2017全球社交新闻研究_39页-5mb

2017 Global Social Journalism Study Summary

Core Content

The 2017 Global Social Journalism Study by CISION provides insights into how U.S. journalists and media professionals use social media in their work. It highlights the evolving role of social media in journalism, including its impact on content creation, audience interaction, and professional practices.

Key Findings

• Social Media Usage Patterns:

  • Social networks (e.g., Facebook, Google+) and microblogs (e.g., Twitter, Snapchat) remain the most used platforms.
  • 42% of respondents use five or more types of social media regularly.
  • 80% use more than three platforms, with only 5% using just one.

• Social Archetypes:

  • U.S. journalists are categorized into six distinct social media user types: Architects, Promoters, Hunters, Messengers, Observers, and Skeptics.
  • Observers (39%) are the largest group, using social media less frequently and being more skeptical.
  • Architects are the most active and positive about social media.

• Time Spent on Social Media:

  • 73% of respondents use social media daily, with 31% using it for three or more hours per day.
  • Time spent remains relatively stable over the years, though usage patterns vary by professional and demographic characteristics.
  • Younger journalists (18–27 years) are more likely to use social media for extended periods.

• Drivers of Social Media Use:

  • Publishing, distributing, and promoting content are the primary reasons for social media use.
  • 67% of respondents consider social media very important for these tasks.
  • Audience interaction is also a key activity, with 19% engaging every hour and 47% daily.

• Audience Interaction:

  • 66% of respondents reported interacting with their audience daily.
  • 25% felt completely reliant on social media for audience engagement.
  • The nature of audience interaction does not typically involve information gathering.

• Content Sources:

  • Experts and industry/professional contacts are the most preferred sources of information.
  • PR sources are the third most preferred, while the general public is the least preferred (14%).

• Reliance on Social Media:

  • Nearly half (48%) of respondents feel they could not carry out their work without social media.
  • 71% believe social media has fundamentally changed their role as journalists.

• Concerns About Social Media:

  • 51% of respondents feel fake news is a serious problem in their area of journalism.
  • 57% believe social media is undermining traditional journalistic values such as objectivity.
  • 77% think social media encourages a focus on speed over analysis.

• Automation and Analytics:

  • 39% of journalists use analytics daily to understand content effectiveness.
  • Only 23% feel automation and algorithms make their work more interesting or easier.

• Industry-Specific Differences:

  • News, politics, and current affairs journalists use social media more frequently and are more concerned about fake news and traditional values.
  • Business and industry journalists are less reliant on social media and less concerned about its impact on values.

• Employment Type:

  • Full-time journalists are more likely to interact with their audience daily or hourly (72%) compared to freelancers (66%).
  • Freelancers are more likely to never use social media for audience interaction (13%).

Conclusion

The study reveals that U.S. journalists are increasingly integrating social media into their professional workflows, viewing it as essential for content distribution, audience engagement, and staying informed. However, they also express concerns about the negative impact of social media on traditional journalistic values and the prevalence of fake news. The diversity of usage and the emergence of distinct user archetypes indicate a nuanced and evolving relationship with social media, shaped by both professional roles and personal habits.