How Journalists Use Search & Social Media

TopRank ran a survey of journalists, reporters and editors on their use of search and social media in 2008. We found 91% use search engines like Google to do their job. 64% use social networks.  Published in Jan 2010, a George Washington University and Cision survey of journalists intelligence 89% use blogs and 65% use social networks to research tales.

As prep for a presentation I’m giving Thursday at Online Marketing Peak on the intersection of SEO, Social Media and PR, I reached out to a few local journalists and industry news contacts and questioned for examples of how they used search engines or social media to do tale research.

Newsrooms are cutting staff and reporters and editors are hard pressed to do more with less. Tools like search engines and social media make available a tremendous amount of information in real-time.  The news world is a world of deadlines and it would seem the use of search and social networks to source experts or people/companies that fit a tale angle would be ideal. Even respected news organizations like the BBC are encouraging their journalists to embrace social media.

This kind of insight is very helpful to know how companies can make their news content more easily learned via social web participation, content and optimization.  Why is that vital?  According to TV News Reporter Jason DeRusha, “Private business does a horrible job labeling their expertise in a manner that’s search engine friendly.  This is a real opportunity, as journalists become much more crunched for time, and use search as quick way to identify local experts.”

National Public Radio’s Jon Gordon uses search and social in a way that epitomizes the response we received from all types of journalists: “I use search engines on nearly every tale.  I use social networks to find additional sources, as well as for tale thought generation and tale feedback.”

Here are a few examples of how journalists use search engines and social media tools to connect with tale subjects. Not all of them are business situations, but are helpful as feedback on where to spend time making, optimizing and socializing news content.

I commence every day at search engine. It doesn’t matter what tale I’m working on, it always starts with a search. I work on a segment called “Excellent Question,” so I often type my question frankly into Google, and see what comes up. When searching for local experts, I’ll often take the theme matter, tack on the word “Minneapolis” and add the word “expert.”

For example, last week I did a tale on whether cursive handwriting was vanishing because of e-mail. I typed “Minneapolis handwriting expert” into Google, and found several local handwriting analysts. Next, I searched for private schools (because public schools are often challenging to get permission to shoot at) and found the school we used for our tale.

For my tale on whether we get sufficient Vitamin D in Minnesota, I searched “Vitamin D” “Minneapolis” and “expert.” If a local company showed up very high with their own expertise in those results, I would have called that company.
Jason DeRusha, WCCO (CBS) TV News Reporter

Often era, the use of search engines and social media sites intersect. Here is an example provided in our initial survey:

I was writing a column about the plotted partnership between Google and Yahoo. I tracked down potential sources first by Google and LinkedIn, and came across a white paper prepared by a senior fellow at the American Antitrust Institute. While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He answered and we followed up with a phone interview.
Marketing Industry Journalist

In some cases, news publications also run real world events. Example: iMediaConnection has ad:tech, MediaPost has OMMA, Search Engine Watch has Search Engine Strategies. Here’s some fantastic insight from MarketingProfs on how they’ve used social media tools for finding writers, case studies and speakers:

We do use social networks extensively to find key writers or speakers for our events or publications. I also use it to watch key issues to cover in our newsletters, seminars, research, and so on: Social networks are a fantastic way to take the “pulse” of a topic. What are people talking about? Is this a hot-button issue or not?

For events: Social media is integral to programming the agenda. We always deliver the proposal form for potential speakers via various social channels (Twitter, Facebook, LinkedIn).

Same for our case study collections: We mine for excellent tales by asking Twitter/FB/LI. For example, “Who has a excellent tale on social media ROI?”

We always harvest an abundance from this “social Google,” open-finished approach. Once we have harvested leads from those channels, our seminar programmer or writers can follow up via email or DMs, whichever.

LinkedIn is a fantastic house to mine client-side folks. It’s especially valuable for us as we try to include a significant percentage of client-side speakers at our events, and often client-side folks are harder to uncover/book. And obviously, our case studies always feature client-side folks.

We also use Thought Scale to crowdsource topic thoughts for our event agenda.

We use Flickr all the time to find creative common graphics for use on the blog (or for the contributed pieces I do for AMEX Open Forum); we use YouTube and Slideshare to see doable speakers or presenters in “action.”
Ann Handley, Chief Content Detective, MarketingProfs

Some Journalists are more tech and social media savvy than others ensuing in some unconventional uses of social channels to make efficiencies in reaching sources:

“One of my key social-media tactics for work is a bit obscure: I autofollow all who follows me (by SocialToo). The reason for this: Crucial exchanges for tales occur via DM, which is why I do not want to ever reckon about whether there is reciprocal DM-ing with this or that person. Once this is set up, I can use Twitter as a sounding board with questions related to tales, get initial responses via public tweeting, then take them into private DM-ing as needed (or switch to e-mail or the phone). With close to 10,000 followers now, this is a system that facility well – with parallel sourcing via ProfNet and HARO, which I see as two legs of a tripod. Twitter is the third.”
Julio Ojeda-Zapata, Technology Editor at St. Paul Pioneer Press

Sometimes the information found isn’t what companies or individuals would want a reporter to find:

I routinely track down potential interviews by sending out a Tweet. Most recently, we came across a number of Toyota car owners who fell under the recent recalls. It would have been very hard to find those people in a small amount of time without this type of technology.

Just today I was feeding and getting information through Twitter on the house explosion in Edina that helped our crews navigate around the situation and get better pictures of the breaking news.

Also, I used YouTube to find video of a man who is being investigated by a Ponzi scheme by the Secret Service. It turns out he had many videos of himself giving sales pitches to potential customers. We used the video on the air where otherwise we would have never known what the man looked like.

We often use Facebook to get photographs of crime suspects and or victims. And police investigators tell me Facebook is one of the first places they check when investigating someone involved in a crime.
Chris O’Connell KSTP (ABC) TV News Anchor/Reporter

Sometimes it’s not your content that gets learned, but a connection to someone else that leads to being found:

This fall I was working on a feature about ethnic weddings in the Twin Cities, for our Weddings magazine. I was looking for recently married couples of various cultural backgrounds. I posted a query on Facebook to my recently married or engaged friends. Their responses led me to three of the five couples interviewed (via email contacts). After initial email correspondence, I interviewed the couples by phone and in person.
Senior Editor, Mpls.St.Paul magazine

I reckon this refer to from Chris O ‘Connell sums it up nicely: “social networking has changed the way we do business and how we are able to get news and sources quicker when deadlines matter.”

We’ll be conducting a new survey on Journalist Use of Search soon and will be posting more meticulous data on how tales are sourced, tools used, preferences of types of information and more.

If you are attending #OMS10 be sure to check out our session on Social Media, Search and Public Relations at 3:15. It will be a very informative and engaging set of presentations from: David “dk” Klein, Dana Todd, Rand Fishkin, myself and moderator duties handled by Sally Falkow.

Does your company incorporate news optimization as part of your online marketing and content strategy? Do you optimize and promote news content differently than marketing content? Do you track whether the media finds your content via search or social media?

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How Journalists Use Search & Social Media |
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