2017 GLOBAL SOCIAL
JOURNALISM STUDYThe sixth annual Social Journalism Study is the latest installment in a series of national
and international reports charting the changes in how journalists and media professionals
use social media in their work and when communicating with PR and communications
professionals.
This report focuses on fndings from U.S. journalists and media professionals.
KEY FINDINGS:
5. Audience interaction is an important activity
for many journalists on social media, with 19
percent of respondents engaging with their
audience via social media every hour and a
further 47 percent daily.
6. Experts and industry contacts remain key
sources of stories for U.S. journalists.
7. Nearly half (48 percent) of respondents feel
they could not carry out their work without
social media.
8. Some 51 percent of respondents feel that
fake news is a serious problem in their area of
journalism.
9. Each of the six social groupsthe social media
user types identifed by the study - has unique
characteristics in relation to social media use.
10. U.S. journalists are ambivalent about their
relationship with PR professionals and have
concerns over the quality of content and
reliability of material they receive.
INTRODUCTION
1. Social networks are the most used
platforms, and 42 percent of respondents
use fve or more types of social media
regularly.
2. U.S. journalists ft into six distinct types
of social media users. These ‘Social
Archetypes’ are Architects, Promoters,
Hunters, Messengers, Observers and
Skeptics. The largest group (Observers, 39
percent) is relatively less active than other
groups and is rather skeptical about social
platforms.
3. Time spent on social media remains
relatively stable. But the extent to which
journalists use the platforms is infuenced
by their professional and demographic
characteristics.
4. Publishing, distributing and promoting
content are key drivers of social media use
and activity.
Nearly half of journalists can’t do their work without social
media, but 51% feel fake news is a serious problem.
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获取最新报告及后续更新服务请淘宝搜索“Vivian研报”Social networks are the most used platforms, and 42 percent of respondents
use fve or more types of social media regularly.
Social networks (e.g., Facebook and Google+) and microblogs (e.g., Twitter, Snapchat) have been
the two most popular types of platforms ever since the frst Social Journalism Study in the U.S.
in 2012. But over the last fve years, while the popularity of social networks has increased, the
use of microblogs has declined somewhat (Figure 1). In 2012, 83 percent of respondents said
they were using social networks for work at least once a week compared to 90 percent in 2017.
While 77 percent of participants said that they used microblogs regularly for their work in 2012,
that fgure dropped to 67 percent in 2017.
FINDING #1
But a key feature of journalists’ use of social media is that they regularly work with several
platforms. This year 42 percent of respondents reported that they use more than fve types
of social media at least once a week for work. 80 percent used more than three kinds of
platforms and only 5 percent worked with only one type of social media.Table 1 – Use of social media types for work
(percentage of respondents who use it at least weekly)
Social Networks (e.g., Facebook, Google+) 90 percent
Microblogs (e.g., Twitter, Snapchat) 67 percent
Blogs 50 percent
Professional Networks (e.g., LinkedIn) 45 percent
Image Sharing (e.g., Instagram, Pinterest) 44 percent
Video Sharing (e.g., YouTube, Vimeo) 41 percent
Content Communities (e.g., Wikipedia) 33 percent
Live Video 27 percent
Messaging (e.g., WhatsApp, VChat) 14 percent
Table 1 illustrates the diversity of social media types journalists use in their work. While social
networks and microblogs are the most widely used platforms, half of the respondents also
use blogs (50 percent), and just under half use professional networks (45 percent) and image
sharing services (44 percent) regularly. Messaging services, such as WhatsApp and VChat, and
live video services are regularly used by smaller, and likely more avid user section of journalists
with 14 percent of respondents reporting using the former at least weekly and 27 percent the
latter.
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