#研究分享#【新闻媒体Twitter使用状况调查】

#研究分享#【新闻媒体Twitter使用状况调查】新闻媒体是如何使用Twitter的?其发布的推文是否注明消息来源?调查发现:44家英美全国性报纸的网站上都有Twitter即时分享按钮,但仅18家(40%)在其推文中@作者或@来源网站;50家全美最流行网站也全都有Twitter即时分享按钮,38家(76%)在其推文中标注了来源;规范标注消息来源能够提高新闻和网站的可信度。

Are News Organizations Using Twitter Effectively? (Infographic)

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The media loves Twitter. In fact, journalists, media professionals and publications make up thelargest group of verified Twitter accounts. While individual journalists and media insiders have relatively modest followings, some publications have millions of followers.

Still, some companies adapt better than others and an infographic from NeoMam Studios examined whether or not news organizations are using Twitter effectively.

NeoMam analysed how 44 U.S. and U.K. newspapers were using Twitter by asking two questions:

  • Does the publisher have Twitter buttons on site the website?
  • Does the publisher use the author or publication name in default Tweets?

While all of the newspapers had Twitter on-site share buttons, less than half included the author or publication name in its Tweet template. However, when examining the most popular publishers on the web, NeoMam discovered that 73 percent included the @author or @publisher in default Tweets.

According to NeoMam Studios CEO Danny Ashton, the main difference between how newspapers use Twitter and how the more popular digital publishers like Buzzfeed use it, is likely a matter of infrastructure. He told SocialTimes:

Many of the older publications have sites that have developed over time and thus have frameworks that I assume are tricky to change. In contrast to them, we’ve got new influential publications of the likes of Buzzfeed, which are defined as “full stack startups” and have been built from the ground up with the main goal of engaging users on all platforms.

Ashton also noted that including the @publisher in the Tweet template adds the cache and credibility of the publication to the content. However, he said this was a secondary perk to the real power of including the @author and @publisher.

The main direct benefit is an immediate increase in the number of direct follows to both @author and @publicaton. Including the author’s username helps increase the number of followers to the publication, whilst pushing the personal brand awareness of writers and journalists.

Check out the infographic below for more details.

how-many-news-organizations-use-twitter-correctly-2Image courtesy of Shutterstock and Twitter.

文章来源:Social Times

文章链接:http://www.adweek.com/socialtimes/are-news-organizations-using-twitter-effectively-infographic/626138


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