PR Firm's Study Shows More Radio Newsrooms Using Social Media
September 21, 2011 at 4:16 AM (PT)
A study by Public relations firm NEWS GENERATION of radio stations in the top 50 markets finds, predictably, that the number of stations integrating social media into their news operations has jumped since 2009. The small-sample study indicated that nearly half of the newsrooms (45%) used Twitter and FACEBOOK in 2009, but the number has nearly doubled to 96% today.
In other findings, 65% said social media helps break news faster; 58% say they enhances listenership; and 62% say they provide "another broadcast medium." But fewer stations are relying on leads from "citizen journalists," dropping from 56% of newsrooms to 31% since 2009.
"The take home message," the firm said, "seems to be that while social media won't replace traditional media, rather traditional media and social media are no longer separate entities. They will continue to work in tandem to provide audiences with the news they want on the device the want it. And speed and relationships are the name of the game."