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Decoding the Social Media News Consumer

Alfred Hermida

Journalism Interactive
University of Maryland, 28 – 29 October, 2011
Social networking map 2010
http://www.flowtown.com/blog/the-2010-social-networking-map
The networked audience
   Marwick and boyd (2011)

               Photo: Luc Legay http://www.flickr.com/photos/luc/
Sharing the news

  Photo: Pricklebush http://www.flickr.com/photos/pricklebush/
The Canadian example

6S Marketing: http://www.6smarketing.com/canadian-facebook-statistics/
Percentage of social media users


            Twitter updates: news            10
            organization/journalist

Twitter updates: friends and family               18


            Social networks: News                 20
            organization/journalist

Social networks: Friends and family                        43


                                        0       10       20      30       40      50



                     Social networks as news sources
      (Internet users who visit social networking sites at least monthly; N = 1059)
Percentage of social media users


Exposed to more news and information                        59


     Find first-hand information about                       63
              important events


        Keep up with news and views                              71


   Find out about social or community                             76
                 events

                                             0        20          40      60          80



                          The appeal of social news
      (Internet users who visit social networking sites at least monthly; N = 1059)
Individual blogger

News / commentary website

 International news website

          News aggregator

        Radio new website

          TV news website

        Newspaper website

                              0       20        40        60   80
     Online news consumers        High social media users
     Medium social media users


             News sources on a typical day
Attitudes to journalism
Use of social media in news reports   Use of Twitter by journalists




         32           36                     26            39


               32                              34




         Yes   No    Unsure                 Yes     No   Unsure
The social news consumer
‱ Importance of social
  recommendation
‱ Social media use
  begets comfort with
  social media
‱ Friends as news editors
‱ Editorial disaggregation




                 Photo: Travis Jon Allison http://www.flickr.com/photos/whybesubtle/
The social news consumer
‱ Mix of traditional and
  social sources
‱ Open to non-
  traditional news
  sources
‱ Canadians value
  diversity in news




                       Photo: lotusutol http://www.flickr.com/photos/lotusutol/
Networked publics

‱ Reframing the news

‱ Shaping news flows




             Photo: wouldleywonderworks http://www.flickr.com/photos/wwworks/
Thank you

‱ alfred.hermida@ubc.ca
‱ @hermida




‱ New book out now
‱ All royalties go to Reporters Without Borders

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Share, Like, Recommend

  • 1. Share, Like, Recommend Decoding the Social Media News Consumer Alfred Hermida Journalism Interactive University of Maryland, 28 – 29 October, 2011
  • 2. Social networking map 2010 http://www.flowtown.com/blog/the-2010-social-networking-map
  • 3. The networked audience Marwick and boyd (2011) Photo: Luc Legay http://www.flickr.com/photos/luc/
  • 4. Sharing the news Photo: Pricklebush http://www.flickr.com/photos/pricklebush/
  • 5. The Canadian example 6S Marketing: http://www.6smarketing.com/canadian-facebook-statistics/
  • 6. Percentage of social media users Twitter updates: news 10 organization/journalist Twitter updates: friends and family 18 Social networks: News 20 organization/journalist Social networks: Friends and family 43 0 10 20 30 40 50 Social networks as news sources (Internet users who visit social networking sites at least monthly; N = 1059)
  • 7. Percentage of social media users Exposed to more news and information 59 Find first-hand information about 63 important events Keep up with news and views 71 Find out about social or community 76 events 0 20 40 60 80 The appeal of social news (Internet users who visit social networking sites at least monthly; N = 1059)
  • 8. Individual blogger News / commentary website International news website News aggregator Radio new website TV news website Newspaper website 0 20 40 60 80 Online news consumers High social media users Medium social media users News sources on a typical day
  • 9. Attitudes to journalism Use of social media in news reports Use of Twitter by journalists 32 36 26 39 32 34 Yes No Unsure Yes No Unsure
  • 10. The social news consumer ‱ Importance of social recommendation ‱ Social media use begets comfort with social media ‱ Friends as news editors ‱ Editorial disaggregation Photo: Travis Jon Allison http://www.flickr.com/photos/whybesubtle/
  • 11. The social news consumer ‱ Mix of traditional and social sources ‱ Open to non- traditional news sources ‱ Canadians value diversity in news Photo: lotusutol http://www.flickr.com/photos/lotusutol/
  • 12. Networked publics ‱ Reframing the news ‱ Shaping news flows Photo: wouldleywonderworks http://www.flickr.com/photos/wwworks/
  • 13. Thank you ‱ alfred.hermida@ubc.ca ‱ @hermida ‱ New book out now ‱ All royalties go to Reporters Without Borders