for Blogs and 34% for wire services.<\/p>\n

However, a preference for research and validation through PRs, contacts and corporate sites remains with more than 70% of journalists stating that news and information delivered via any Social Media are either \u2018Much Less Reliable\u2019 or \u2018Slightly Less Reliable\u2019.<\/p>\n

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Journalists tell Cision they think a large proportion of PRs don\u2019t understand how to use Social Media<\/strong><\/p>\n

Only a quarter of journalists agree with the statement \u2018PRs understand how to use Social Media\u2019.<\/p>\n

In stark contrast to journalists\u2019 heavy use of Social Media for example for story sourcing, PRs shy away from contacting journalists through such platforms with almost 70% of journalists reporting that they \u2018Never\u2019 or only \u2018Occasionally\u2019 connect with PRs that way. Here, traditional communication tools such as press releases with 33% and telephone calls with 24% still dominate.<\/p>\n

About the survey<\/strong><\/p>\n

In July 2010, Cision Media Research, linked with the University of Sunderland, completed an online survey in the UK, France and Germany simultaneously. The survey was designed to enhance the media industry\u2019s understanding of Social Media uptake and the impact of Social Media technologies and processes on journalists\u2019 work.<\/p>\n

Respondents were taken from Cision\u2019s media database of more than 1.5 million influencers globally. Country-specific sub-panels were set up and 15,000 journalists were invited to participate in the survey. To minimise any bias, Cision secured a fair distribution of work experience, media types and geographies.<\/p>\n

Below is an outline of the respondents for each country:<\/p>\n

UK<\/span><\/p>\n