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„Journalismus 2.0“ (Dr. Holger Schmidt, Wirtschaftsredakteur bei der F.A.Z.) http://www.wob.ag/ueberuns/brand_afternoon
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Journalism 2.0
The Impact of Social Media on Journalism and PRBrand Afternoon 22. September 2010 Dr. Holger Schmidt / FAZ
Howmedia use has changed
Medienwandel (I)„The Internet is essential für my daily information“
How information behavior
has changed
Medienwandel (II)
R
Radio
Internet
Magazine
Newspaper
TV
“When I look for more information about a topic, then I use …”
How Social Media has changed
Social Networks and Blogs
Country Reach Retention(Percent) (Hour/Month)
Brasil 86 5:03
Italy 78 6:28
USA 74 6:35
France 73 4:10
Germany 63 4:13
Suisse 59 3:44
World 75 6:00Growth + 24 % + 66 %
Source: Nielsen
75 percent of all internet users are active in social media
Social Media is No. 1 web activity
Spokesmen and Journalists must go where the users are
USA China Germany Russia Brasil UK India France Japan
Source: Comscore
Source: Comscore
Russia Brasil Germany India Japan USA France UK
US: Facebook vs New York Times
Germany: Facebook vs T‐Online vs Spiegel.de
Twitter in Germany: Still growing
How Social Media has changed
information behavior
Source: Pew Internet
Source: Generation Netzwerk
Twitter is News Media
Twitter isn‘t a Social Network
Only 21 percent of connections are reciprocal, 79 percent are „one way“
„Retweet‐Charts“ are dominatedby Newssites like CNN, NYT, Mashable, Techcrunch
Information flowon Twitter
• „Superhubs“ instead of classical Gatekeeper
•Fast
• Twitter accelerates all otherelectronic media
• Uncontrolled
• Many new sources
• Who want to influencethese information flowsmust be part of the system
• PR must identify the „Superhubs“or influencer on Twitter
Top 50 most influencial news media Twitter Accounts
Source: http://www.cam.cornell.edu/~dromero/news.html
German Journalists on Twitter
Twitter in Journalism
Information Gathering• Timeline with most important sources
– Classical News Media (SpOn, FAZ, CNN, NYT…)– Journals– Influencer (Blogger / Consultants)– Anyone who distribute interesting information
Twitter is my most important newswire.
• Research (Crowdsourcing) • Seismograph for trending topics
Information Distribution• Follower• Follower of Follower (Retweets / Network)
Communication
Gathering Information Distribute Information Communication
Personal Social Media Distribution Channel
+ Retweets
+ „Likes“ + „Shared Links“
Network effects
Growing Traffic from Social Media
German Press Offices on Twitter
Greenpeace against Nestlé
German Press Officer on Twitter
Summary
- The realtime internet is there – and it won‘t go away anymore
‐ Social Media and realtime internet have a high dynamic, which is difficult to control.
‐ More and more journalists use Social Media, because their readers are there.
‐ Social algorithms will sort and assess the information overload
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