Society for New Communications Research

The article addresses trends in journalistic use of social media tools based on results of a survey form the Society for New Communications Research and Middleberg Communication. This survey succeeds a 1994-2004 survey and demonstrates the "rapid adoption of new media and online communication among all journalists. The disparity in usage and perceived value of these new tools and technologies to the future of journalism is particularly striking among the youngest demographic versus the oldest."

Key findings among youngest versus older journalists:

•   100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic
•  87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds

•  87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds

Key findings among all journalists:

•  48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
•  68% of all respondents use blogs to keep up on issues or topics of interest
•  86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organisation

The article concludes that younger journalists see the value of new media tools for collaboration with peers, and strengthening their relationship with their audiences and people in the areas they cover. It describes their use of social media tools as: "understand[ing] how to use them effectively in their work, and ...pushing the journalism profession as a whole to create a more collaborative, reciprocal, interactive, and fluid form of journalism."

New Communications Review on November 19 2008.