The Impact of Social Media on Journalism
The rise of social media has changed aspects of all our lives. Society as a whole has been forced to adjust to a digital lifestyle full of posting and endless scrolling. For journalists and news organizations, the switch to the digital age has impacted almost every part of their daily responsibilities. The process of sharing information and engaging with audiences is now primarily done online. In fact, one third of adults say they sometimes consume news from social media (Pew Research). The industry is forever changed and will continue to evolve as social media advances.
First, the ability to post information, especially breaking news, instantaneously has allowed for news stories to spread faster than ever before. A simple post on Facebook, Instagram, or X can give a community news in real time. This helps with the safety aspect of news reporting because crucial details about a crime or dangerous situation can be spread to people more easily. They don’t have to turn on the news on their television or scroll through a news organization’s website to get the information that is important to them.
Since the majority of the American population uses social media, content is more widely seen. If only 20,000 households watch a TV newscast, thousands more can see content on social platforms. Journalists can use this to their advantage to inform the public on news and updates, while also gaining a wider audience and getting recognition for their work. They are also able to broadcast their work to a more diverse audience than the demographics of a news show.
Arguably, the most important aspect of social media to the journalism industry is communication. Journalists are able to engage with their communities and viewers to learn more about them and the stories they care about. They can post their content and talk to people who comment or share it, forming a personal relationship. According to Aaditya Kanchan’s article, that connection between a reporter and a viewer can create brand loyalty and bring in a more dedicated audience daily. It also can help a journalist gain credibility and trust. This direct line of communication can also help journalists gain valuable feedback and get leads for new stories. Often, news reporters join community Facebook groups to learn what people are talking about and any issues that are getting attention. They can use that information to produce a story of interest. Journalists who use social media also stay up to date on trends that could become reportable news.
Additionally, social media gives journalists a platform to build their personal branding. In a LinkedIn article, Kayla Keane says by sharing stories and expertise, reporters can establish a name for themselves in their specific market and the industry as a whole. Reporters who use social media and share their content are more likely to get a job than those who do not post publicly.
For news organizations, like newspapers and news stations, social media is equally as important. Most news outlets have a strong presence on social media where they share stories and engage with their audience in an attempt to bring more traffic to their websites. The ability to post and make content more visible can help attract new readers and increase following, which ultimately boosts their revenue.
Journalists and news outlets now rely on social media to spread news and improve their market or personal standings. There are some challenges that social media brings, such as citizen journalists and misinformation, but most believe the benefits outweigh them. As social media continues to change and new platforms are created, the journalism industry will again be forced to adjust and find new ways to spread their content.