Journalists Get Ideas on Social Networks; Company Sites and PR for Support

Business-to-business media continue to have a healthy appetite for social media tools. This year’s survey, “Arketi Web Watch Media Survey2011 found that 92% of journalists have a LinkedIn account, an increase from 85% in 2009. In addition to LinkedIn, 85% of journalists are on Facebook, up from 55% in 2009, and 84% use Twitter vs. 24% in 2009.

It comes as no surprise that more BtoB journalists are participating in social media sites, says the report, especially LinkedIn. Journalists are constantly seeking industry sources for story ideas and LinkedIn provides an online outlet for them to research and connect with potential sources…

Business journalists subscribe to the most popularly used social media tools.

Journalists’ Social Media Subscriptions
Social Media % Subscribing
LinkedIn

92%

Facebook

85

Twitter

84

YouTube

58

Blog site

49

Flicker

28

MySpace

18

DeLicious

15

FourSquare

14

Source: Arketi WebWatch Media Survey, July 2011

64% of Journalists spend more than 20 hours a week online, and 21% report more than 40 hours of activity each week:

Journalist’s Use of The Internet (% of Respondents)
Activity % of Respondents
Reading news

98%

Searching for news sources/story ideas

91

Social networking

69

Micro blogging (Twitter)

66

Blogging

53

Webinars or webcasts

48

Watching YouTube

34

Exploring Wikis

33

Podcasts

32

Social bookmarking

22

Source: Arketi WebWatch Media Survey, July 2011

82% of journalists say companies without a website are less credible. When unable to reach a company source, 81% of business journalists turn to an organization’s website.

Important Characteristics of Company Website (% of Journalists Responding)
Characteristic % of Respondents
Contact information

98%

Search capabilities

94

Text documents

87

PDFs

84

Publication quality graphics and photos

79

Financial/investor information

73

Press kits

69

Blogs

65

Video files

53

Audio files

47

Source: Arketi WebWatch Media Survey, July 2011

 

Journalists’ Source of Story Ideas (% of Respondents)
Source % of Respondents
Industry “sources”

99%

Public relations contacts

80

Press releases

77

Wire services

74

Email pitches

71

Blogs

56

Micro blogs

44

Social networking sites

39

Podcasts

18

Usernet newsgroup

18

Source: Arketi WebWatch Media Survey, July 2011

51% of journalists surveyed found sponsored webinars helpful, including these types:

  • ¬†Industry trends… 81%
  • Original research… 71
  • Case studies… 60
  • Product demos… 29
  • Training… 28

Arketi Group regularly conducts surveys on relevant industry topics and publishes these findings to help B2B PR and marketing professionals. A copy of the survey reports can be requested.

 

For additional information from Arketi, please visit here.

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