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BizReport : Trends & Ideas archives : July 27, 2015

Social media becoming integral to journalists' daily work

A recent study into how journalists are embracing social media to get their job done shows they are adapting to these new methods of communication and seeing increases in productivity as a result.

by Helen Leggatt

The annual 'Global Social Journalism Study' from Cision and Canterbury Christ Church University reveals that two-thirds (67%) of journalists spend up to 2 hours each day on social media, up from 38% in 2012. Furthermore, the number of journalists skeptical about social media's role in their working lives has dropped 7% over the same period.

The survey was conducted among 3,000 journalists across 11 countries including the U.S., U.K., Australia, Finland, Germany and Sweden. It found that American and British journalists were most likely to rely on social media for promoting and publishing their work, while those in the other countries used social more for sourcing.

"This data confirms the mission-critical nature of social media and its ever-growing popularity for journalism," said Valerie Lopez, Cision VP of Media Research. "Whether it's used to improve research, streamline communication with potential sources, or further develop story ideas, social media has clearly become integral to journalists' daily work and responsibilities."

Overall, 51% of journalists said they could not do their job today without social media, and 57% said it had improved their productivity. The most widely used social platforms are Facebook and Twitter. Interestingly, those journalists in English-speaking countries were found to be more interactive and create more social media content than those in non-English speaking countries.

However, while more journalists are accepting pitches via social media (23% versus 18% in 2012), email remains by far the preferred medium (83%).

Anton Gvozdikov /

Image via Shutterstock

Tags: journalism, research, social media, technology

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