Shoveling tweets an analysis of the microblogging engagement of traditional news organizations
Download
1 / 17

Shoveling tweets: An analysis of the microblogging engagement of traditional news organizations - PowerPoint PPT Presentation


  • 386 Views
  • Updated On :
  • Presentation posted in: News / Politics

Shoveling tweets: An analysis of the microblogging engagement of traditional news organizations. Marcus Messner Maureen Linke Asriel Eford School of Mass Communications  Virginia Commonwealth University International Symposium on Online Journalism  April 1, 2011. Rationale.

Related searches for Shoveling tweets: An analysis of the microblogging engagement of traditional news organizations

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha

Download Presentation

Shoveling tweets: An analysis of the microblogging engagement of traditional news organizations

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Shoveling tweets: An analysis of the microblogging engagement of traditional news organizations

Marcus Messner

Maureen Linke

Asriel Eford

School of Mass Communications  Virginia Commonwealth University

International Symposium on Online Journalism  April 1, 2011


Rationale

  • Online social networks and social bookmarking allow traditional news media to increase Web traffic

    • Promote news content (hyperlinks)

    • Breaking news coverage

    • Building and engaging community

  • Goal of study was to explore the adoption rate of Twitter by traditional news media in the U.S.


Rise of Twitter

  • 5-year anniversary: 200 million users

  • 7th most popular website in U.S.

  • 11% of Internet users every day

  • International impact in news events

  • Citizen journalists vs. traditional journalists

  • Traditional news media buzz

  • Social bookmarking


Research Questions

  • RQ1: Adoption of social bookmarking for Twitter?

  • RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites?

  • RQ3: Difference among traditional news media in use of social bookmarking?

  • RQ4: Traditional news media use of Twitter?

  • RQ5: Difference among traditional news media in use of Twitter?


Methodology

  • Two-study approach

    • Social bookmarking

    • Twitter use

  • Social bookmarking

    • Sample: Top 99 newspapers and top 100 TV stations in the United States

    • March 25-26, 2009 & August 1-2, 2010

    • Analysis of lead story by bookmarking tools

    • Analysis of Twitter accounts and followers


Methodology

  • Twitter use

    • Analysis of newspapers and TV stations with Twitter accounts: 180 in 2009, 198 in 2010

    • April 4-5, 2009 & August 1-2, 2010

    • Analysis of tweets

      - Number of tweets (2009: 1568; 2010: 1112)

      - News value

      - Hyperlinks (internal/external)


Results: Bookmarking

  • RQ1: Adoption of social bookmarking for Twitter?

    • 2009: 36.7% (n=73)

    • 2010: 91.7% (n=182)


Results: Bookmarking

  • RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites?

    • 2009/2010: 100% (n=199) E-Mail

    • 2009: 96.5% (n=192) Social bookmarking

    • 2010: 98.5% (n=196) Social bookmarking

    • 2009: Ø 16 tools

    • 2010: Ø 110 tools


Results: Bookmarking

  • RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites?


Results: Bookmarking

  • RQ3: Difference among traditional news media in use of social bookmarking?

  • Television: More tools in 2010


Results: Twitter Use

  • RQ4: Traditional news media use of Twitter?

    • 2009: 90.5% (n=180) have accounts

    • 2010: 99.5% (n=198) have accounts

    • 2009: Ø 8.7 daily tweets (max: 110)

    • 2010: Ø 5.6 daily tweets (max: 96)

    • 2009: 34.4% (n=62) did not tweet

    • 2010: 26.3% (n=52) did not tweet


Results: Twitter Use

  • RQ4: Traditional news media use of Twitter?

    • 2009: 94.3% (n=1478) tweets news related, 5.7% (n=90) personal

    • 2010: 96.5% (n=1073) tweets news related, 3.5% (n=39) personal


Results: Twitter Use

  • RQ4: Traditional news media use of Twitter?

    • 2009: 93% (n=1458) of tweets had hyperlinks

    • 2010: 95.5% (n=1062) of tweets had hyperlinks

    • 2009: 98.5% (n=1438) internal links

    • 2010: 99.3% (n=1055) internal links


Results: Twitter Use

  • RQ5: Difference among traditional news media in use of Twitter?

  • Similar trends for adoption of Twitter:

  • Very similar trends for news value of tweets, hyperlinks

  • 2010: Television increased number of tweets


Discussion

  • Twitter is fully adopted by traditional news media, but not used to its full potential

    • Mainly used as a promotional tool with extensive internal linking

    • Most tweets are still shovelware

    • Little online community building and engagement

    • Disconnect between Twitter adoption and social bookmarking availability


What to do?

  • More attention needs to be paid to community building

  • Twitter needs to be engaged as an online social network, not just another publication platform

  • Regular engagement, even with shovelware

  • Future research: Long-term study and Twitter use of reporters


Questions

Marcus Messner

Maureen Linke

Asriel Eford

School of Mass Communications  Virginia Commonwealth University

International Symposium on Online Journalism  April 1, 2011


ad
  • Login