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The survey of North American journalists, from SNCR and Middleberg, gives a fascinating update on how the media - editors and reporters in particular - are using social media to research, substantiate and desseminate news stories. Yet when it comes to building relationships with PRs, the 'social' element of social media seems to disappear, with journos still preferring e-mail the good old telephone to build relationships.
So, what's surprising about all of this? Well, it certainly surprised me that 75% said that Facebook is a key tool used in reporting; just a few points behind company websites but ahead of blogs and Twitter. It wasn't a great surprise that the vast majority were increasingly relying on social media, but I did raise an eyebrow that 68% now felt social media was a reliable tool (sometimes) for sourcing stories. It was interesting to note that 67% considered 'scoops' even more important in the age of social media, although with the speed and virality of social media content, this isn't particularly surprising.
Published 8th June, 2011