Study: LinkedIn top social media site for journalists

Communicators and PR pros should be available and prepared for inquiries on social networks, survey says.

When 92 percent of journalists have a LinkedIn account, there has to be a good reason. There is, and business leaders, representatives and PR pros should pay attention.

A new survey from Arketi Group found that the percent of journalists on LinkedIn has increased from 85 percent in 2009. Why?

LinkedIn provides an easy way for reporters to connect with sources.

“It comes as no surprise more BtoB journalists are participating in social media sites, especially LinkedIn,” Mike Neumeier, principal of Arketi Group, says, “LinkedIn provides an online outlet for them to connect with industry sources, find story leads and build their professional networks.”

While more journalists are on LinkedIn than any other social network, they have increased their presence on other networks, too. The survey found that 85 percent of journalists are on Facebook and 84 percent use Twitter. Only 55 percent of journalists used Facebook in 2009, and 24 percent were on Twitter.

What do all of these numbers mean for you? They prove you need to be available and prepared for journalists’ inquiries on social networks, Neumeier says.

Almost all journalists—99 percent—get story ideas from industry sources, and social media makes it easy for them to track sources down. When journalists can’t get through to a source, 85 percent turn to industry experts—who are easy to find on LinkedIn.

Download the full report.

Topics: PR

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