Description
The report about Impact of Social Media Journalism and PR 2.0.
Journalism 2.0
The Impact of Social Media on Journalism and PR
Dr. Holger Schmidt / FAZ
How media use has changed
Media Use of the ÄGeneration Network³ (14 ± 29 years)
Daily S v ral tim s a w k O c aw k S v ral tim s a mo th O c a mo th N v r
I t r
t
93
6 0 1
Mobil
86
9
1 4 0
TV
57
27
6
31
6
Radio Mobil I t r t N wspap r
42
25
7
7
3
16
22
9
5
4
4
56
21
27
18
11
6
17
Magazi
6
18
20
18
15
23
Source: Generation Netzwerk
The Internet is essential für Medienwandel (I) my daily information
How information behavior has changed
Information resources for brands and products in the ÄGeneration Network³
Ess I t r t tial
49
Us ful
Exc ptio
34 8
R du da t
10
TV
24
44
17
15
Mobil
22
22
18
38
Mobil I t r
t
12
20
21
46
N wspap r
12
39
27
23
Radio
11
31
26
32
Magazi
11
43
26
20
11
Source: Generation Netzwerk
Medienwandel (II) When I look for more information about a topic, then I use
Radio Internet R Magazine Newspaper TV
How Social Media has changed
75 percent of all internet users are active in social media
Social Networks and Blogs
Country Brasil Italy USA France Germany Suisse World Reach (Percent) 86 78 74 73 63 59 75 Retention (Hour/Month) 5:03 6:28 6:35 4:10 4:13 3:44 6:00
Growth
+ 24 %
+ 66 %
Social Media is No. 1 web activity Spokesmen and Journalists must go where the users are
Source: Nielsen
Social Networking Markets
(Million Users)
80 60 40 20
74.4
97.
00 80 60
38,0
40 20 0
35.3
35.2
35.2
33.2
32.7
25,0
USA
China Germany Russia Brasil
UK
India
France Japan
Source: Comscore
Social Networking Markets
(Growth July 2010 / July 2009)
80 70 60 50 40 30 20 10 0
74
47
47
43 35 33 30 15
R
Russia
Brasil Germany India
Japan
USA
France
UK
Source: Comscore
US: Facebook vs New York Times
Germany: Facebook vs T-Online vs Spiegel.de
Twitter in Germany: Still growing
How Social Media has changed information behavior
What online news sources do people use?
Portal Website like Google News Website of TV News Website of Newspaper Individual or Organization that you follow on a Social Networking Site A News Organization or an individual Journalist you follow an a Social Networking Site Website of a Blogger (who does not work for a major News Organisation) News Website whre Users rank stories (like Digg) Twitter Updates from an individual or organisation other than a journalist or news organization Twitter Updates from a journalist or news Organization
0
56 46 36 38 44 30 13 13 11 7 7 6 6 4
10 20 30 40 50 60
68
50
22
18-29
18+
8
70
Source: Pew Internet
Web resources for information about brands and products in the Generation Network
Essential Communication with friends in social networks Websites of brands
23
Useful
35
Exception
20
Redundant
22
21
42
22
15
Web Forum Company or Brand Profiles in social networks Videos
11
29
27
32
10
25
25
39
9
27
28
36
Newsletter
7
27
29
37
Source: Generation Netzwerk
Twitter is News Media
Twitter isn t a Social Network Only 21 percent of connections are reciprocal, 79 percent are one way Retweet-Charts are dominated by Newssites like CNN, NYT, Mashable, Techcrunch
Information flow on Twitter
? Superhubs instead of classical Gatekeeper ?Fast ? Twitter accelerates all other electronic media ? Uncontrolled ? Many new sources ? Who want to influence these information flows must be part of the system ? PR must identify the Superhubs or influencer on Twitter
Top 50 most influencial news media Twitter Accounts
Source: http://www.cam.cornell.edu/~dromero/news.html
German Journalists on Twitter
Twitter in Journalism
Information Gathering Timeline with most important sources Classical News Media (SpOn, FAZ, CNN, NYT ) Journals Influencer (Blogger / Consultants) Anyone who distribute interesting information Twitter is my most important newswire. Research (Crowdsourcing) Seismograph for trending topics Information Distribution Follower Follower of Follower (Retweets / Network) Communication
Gathering Information
Distribute Information
Communication
Personal Social Media Distribution Channel
+ Retweets + ÄLikes³ + ÄShared Links³
Network effects
Growing Traffic from Social Media
German Press Offices on Twitter
Greenpeace against Nestlé
German Press Officer on Twitter
Summary
- The realtime internet is there and it won t go away anymore
- Social Media and realtime internet have a high dynamic, which is difficult to control. - More and more journalists use Social Media, because their readers are there.
- Social algorithms will sort and assess the information overload
thx!
[email protected] Blog: faz.net/netzoekonom Twitter.com/HolgerSchmidt Friendfeed.com/netzoekonom Facebook.com/Holger Schmidt + 49 69 7591 1864
doc_401206757.pdf
The report about Impact of Social Media Journalism and PR 2.0.
Journalism 2.0
The Impact of Social Media on Journalism and PR
Dr. Holger Schmidt / FAZ
How media use has changed
Media Use of the ÄGeneration Network³ (14 ± 29 years)
Daily S v ral tim s a w k O c aw k S v ral tim s a mo th O c a mo th N v r
I t r
t
93
6 0 1
Mobil
86
9
1 4 0
TV
57
27
6
31
6
Radio Mobil I t r t N wspap r
42
25
7
7
3
16
22
9
5
4
4
56
21
27
18
11
6
17
Magazi
6
18
20
18
15
23
Source: Generation Netzwerk
The Internet is essential für Medienwandel (I) my daily information
How information behavior has changed
Information resources for brands and products in the ÄGeneration Network³
Ess I t r t tial
49
Us ful
Exc ptio
34 8
R du da t
10
TV
24
44
17
15
Mobil
22
22
18
38
Mobil I t r
t
12
20
21
46
N wspap r
12
39
27
23
Radio
11
31
26
32
Magazi
11
43
26
20
11
Source: Generation Netzwerk
Medienwandel (II) When I look for more information about a topic, then I use
Radio Internet R Magazine Newspaper TV
How Social Media has changed
75 percent of all internet users are active in social media
Social Networks and Blogs
Country Brasil Italy USA France Germany Suisse World Reach (Percent) 86 78 74 73 63 59 75 Retention (Hour/Month) 5:03 6:28 6:35 4:10 4:13 3:44 6:00
Growth
+ 24 %
+ 66 %
Social Media is No. 1 web activity Spokesmen and Journalists must go where the users are
Source: Nielsen
Social Networking Markets
(Million Users)
80 60 40 20
74.4
97.
00 80 60
38,0
40 20 0
35.3
35.2
35.2
33.2
32.7
25,0
USA
China Germany Russia Brasil
UK
India
France Japan
Source: Comscore
Social Networking Markets
(Growth July 2010 / July 2009)
80 70 60 50 40 30 20 10 0
74
47
47
43 35 33 30 15
R
Russia
Brasil Germany India
Japan
USA
France
UK
Source: Comscore
US: Facebook vs New York Times
Germany: Facebook vs T-Online vs Spiegel.de
Twitter in Germany: Still growing
How Social Media has changed information behavior
What online news sources do people use?
Portal Website like Google News Website of TV News Website of Newspaper Individual or Organization that you follow on a Social Networking Site A News Organization or an individual Journalist you follow an a Social Networking Site Website of a Blogger (who does not work for a major News Organisation) News Website whre Users rank stories (like Digg) Twitter Updates from an individual or organisation other than a journalist or news organization Twitter Updates from a journalist or news Organization
0
56 46 36 38 44 30 13 13 11 7 7 6 6 4
10 20 30 40 50 60
68
50
22
18-29
18+
8
70
Source: Pew Internet
Web resources for information about brands and products in the Generation Network
Essential Communication with friends in social networks Websites of brands
23
Useful
35
Exception
20
Redundant
22
21
42
22
15
Web Forum Company or Brand Profiles in social networks Videos
11
29
27
32
10
25
25
39
9
27
28
36
Newsletter
7
27
29
37
Source: Generation Netzwerk
Twitter is News Media
Twitter isn t a Social Network Only 21 percent of connections are reciprocal, 79 percent are one way Retweet-Charts are dominated by Newssites like CNN, NYT, Mashable, Techcrunch
Information flow on Twitter
? Superhubs instead of classical Gatekeeper ?Fast ? Twitter accelerates all other electronic media ? Uncontrolled ? Many new sources ? Who want to influence these information flows must be part of the system ? PR must identify the Superhubs or influencer on Twitter
Top 50 most influencial news media Twitter Accounts
Source: http://www.cam.cornell.edu/~dromero/news.html
German Journalists on Twitter
Twitter in Journalism
Information Gathering Timeline with most important sources Classical News Media (SpOn, FAZ, CNN, NYT ) Journals Influencer (Blogger / Consultants) Anyone who distribute interesting information Twitter is my most important newswire. Research (Crowdsourcing) Seismograph for trending topics Information Distribution Follower Follower of Follower (Retweets / Network) Communication
Gathering Information
Distribute Information
Communication
Personal Social Media Distribution Channel
+ Retweets + ÄLikes³ + ÄShared Links³
Network effects
Growing Traffic from Social Media
German Press Offices on Twitter
Greenpeace against Nestlé
German Press Officer on Twitter
Summary
- The realtime internet is there and it won t go away anymore
- Social Media and realtime internet have a high dynamic, which is difficult to control. - More and more journalists use Social Media, because their readers are there.
- Social algorithms will sort and assess the information overload
thx!
[email protected] Blog: faz.net/netzoekonom Twitter.com/HolgerSchmidt Friendfeed.com/netzoekonom Facebook.com/Holger Schmidt + 49 69 7591 1864
doc_401206757.pdf