Reporters see social media as essential to their work; they’re just cautious about trusting it.
In a recent survey of U.S. journalists and other media professionals, 42 percent report using five or more types of social media regularly. Still, more than half are concerned about fake news and social media’s influence on journalism.
The report identified six categories of social media users: architects, promoters, hunters, messengers, observers and skeptics. Each group had its own preferences for social media use, often influenced by professional and demographic needs.
Although social media use has risen since 2012, some journalists still refuse to use any platform. Also, many journalists view PR pros negatively. Still, opportunities exist for savvy communicators to engage reporters and build relationships for better coverage, both online and off.
Social networks do better than ‘microblogs’
Though noting that overall use has risen since 2012, the report says “microblog” use (Twitter, Snapchat, etc.) has fallen among reporters.