A national survey conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations found that an overwhelming majority of reporters and editors now depend on social media sources when researching their stories. Among the journalists surveyed, 89% said they turn to blogs for story research, 65% to social media sites such as Facebook and LinkedIn, and 52% to microblogging services such as Twitter. The survey also found that 61% use Wikipedia, the popular online encyclopedia.

While the results demonstrate the fast growth of social media as a well-used source of information for mainstream journalists, the survey also made it clear that reporters and editors are acutely aware of the need to verify information they get from social media. Eighty-four percent said social media sources were “slightly less” or “much less” reliable than traditional media, with 49% saying social media suffers from “lack of fact checking, verification and reporting standards.”

According to the Cision/GWU survey, most journalists turn to public relations professionals for assistance in their primary research. Editors and reporters surveyed said they depend on PR professionals for “interviews and access to sources and experts” (44%), “answers to questions and targeted information” (23%), and “perspective, information in context, and background information” (17%).

For a copy of the complete survey results, go to http://us.cision.com/journalist_survey_2009/.

In another survey, conducted by the Society for New Communications, it was found that journalists’ use of social media is surging and, in some cases, growing by double-digit numbers:

  • Nearly 70% of journalists surveyed are using social networks; a 28% increase from 2008.
  • 48% are using Twitter or other microblogging sites and tools; a 25% increase from 2008.
  • 66% are reading blogs
  • 48% are viewing videos online
  • 25% are listening to podcasts.

Source: Middleberg Communications and Society for New Communications Research Press Release, February 19, 2010.

Source: Cision Press Release, January 20, 2009