Journalism 2.

The Impact of Social Media on Journalism and PR

Dr. Holger Schmidt / FAZ
 How
media use
has changed
Medienwandel
„The Internet is essential (I)
für
my daily information“
 How
information behavior
has changed
 Medienwandel
“When (II)
I look for more information
about a topic, then I use …”

Radio

Internet

R Magazine

Newspaper

TV
 How
Social Media
has changed
75 percent of all internet users are active in social media
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 6:00
Growth + 24 % + 66 %
 Social Media is No. 1 web activity

 Spokesmen and Journalists must go where the users are

Source: Nielsen
USA China Germany Russia Brasil UK India France Japan

Source: Comscore
Russia Brasil Germany India Japan USA France UK

Source: Comscore
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 dominated

by Newssites like CNN, NYT,
Mashable, Techcrunch
Information flow
on Twitter
• „Superhubs“ instead
of classical Gatekeeper

•Fast

• Twitter accelerates all other

electronic media

• Uncontrolled

• Many new sources

• Who want to influence

these information flows
must 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

 thx!
ht@faz.de

Blog: faz.net/netzoekonom

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