Organizations and Stakeholders

Category Archive

The following is a list of all entries from the Trust 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.”


Is your audience listening to its friends?

I heard it through a friend that word-of-mouth advertising is the best marketing you can get your hands on. In recent years, companies have depended on boosting their image using social media. They use the social media to have conversations with shareholders who will tell their friends, who will tell their friends… The phenomena looked like this representation of Social Media Marketing Revolution Animation of Audience Growth.

The Edelman Trust Barometer, a recent study of who people trust as it deals with business, found that people are putting less trust in what their friends tell them about corporations.

In Michael Bush’s article, “In Age of Friending, Consumers Trust Their Friends Less,” in Advertising Age, he talked about the president and CEO of Edelman, Richard Edelman, said that companies are going to have to rely on more than just peer-to-peer advertising because we live in times that people second-guess sources of information.

One group of sources of information that gained trust in the business-place in the past year was CEOs. It might be useful for your organization to use a CEO blog in addition to counting on WOM advertising to reach its audience.

In his blog post, “What does the decline of peer trust mean for social marketing?” Jesse Stanchak says that he’s friends with a lot of friends-of-friends on Facebook, but he wouldn’t necessarily believe them when they say they like something from a particular company.

I can relate to this because I’m not going to go see a movie some person from my old high school said was good in his Facebook status. I am more likely to see the movie if one of my close friends said it – but social media marketing has always been about spreading your corporate image to as many acquaintances as possible.

I’m not saying your organization doesn’t have to give up on its peer-to-peer advertising goals, but it can’t count on it to alone. You’re going to have to take measures to think of other sources potential customers will trust.