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 |
|
92% |
|
|
85 |
|
|
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.
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