Posts Tagged ‘Twitter’

Twitter kills the PR star

Monday, September 13th, 2010

“The long-suffering, much-maligned press release, I’d argue, finally died this summer,” Simon Dumenco says in Advertising Age today.

They’ve been replaced by Twitter, and the last nails in the press release coffin were driven by BP (with another failure), JetBlue and, finally, Kanye West.

“[I]ncreasingly, the news media has a nifty new way of ‘reporting’ entertainment news: regurgitating celebrity tweets,” he writes. “It wasn’t that long ago that a celebrity with something ‘important’ to put out there, like an apology, would automatically say it through a tightly controlled protocol, like a set of engineered sound bites delivered via a well-staged interview. Now 140 characters or fewer suffices.”

But, “Of course, press releases will probably continue to stumble along, zombie-like, for years to come, because too many PR folks are still heavily invested in grinding them out,” Dumenco says.

Age cited as factor in news distribution

Friday, May 28th, 2010

Your age dictates how you share news that you find online, a survey by Gather.com says, but you’re probably not particular about where you get it in the first place.

“Among people aged 45 and older, 68 percent share news stories they see via e-mail, while 54 percent of those under 45 use Facebook,” a Min Online report about the survey says. “Among those 24 and younger, however, 90 percent use either Facebook or Twitter as the way they trade interesting news items with others.”

Regardless, almost everyone — 82 percent of adults — has “interacted with a news story on a site” and 83 percent say they are comfortable posting comments about online news stories.

The survey also found that people will read news from multiple sources, with as many as 80 percent saying they choose unfamiliar sources online.

“The results generally confirm publisher fears that online information gatherers have limited brand loyalty,” the report says. “The search-driven information economy has effectively leveled the brand playing field and challenged the brand equity many publishers spent decades building.”

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.)