Organizations and Stakeholders

Category Archive

The following is a list of all entries from the Audience use category.

News Organizations using social media

msnbc social media sign-ups

I woke up this morning and as I ate breakfast, I updated myself with the happenings of the world by checking CNN. Another massive earthquake strikes — this time Chile is the victim.

The first item I clicked on was a video about an American Idol star who was in a hotel about 100 miles from the epicenter of the earthquake. He had been sending Tweets about he earthquake since it hit. CNN kept an eye on his Tweets and shared them with its online audience. My personal Twitter page is full of Tweets about the earthquake’s rising death toll, tsunami waves in Hawaii and the like.

How are news organizations using social media?

It’s not news (pun intended), that consumers are a rising influence on any organization, and the news companies are not excluded in this trend. Traditional media sources have turned to online and mobile social media to build trust, develop relationships, and interact with audiences. For example, ABC News has its own Youtube channel where people can watch clips and comment on past news shows. On the MSNBC Web site , people can get MSNBC news sent to their mobile phone, follow it on Twitter or subscribe to its podcasts, RSS feeds or e-mail alerts.  The San Francisco Chronicle Web site links to its staff blogs on its homepage.

Who’s helping whom?

I can’t help but wonder if the news organizations or audiences are benefitting more from the adoption of social media. Personally, I usually find the updates on Twitter from news organizations to be much more helpful than even scanning through headlines on news websites. I also find that every news organizations allows people to subscribe to any kind of feed to get more people soaking in more information from the network.

Do news organizations and social media have the same core values?

On the surface, American journalism and social media have the same core value of democratization of information. Both serve as fast resources of information for the world. Where they might differ is that a core value of journalism is to give accurate, fair information to the publics. Since social media content is generated from individuals looking at their computer or mobile screen, the information is going to be perhaps less accurate and more biased. Journalists can still use social media as more resources to obtain news or just hear what their audience has to say.

News organizations have a new code of ethics for social media

In 2009, many media corporations like The Wall Street Journal and the Washington Post adopted ethical guidelines for using social media like Twitter. The rules seemed to generally encompass issues such as:

  • Don’t talk about a story before it’s been published
  • Don’t talk about how a story was obtained or written
  • Don’t mix your personal life with work that will damage the organization’s reputation

To me, the list seems extremely similar to the classic Journalism code of ethics.

Long-time journalist, editor, and journalism professor in New York, Jeff Jarvis, disagrees with some of the adopted ethics policies in his blog post. He says the journalists would miss an opportunity to interact and work with the public to get news, which is the point of using social media like Twitter.

For more information on how news organizations use social media visit…

The Niemen Foundation of Journalism at Harvard blog, Let’s Talk: Journalism and Social Media.”


How are audiences using social media?


google images

As I was in class this week, we discussed how Forrester researchers came up with “Social Technographics” to help organizations know how their audiences are using social media. I have to wonder, what kind of user am I?

Forrester created a ladder model of types of social media users ranging from “Creators” to “Inactives.” Audiences can participate in different groups, but the ladder is ordered from most active to least active in the world of social media.

There are seven groups on the “Social Technographics” ladder, and Forrester has even updated the ladder to include “Conversationalists.” A group of Marketing Professionals and Professors who began the Marketing Profs Blog describe these new “conversationalists” rung on the ladder and what it means that Forrester added it.

I have come up with my own list of the general types of social media users:

  • Doers – These people who create the social media and start the conversations. They were the   first bloggers.
  • Talkers – These are the select individuals who keep the conversations going and speak their minds in the world of social media and influence everyone else.
  • Readers – Make up most of the online population. They are influenced by the talkers and doers, so it’s extremely important not to ignore them.
  • Not-interesteds – People who do not use social media, but they still might be in your target audience.

PR Professional Todd Defren discusses Audience Targeting in Social Media and the same types of audiences in his blog PR-Squared. He uses similar names for the people who are the people who care the most about their subjects, the people who change other people’s minds on a subject, and those who are the general social media users.

So, which am I? I was relieved to find out that I didn’t have to choose one. Being a corporate communication student, I am a Doer, a Talker, and mostly a Reader when it comes to my social media usage. Which are you?