Posts Tagged ‘social networking’

Many newspapers not publicizing Twitter use

Friday, December 18th, 2009

More newspapers and their reporters are using Twitter to reach readers, as American Journalism Review notes, but they’re not necessarily doing it well, a study of 300 Twitter profiles at the top 100 newspapers in the country says.

“We were able to find multiple Twitter accounts for all of the top 100 newspapers using common sense searching techniques,” the Bivings Group says. “However, only 62 percent of the newspapers included links to at least one of their accounts from their Web site. In many cases these links were buried on the site and difficult to track down.”

Only 56 percent of newspapers maintained a directory of their Twitter accounts on their Web site.

(The Star News of Wilmington, which the AJR article spotlights, has a directory of its more than 40 Twitter accounts linked from the front page at “Follow us on Twitter.”)

Thirty-three percent of the accounts looked at replied to users in less than 1 percent of their tweets, Bivings says. Fifteen percent had never replied to another user’s tweets.

Social nets spread the word, build the readership

Thursday, December 17th, 2009

American Journalism Review looks at the “distribution revolution” at newspapers reporting via Facebook, Twitter and other social networking venues.

The article focuses first on Wilmington’s  Star News, a New York Times newspaper. “[T}he Star News is putting out stories and discussion topics on 15 Twitter feeds. Meanwhile, 30 of its staffers have their own accounts, which they use to promote their work, engage the community and mine story ideas. The paper (if one can still use the term) is also pushing out stories on its own Facebook page and encouraging reporters to do the same on their own pages. Many do. Says the Web development manager, Vaughn Hagerty: ‘That conversation, that feedback, is key to a lot of the things we’re doing.'”

“What was once the province of doorsteps and homepages is now about the hustle of networking, the savvy application of technology and the dark art of promotion and marketing. And, increasingly, it’s everyone’s job,” the article continues. “The imperative for newsrooms to push stories far and wide is redefining the work of reporters and editors and prompting even more questions about the future of audiences, news brands and that standard-bearer of online journalism: the good old homepage. That the social networking scene has pushed into the news business is no surprise, but what is raising eyebrows is how quickly the famously slow-footed industry has embraced it.

“… By having newsroom staffers manage social networking accounts, they multiply the organization’s reach across the Web. Getting a story placed high on Digg — a live ranking of the Web’s most popular offerings — can, in turn, draw thousands of more hits. Twitter followers have proven to be avid and loyal readers, engaging with reporters who cover fields of interest to them. Facebook pages have become a venue for news organizations and individual reporters to post links to stories and respond directly to comments and questions.

“Readers are blushing from all the sudden attention; news organizations, meanwhile, are hoping that social networking will reduce their dependence on the unknowable algorithms of search engines to deliver traffic.”

(Thanks to Skyterrain for the heads-up.)

Social networks, phones deliver more news, ads

Tuesday, December 1st, 2009

The increased use of mobile phones and online social networking to deliver news and advertising “will shape the newspaper industry in the years to come,” speakers at the World Newspaper Congress and World Editors Forum in Hyderabad, India, said Monday.

Because of the increasing popularity of social networking, such as Facebook and Twitter, newspapers are appointing social media editors, the Times of India said.

Spending on mobile advertising is slated to reach $3.33 billion in the U.S. alone by 2013, Martha Stone, director of Shaping the Future of the Newspaper Project, USA, told the forum.