9.02.2012 Media market

How Journalists Use Social Media

Bartłomiej Dwornik

Primarily, they seek inspiration from blogs and, less frequently, from Facebook. They rarely trust what they find, often approaching it with caution. Credibility does not necessarily correlate with attractiveness.

Nearly 60% of surveyed journalists admit that social media inspires them. Comments and opinions are half as popular, while statistics and facts are the least sought after, according to the study "Journalists and Social Media 2011" by Multi Communications.

Multi Communications, Journalists and Social Media 2011
Journalists most often visit blogs, which are also considered the most reliable sources of knowledge and information among all social media platforms. Facebook ranks second in both popularity and credibility, with Wikipedia following in third place. This pattern shows that the ranking for credibility aligns with the popularity ranking.

Multi Communications, Journalists and Social Media 2011
The Multi Communications study reveals that information found by journalists on social media is considered more attractive than credible. A quarter of respondents rated the credibility of such information as high, but none rated it very high. On the other hand, no one rated the attractiveness of social media content as low or very low. Around 60% of respondents rated the credibility of these sources as high or very high.

Multi Communications, Journalists and Social Media 2011
Polish journalists admit to frequently using social media platforms. Nearly two-thirds use them regularly for work, while even more use them for personal purposes, with about three-quarters of media workers indicating personal use.

Multi Communications, Journalists and Social Media 2011
The survey was conducted independently by Multi Communications in November 2011. Over 110 journalists from various media types (e.g., press, internet, TV) and covering different topics (business, new technologies, lifestyle) participated in the study.

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