shoveling tweets an analysis of the microblogging engagement of traditional news organizations
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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.

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shoveling tweets an analysis of the microblogging engagement of traditional news organizations

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
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
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
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
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
methodology6
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
Results: Bookmarking
  • RQ1: Adoption of social bookmarking for Twitter?
    • 2009: 36.7% (n=73)
    • 2010: 91.7% (n=182)
results bookmarking8
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 bookmarking9
Results: Bookmarking
  • RQ2: Difference in adoption of social bookmarking for Twitter and other social networking sites?
results bookmarking10
Results: Bookmarking
  • RQ3: Difference among traditional news media in use of social bookmarking?
  • Television: More tools in 2010
results twitter use
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 use12
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 use13
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 use14
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
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
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

Questions

Marcus Messner

Maureen Linke

Asriel Eford

School of Mass Communications  Virginia Commonwealth University

International Symposium on Online Journalism  April 1, 2011

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