Content Marketing Blog

Digital journalists turning to microblogs to source news stories

Often when I'm struggling to find relevant and interesting social media marketing news for this blog, I will turn to Twitter or other social media platforms in order to discern what is most fresh and interesting in both the public and corporate sectors.

Turns out I'm not alone in this practice. A new study from PR firm Oriella has confirmed that 54 per cent of modern journalists use microblogging updates as a way to source angles for news stories, providing there is a pre-existing relationship between journalist and blogger.

That number is even higher in North America, where 62 per cent use Twitter, Facebook or other social media sources in order to locate fresh content for news.

The study, titled The Influence Game: How News is Sourced and Managed Today, is now in its fifth year and was conducted via an online survey of 613 journalists from 16 countries, with backgrounds in a variety of different media forms.

In it, Oriella reinforces the importance of incorporating credible and original content in your media approach, claiming that "simply having a presence on the right social media platforms is no longer enough".

"Brands wishing to make their voices (or the voice of experts) heard on key issues need to put more effort into developing clear points of view, expressing them plainly across all platforms and building networks of supporters," says Oriella.

The research also provides interesting new information on the growing prevalence of online media. Only 48 per cent of respondents now consider their largest audience to be offline, down from 50 per cent in 2011.

That number is far lower in the US, where only 20 per cent of journalists consider their offline audience base to be the most significant.

Posted by Zak Wash