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Multimedia Journalism (for the Social Web). Dr. Marcus Messner Virginia Commonwealth University School of Mass Communications www.marcusmessner.com Genworth Financial PR Summit March 2, 2011. Key Points. Changing news habits Multimedia journalism Tweeting the news Challenges/chances

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Multimedia journalism for the social web

Multimedia Journalism (for the Social Web)

Dr. Marcus Messner

Virginia Commonwealth University

School of Mass Communications

www.marcusmessner.com

Genworth Financial PR Summit

March 2, 2011


Key points
Key Points

  • Changing news habits

  • Multimedia journalism

  • Tweeting the news

  • Challenges/chances

  • Discussion


Changing news habits
Changing news habits

  • VCU student survey for Media General

  • 182 students (mostly 18-22 years)

  • All majors

  • March 1-12, 2010


So where do they get the news
So, where do they get the news?

1. Google.com 20 % (n=37)

2. Yahoo.com 18 % (n=33)

3. CNN.com 14 % (n=26)

4. MSN.com 4 % (n=7)

5. Nytimes.com 3 % (n=6)

6. BBC.com 3 % (n=5)

7. NBC12.com 3 % (n=5)

8. Wpost.com 3 % (n=5)

9. Foxnews.com 2 % (n=4)

10. MSNBC.com 2 % (n=4)

11. Perezhilton.com 2 % (n=4)

12. RTD.com 2 % (n=3)




Multimedia journalism
Multimedia journalism

  • Online writing

  • Audio/photo

  • Video

  • Data reporting

  • Social networking

  • Entrepreneurship

MMJ program

at VCU

since 2008



Audio/photo

(audio slideshow)



www.mmj.vcu.edu

Data reporting




Tweeting the news
Tweeting the news

  • VCU Social Media Study 2009

  • How have traditional news media adopted social bookmarking for Twitter?

    • 199 news outlets in U.S.

    • 36.7% (n=73) offer social bookmarking for Twitter

    • 91% (n=181) have Twitter account

      • Ø 6993 followers


Tweeting the news1
Tweeting the news

  • How are traditional news media using Twitter?

    • 180 news outlets have accounts

    • Only 65.6% (n=118) of the news outlets tweeted on the days of analysis

      • 1568 tweets

      • Ø 8.7 daily tweets per news outlet


Tweeting the news2
Tweeting the news

  • How are traditional news media using Twitter?

    • 94.3% (n=1478) of tweets were news related, 5.7% (n=90) were personal

    • 93% of tweets (n=1458) had hyperlinks

      • 98.5% (n=1438) internal links

      • 1.5% (n=20) external links



Challenges chances
Challenges/chances

  • Social media empower the individual

    • Can anybody be a journalist?

  • Dramatically changing news habits

    • The “Daily Me”

  • Credibility redefined online

    • Need to build new relationships


Challenges chances1
Challenges/chances

  • Social media still mostly filtered through traditional media for mass audience

    • For how long?

  • Challenges to traditional news media gatekeeping and business models

    • Can they survive?

    • Will new generations turn to “big” media?

  • This is only the beginning!

    • Twitter is five years old


Discussion

Discussion

Dr. Marcus Messner

Virginia Commonwealth University

School of Mass Communications

www.marcusmessner.com

Genworth Financial PR Summit

March 2, 2011


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