Saturday, February 27, 2010

Survey Says? Bloggers Shape Opinion

The second of two (so far) annual surveys by the Society for New Communications Research has found that professional journalists have a stronger, more positive opinion about social media that both leads those journalists to use social media as a tool to disseminate information and also to rely on social media -- including Facebook and Twitter, for example, but also blogs -- as sources of information.

The survey was conducted by Jen McClure, the founder and president of the Society for New Communications Research (also CMO and director of community development for Redwood Collaborative Media), and Don Middleberg, CEO of Middleberg Communications. The survey included 341 journalists from around the world, with 54 percent from the United States. Among the survey's findings:

* Nearly 70 percent of journalists are using social networking sites, a 28% increase since the [previous] 2008 study

* 48 percent are using Twitter or other microblogging sites and tools, a 25% increase since 2008

* 66 percent are using blogs

* 48 percent are using online video

* 25 percent are using podcasts

* More than 90 percent of journalists agree that new media and communications tools and technologies are enhancing journalism to some extent
The most intriguing finding (to me, at least) was this:
Nearly 80 percent of respondents agreed that new media and communications technologies allow them to report with greater accuracy, and 80 percent of journalists believe that bloggers have become important opinion shapers in the 21st century and many are increasingly incorporating citizen-generated media into their reporting.
Paolina Milana, executive vice president for Marketing/Editorial Operations/Media Relations at Marketwire, a corporate sponsor of the study, said:
Social media is immediate, it is accessible, and it has irrevocably changed the relationship between makers, reporters and consumers of news. The more that all journalistic participants understand each other's needs, how they use various media channels at their disposal, and how they want to work with PR professionals, the better the entire communication process will be.

H/T Joe Ciarallo

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