LONDON, Oct. 2, 2017 /PRNewswire/ --
- Fake news is a major concern for journalists, with news, politics and current affairs reporters most affected
- UK journalist attitudes towards social media and its role in journalism have hardened in the past two years
- 63 per cent of journalists agree that their role has fundamentally changed as a result of social media
- Analytics and data increasingly influences editorial and reporting decisions
- The percentage of journalists who say social media has reduced their workload has halved in two years
A study of more than 400 UK journalists conducted by media software giant Cision and Canterbury Christ Church University has uncovered a shift in attitudes and behaviours of the media in the last two years.
The 2017 Global Social Journalism study provides insights into how journalists use social media and examines the problems that it has created for the media industry. These include fake news and an increasing focus on speed rather than analysis. The study is the 6th in a series of studies published by Cision that chart the changes in how journalists use social media.
"The question is no longer whether social media is important to the journalist: this study confirms it's woven into their day-to-day work process," said Chris Lynch, Global CMO at Cision. "What's more fascinating is that journalists are expressing concern about the societal impact of social media on journalism. For example, it's clear that 'fake news' on social media sites and the discourse that follows might be undermining the overall value of their craft. Brand communicators have an opportunity to help journalists sift through the noise and get reliable information in the process of their reporting."
The study found that 90 per cent of respondents use social media for work at least once a week and 32 per cent could not successfully complete their work without social media. To determine how journalists are using social media, the study examined the popularity of different channels and social media use cases.
Respondents noted that they increasingly use a wide variety of social media channels, with 50 per cent of journalists using five or more channels a week. When asked how they use social media, respondents identified publishing (61 per cent), interacting with their audience (53 per cent) and monitoring the news (42 per cent) as very important. Only 6 per cent of respondents deemed interacting with PR professionals on social media as being very important.
Philip Smith, Head of News at Cision, added: "Our research indicates that UK journalists' views of social media have hardened. But, while some see it in a less positive light than two years ago, others are more positive and see it as an essential part of their day-to-day jobs."
Smith continued: "Views about the impact of social media, however, are dependent on the extent to which journalists use the platforms. The results revealed that respondents who used social media more frequently tended to perceive the impact as more significant and more positive. Of those who used social media more than four hours a day, 98 per cent agree that social media fundamentally changed their role as a journalist. Only 44 per cent of those who did not use the platforms daily thought the same way."
Respondents for the study, which was conducted globally, were taken from Cision's media databases of more than 1.5 million journalists and media globally. This particular report takes a closer look at United Kingdom and is based on 439 responses from journalists and media professionals collected during January and February 2017.
A full report on the findings as well as takeaways for communications professionals can be viewed here.
About the Study
Cision and Canterbury Christ Church University conducted an online survey about the uses, behaviours, attitudes and perceptions of social media among journalists. Respondents were taken from Cision's and Gorkana's media database of more than 1.5 million influencers globally. This particular report takes a closer look at United Kingdom and is based on 439 responses from journalists and media professionals collected during January and February 2017. Throughout the survey the term 'journalist' is used to include all media professionals, e.g. researchers, editors, bloggers etc., who took part.
The survey is designed to enhance the media industry's understanding of social media uptake and the impact of social media technologies and processes on journalists' work. Gorkana and Cision conduct this survey on an annual basis to continue to inform on best practice within the PR and communications field and to deepen the industry's understanding of how journalists and professional communicators use and value social media and other resources. The research examined patterns of social media adoption by journalists, how and what for social media is used in journalists' work, and how they view the impact of social media on journalistic practices and the profession.
Cision Ltd. (NYSE: CISN) is a leading global provider of software and services to public relations and marketing communications professionals. Cision's software allows users to identify key influencers, craft and distribute strategic content, and measure meaningful impact. Cision has over 3,000 employees with offices in 15 countries throughout the Americas, EMEA, and APAC. For more information about its award-winning products and services, including the Cision Communications Cloud™ visit www.cision.com and follow Cision on Twitter @Cision.
About Canterbury Christ Church University
Canterbury Christ Church University is a modern, multi-campus University offering higher and professional education across key Kent and Medway locations: Canterbury, Broadstairs, Medway and Tunbridge Wells. It has a strong community of 17,000 students and 2,000 staff, studying and teaching across four faculties: Arts and Humanities, Education, Health and Wellbeing, and Social and Applied Sciences.
Christ Church was established in 1962 and is a Church of England Foundation University, welcoming all faiths and none. Today, the University continues to shape courses and research around critical social issues, the latest industry developments and public service need. Nearly 90 per cent of its research submitted to the 2014 Research Excellence Framework (REF) was assessed as world-leading, internationally excellent or internationally recognised, and 95 per cent of our UK undergraduates and 98 per cent of our postgraduates were in employment or further study within six months of completing their studies, with nine out of 10 of our employed graduates in graduate level jobs three-and-a-half years after finishing their studies – higher than the national average.
Philip Smith, Head of News and Content