• Understanding the impact social media is having on financial journalism

Sarah Evans-Toyne

Survey:

Views of financial journalists: • Newsgathering• Use of social networking tools• Company web sites and newsrooms• Participatory journalism

Insight

Survey:

This year’s survey: • Smartphones• Facebook ‘front door’• Multimedia and interactivity• Community management

Insight

Where do journalists research online?

0%

20%

40%

60%

80%

100%

120%

Company websites –

97%

Blogs – 59%Twitter – 54% Li

nked

In

– 50

%Forums –

45% Facebook – 15%

How often do you read blogs and visit social media sites?

0%

5%

10%

15%

20%

25%

30%

35%

Once a day – 32% More than

5 times a day – 29%

2 or 3 times a day – 23%

Never – 16%

Best social media sites for receiving news

Twitter - 45.5%

LinkedIn - 36.8%

YouTube - 16.7%

Facebook - 11.2%

How best should companies use social media?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%In

form

al

conv

ersa

-tio

ns –

82%

Answer journalist requests –

54%Pr

ess r

e-le

ase

dis-

trib

ution

–

43%

Pitching story ideas

– 35%

Journalists as Twitter ‘voyeurs’

0%

10%

20%

30%

40%

50%

60%

Listen in on conversations

– 56%

Research stories – 48%

Chat with friends or col-leagues – 47%

Tweet through

company feed – 46%

Twee

t th

roug

h

pers

onal

fe

ed –

41%

Chat with Spokespeople

– 28%

How do spokespeople influence on Twitter?

Slightly - 33%

Not at all - 65%

It plays a big role – 2%

What’s the best way to pitch?

Email - 81%

Phone – 19%

How do journalists measure success?

0%

10%

20%

30%

40%

50%

60%

70%

80%

Number of hits - 70% Seeing it

being shared -

52%

Prominent in print

edition - 45%

Re-tweets - 30%

Adapting your editorial content to smartphones?

Yes - 49%No – 51%

Are you optimising stories for SEO?

Yes - 55%

No - 45%

Journalists becoming community managers

Yes - 81%No - 19%

Financial services:

“I see our title as being embedded in the audience’s daily workflow. I think we are part of the conversation with the audience.”

Greater Transparency

#Delighted campaign

 

@pensionsmonkey

 

Communities Map: An example

High intensity forums

Blogs

‘Geek’ communities

Trade

Search

Closed networks

Traditional press online

Social networks

Brand

Influencers

Amplifiers

Target Audiences

Building endorsement

In Summary:

• Interaction boundaries• 2Ps – Personal & Preference • Don’t be ‘tool’ blinded• Tone and style• Company websites

Lessons:

Future: How?

Next trends

‘How Social’: • Growing confidence• Stronger virtual relationships• Competition• Privacy & fatigue

Sarah Evans-Toyne @anthrodigitalBroadgate Mainland @BM_PRNewshttp://www.broadgatemainland.com