Social media is a powerful medium in today’s society as it provides various and creative ways for you to connect with your followers, increase your visibility and allow your content to reach your targeted audience.
A new survey that appeared in SocialMediaToday revealed the expansion of social media’s role within the dynamic landscape of journalism.
The study, which interviewed 118 North American and UK journalists across print, broadcast and social media, found that editorial (or earned media) is by far the most influential medium for influencing purchasing and business decisions.
While traditional media, such as newspapers, wires and magazines, still remain the most trusted sources for news consumption, the findings reveal social media’s increasing power to influence public relations.
Journalists who answered the survey noted that they increasingly rely on social media for news consumption, with 35 per cent using social for story leads as opposed to 33 per cent who regularly rely on traditional newspapers. Broadcast followed after at 11 per cent and blogs less at five per cent.
Here are some key findings of the survey:
- 44 per cent of respondents believe that today’s campaigns require traditional, social and paid media.
- Almost half of the respondents (47 per cent) view earned media as most influential medium for driving purchasing decisions and business outcomes.
- Traditional media was the most trusted source of news, followed by influencer-driven news. Company-driven news ranked as the least influential.
- 65 per cent of the journalists agree or strongly agree that the more the media covers a brand, the more credible the brand appears. However, too much media coverage can be seen as a sign of trouble.
The modern communications model is continuously evolving and expanding. The survey highlights the increasing blend of traditional sources and usage of social media as a medium to share the message, strengthen brands and influence public opinion.
So, what is your take on this? Do you rely on social media for news? Let us know in the comments below.
Read full article here.
Want to know more about social media? Download our free Guide to Social Media Success ebook now!
Sydney Social Media and Public Relations Agency, CP Communications blends cutting edge offline and online PR and social media to help you gain a competitive advantage. Contact us today. For more great tips visit our website www.cpcommunications.com.au.