• Skip to main content
  • Skip to primary sidebar

Auto Trends Magazine

Car reviews, industry news, & advice.

Archives for February 20, 2015

Journalist Survey: Social Media Participation

February 20, 2015 by admin 1 Comment

The methods journalists use to share content has changed remarkably, especially since the advent of social media. No longer can PR professionals and marketers pitch journalists without considering their current needs.

Journalism has evolved over the past two decades, largely making the transition from print to online media. That metamorphosis has not been a seamless one, however. Indeed, not a few “old school” people were pushed out of positions with some choosing to retire instead of remaking themselves.

Some of us, including yours truly, have managed to bridge the tenuous divide between old and new, finding a handful of print opportunities still available to go with our online exertions. It is important to realize that in both cases there is an overarching necessity that stems from writing today: social media and a need to actively participate or lose your audience.

That participation usually comes through a small collection of social media sites, including Twitter, Facebook and LinkedIn. There are others, but the pull of these three is usually far greater than what you would achieve on Instagram, Google+, Pinterest or any other site, for example.

Muck Rack and Edelman

Muck Rack, a website dedicated to help journalists connect with PR pros, marketers and companies, undertook an online survey in partnership with Edelman — the world’s largest PR firm — late last year. That survey was directed to journalists in a bid to gauge how they use social media to write and distribute their stories.

bullseyeSpecifically, the partners conducted the survey with the intent to “…gain an understanding of media attitudes, behaviors, and perceptions surrounding the ever-changing landscape of news.”

Some 251 journalists participated between late November and mid-December 2014, thus the margin of error is quite high, coming in at 6.19 percent. Nevertheless, the survey offers a solid synopsis of “shareable content” among those of us tasked with researching, interviewing, assembling, writing, editing and publishing that information from a solely professional perspective.

Special Ingredients for Journalists

The survey revealed some points about shareable content that are widely understood, but the importance may not be fully grasped. Indeed, 82 percent of content shared by journalists includes an image with another 33 percent using video to aid in dissemination. Notably, 66 percent write articles that may be correlated with a story already trending in the news, with 48 percent localizing that information to reach a target audience.

Definitely, brevity is important too with one in three professionals ensuring that their information is condensed to “bite-sized form.” Furthermore, journalists including quotes from their sources does not seem to carry the same magnitude it once did. Yet, 16 percent of the journalists do include quotes from an academic or industry expert, with only a small sample relying on third party, company spokesman and blogger quotes.

One in four respondents indicated that sharing data or numbers in their headlines was important with another 22 percent relying on information that has the potential to be framed in “listicle” form.

Social Media Preferences

As for sharing information on social media, 76 percent of journalists indicated that they “are feeling more pressure now to share on social media,” than they were in the past. And not just social media sites, but on their news organization’s platforms.

By far, Twitter has a special place for journalists, with 78 percent of journalists claiming that it is the most used in their profession to 18 percent for Facebook and just 2 percent for LinkedIn. Further, 75 percent of journalists use Twitter to build their own brand to 16 percent for Facebook and only 3 percent for LinkedIn. Notably, 86 percent of journalists check Twitter several times a day — I can personally attest to that!

Video’s Place in Social Media

Writing stories and taking pictures is still important for journalists, but video’s place should not be underestimated. Certainly, if you are a PR person and you want to get your company’s information out there, 74 percent of journalists favor original video created by your company or website.

That number compares to 14 percent who use consumer-generated videos, 13 percent who accept a courtesy video from a third party and 3 percent who welcome a corporate/branded video. Moreover, only 2 percent accept a stock video from a subscription service.

Pitch Me Your Very Best

The survey’s findings correspond with my personal approach to social media. It also underscores a few points that I have repeated over the past few years, including some that have been shared by my colleagues.

First, get to know me. I cannot tell you how many PR people reach out to me anonymously on any given day. Addressing me by my first name is important. Other journalists feel the same way and we are more likely to trash your information than to respond to blanket or poorly-pitched requests. Make an effort!

Second, keep it sector specific. Yes, many of us write for different sectors — you have to if you want to make a living these days — but usually we define ourselves by our chief discipline. Reading up on social media profiles can help you determine whether a query is on target or is clearly misplaced.

Third, help me meet my deadlines. This point may be the biggest gripe among my colleagues. For example, when I am working on a story and am up against a hard deadline, you are informed of that but you still miss it. It is important that PR people make it plain when a deadline cannot be met or might be missed. Transparency on your part helps build confidence, trust and goodwill on our parts.

See Also — Midlife Crisis or a Buying Opportunity?

Filed Under: Automotive News Tagged With: EDELMAN, FACEBOOK, JOURNALISTS, LINKEDIN, MUCK RACK, SOCIAL MEDIA, SURVEY, TWITTER, VIDEO

Primary Sidebar

Recent Posts

  • The Mazda CX-5 Brings a Premium Touch to the Compact Crossover Utility Vehicle Segment
  • 4 Car Upholstery Cleaning Tips
  • The 14 Brands of Stellantis
  • Peugeot May Not Return to the U.S. Market After All
  • Next-Generation Sedona Minivan Will Be Renamed the Kia Carnival

Recent Comments

  • Buying Guide: 2020 Kia Sedona — Auto Trends Magazine on Next-Generation Sedona Minivan Will Be Renamed the Kia Carnival
  • Highlights of the 2020 Kia Sedona — Auto Trends Magazine on Next-Generation Sedona Minivan Will Be Renamed the Kia Carnival
  • Minivan Surprise: 2016 Kia Sedona SXL — Auto Trends Magazine on Next-Generation Sedona Minivan Will Be Renamed the Kia Carnival
  • Compact Crossover Extraordinaire: Mazda CX-5 — Auto Trends Magazine on The Mazda CX-5 Brings a Premium Touch to the Compact Crossover Utility Vehicle Segment
  • Compact Crossover Extraordinaire: Mazda CX-5 — Auto Trends Magazine on Compact, Luxury SUV: 2019 Volvo XC40

Archives

  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • September 2020
  • August 2020
  • July 2020
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • June 2019
  • May 2019
  • April 2019
  • March 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • July 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • September 2008
  • August 2008
  • July 2008
  • June 2008
  • May 2008
  • April 2008

Categories

  • Auto Parts
  • Auto Shows
  • Automotive Career
  • Automotive News
  • Book Reviews
  • Car Tips
  • Classics & Discontinued Models
  • Commentary
  • Commercial Vehicles
  • Concept Vehicles
  • Dealers
  • Engineering & Technology
  • Fleet
  • Fun News
  • Maintenance & Repairs
  • Motorsport
  • New Car Reviews
  • New Models
  • Ownership Experience
  • Product Reviews
  • Special
  • Specifications
  • Uncategorized

Meta

  • Log in
  • Entries feed
  • Comments feed
  • WordPress.org

New!
Check out our Jobs Board!

via GIPHY

Subscribe to Auto Trends

Subscribe in a reader

Social Media

Visit our social media pages:
Facebook
Twitter
Google+
Pinterest

Where is Matt Currently Published?

The Carolinian (new car reviews)
NAPA Know How Blog
On the Road Again

Pages

  • About
  • Authors List
  • Automotive Brochures
  • Contact
  • Industry Jobs
  • Write
    • Style Guide

Categories

Recent Posts

  • The Mazda CX-5 Brings a Premium Touch to the Compact Crossover Utility Vehicle Segment
  • 4 Car Upholstery Cleaning Tips
  • The 14 Brands of Stellantis
  • Peugeot May Not Return to the U.S. Market After All
  • Next-Generation Sedona Minivan Will Be Renamed the Kia Carnival
  • GM Launches BrightDrop, Its Commercial EV Brand
  • The Refreshed and Handsome
    Lexus IS 350 F Sport
  • What We Know About the All-New 2021 Jeep Grand Cherokee L
  • The All-New and Formidable 2021 Nissan Rogue Crossover
  • Fuel-Efficiency and AWD Champion: 2021 Toyota RAV4 Hybrid
  • Midsize Performance Master: 2021 Hyundai Sonata N-Line
  • Performance Hatchback: The All-New 2021 Mazda Mazda3 Turbo!
  • NACTOY Finalists For 2021 Offer Familiar and Futuristic Choices
  • Super Trooper: Nissan Titan Pickup
  • Behind the Wheel of the Popular 2021 Toyota Corolla Sedan
  • Lucid Motors Completes Arizona Factory
  • A Robust Turbodiesel Comes to the Chevrolet Silverado 1500
  • Mid-Engine Masterpiece: The Eighth-Generation Chevrolet Corvette Stingray
  • Compact Performance:
    2021 Cadillac CT4-V
  • All-Wheel Drive Supplies the Nissan Altima With a Competitive Edge
  • Return of the Toyota Venza!
  • Lexus Brings a Convertible to the Gorgeous LC 500 Line
  • Stellantis Logo Revealed by Peugeot, Fiat Chrysler Ahead of Spring Merger
  • Preview: 2021 Nissan Rogue Crossover
  • How to Fix a Broken Rivian Vehicle
  • Cadillac Gets Most Things Right
    With the XT6 Crossover
  • The High Potency Dodge Challenger SRT Hellcat Redeye Widebody Coupe
  • The All-New Chevrolet Trailblazer Forges Urban Paths
  • The Small Infiniti QX50 is Big on Tech and Engineering Features
  • Toyota Brings the TRD Treatment to the Midsize Camry Sedan
  • The Kia K5 Outclasses Most Competitors, Including the Departing Optima
  • Can the Toyota RAV4 TRD Off-Road Handle Tough Terrain?
  • Subaru WRX Showcases Its Performance Chops
  • Infiniti Overhauls QX80 Trims and Makes This Important Safety Feature Standard
  • Ford F-250 Super Duty and a Trail-Stomping Tremor Package
  • A Cut Above: Mazda’s Mazda3
  • The Highly Efficient Hyundai Ioniq
  • Volkswagen Atlas Revels in its Strengths
  • General Motors Deepens Partnership With Honda, Takes Stake in Nikola
  • Smart Concept: Jeep Grand Wagoneer
  • More Than an Encore: Buick Encore GX
  • Got a Recall? There’s an App for That.
  • Refreshed Nissan Titan Makes Its Case
  • BMW M235i: Not Your Typical Coupe
  • Hot Stuff: Lexus RC F Sport Coupe
  • Will the Electric Vehicle Boom Create New-Found Dependencies for Foreign Minerals?
  • Rumors? We Got Them!
  • About Bollinger Motors, EV Startup
  • Raptor Fighter: Ram 1500 TRX!
  • White Space Wonder: 2020 Nissan Rogue Sport
February 2015
S M T W T F S
1234567
891011121314
15161718192021
22232425262728
« Jan   Mar »

Copyright © 2021 · News Pro on Genesis Framework · WordPress · Log in