2017全球社交新闻研究（英文版）_37页_5mb

CISION 2017 Global Social Journalism Study Summary

Core Content

The 2017 Global Social Journalism Study highlights the evolving role of social media in journalism, emphasizing its integration into professional practices and the varying attitudes and usage patterns among journalists.

Main Points

• Social Media Usage Trends:

  • Social networks (e.g., Facebook, Google+) and microblogs (e.g., Twitter, Snapchat) remain the most used platforms.
  • In 2017, 42% of journalists use five or more types of social media at least weekly, showing a high level of platform diversity.
  • 80% use more than three types, with only 5% relying on a single platform.
  • The use of social media for work has remained relatively stable, with 73% using it daily.

• Platform Engagement:

  • Social Networks: 90% used at least weekly.
  • Microblogs: 67% used at least weekly.
  • Blogs: 50% used at least weekly.
  • Professional Networks: 45% used at least weekly.
  • Image Sharing: 44% used at least weekly.
  • Video Sharing: 41% used at least weekly.
  • Live Video: 27% used at least weekly.
  • Messaging Services: 14% used at least weekly.

• Social Archetypes:

  • U.S. journalists are categorized into six groups: Architects, Promoters, Hunters, Messengers, Observers, and Skeptics.
  • Observers (39%) are the largest group, less active and more skeptical about social media.
  • Skeptics (15%) are the least active and have the most negative attitudes.
  • The scale of use ranges from highly active Architects to less active Skeptics.

• Audience Interaction:

  • 80% of journalists felt more engaged with their audience due to social media.
  • 66% interact with their audience daily, and 19% hourly.
  • Only 7% never interact with their audience on social media.
  • 25% completely rely on social media for audience engagement, and 47% rely to a large extent.

• Content Sources:

  • Experts and Industry and professional contacts are the top two sources of information for journalists.
  • PR sources are the third most preferred.
  • The general public is a less preferred source, with only 14% considering it a key source.

• Reliance on Social Media:

  • 48% of journalists feel they could not carry out their work without social media.
  • 71% believe social media has fundamentally changed their role as a journalist.
  • 39% use analytics daily, and 22% weekly to understand content effectiveness.

• Concerns About Social Media Impact:

  • 51% of respondents feel fake news is a serious problem in their area of journalism.
  • 57% believe social media undermines traditional journalistic values such as objectivity.
  • 77% think social media encourages a focus on speed over analysis.
  • 42% believe social media has had a positive impact overall, while 26% disagree.

• Demographic and Professional Influences:

  • Age: Younger journalists (18-27) are more likely to use social media for 3+ hours daily (53%) and are more concerned about fake news (63%).
  • Industry Specialty: News, politics, and current affairs journalists spend more time on social media and are more concerned about fake news (62%) compared to business and industry specialists (46%).
  • Employment Type: Full-time journalists are more likely to interact with their audience daily (72%) compared to freelancers (66%).

Key Information

• Platform Diversity: Journalists use a wide range of social media platforms, with a growing trend toward using multiple platforms.
• Audience Engagement: Social media is crucial for audience interaction, with many journalists relying heavily on it.
• Professional Impact: Social media is increasingly embedded in journalistic practices, influencing content creation, distribution, and audience engagement.
• Concerns: Journalists are increasingly concerned about issues like fake news and the erosion of traditional journalistic values.
• Demographics: Younger journalists and those in news-related fields are more active and more concerned about the impact of social media.