Respected news brands are good news for Twitter as they have become inter-dependent and mutually beneficial. We are immersed in news. We want to be the first to know and also to be guided by expert insight and interpretation. The combination of news brands and Twitter helps keep us informed and opinionated. Each helps the other to grow its audiences and influence. The relationship between news brands and Twitter is perfectly balanced: 64% of newspaper followers say Twitter helps ensure that established news brands continue to resonate with new audiences.
Why in turn is Twitter good for respected news brands?
We expect news to come quickly and frequently and with instant accuracy. These demands on news brands, make it such a good partner with Twitter. This is advantageous for the industry as Twitter brings new readers: 60% of UK news brand followers say they follow newspaper brands that normally they wouldn't read in print. Furthermore, news titles are expected to summarise what the whole story is about, the moment they arrive people live blog about them.
The report suggests that old and new digital media "are not, in fact, in direct competition, but often work extremely well together to enhance both the media eco-system and the consumer experience". What evidence do they provide to support this idea? Do yo agree with it?
They say that enhancement comes in four different ways. These include: Knowledge, opinion, community and gossip and banter.
Gossip and Banter: Having a bit of banter or gossip about celebrities, sports or political scandals are all part of the entertainment and are often turned to when news brand followers want to relax. They are looking for both humour as well as ‘backstage access’ into the lives of the people and things they are interested in. They are responsible for some of the most popular individual tweeters.
Knowledge: Being the first to know - immediate knowledge (“I want to be the first to know”) – and then insight and analysis as the story develops.
Community: Connecting with like-minded people - Twitter and news brands together provide a real sense of community – “discovering people with shared interests I wouldn't otherwise meet”.
Opinion: Being part of the wider debate - having your say - The knowledge helps shape and reflect opinions, by giving immediate access to opinion, from friends, the general public and most importantly the tweeters they follow as well as access to the debate from a variety of sources
On page 24/25 of the report, the focus turns to 'gossip' or 'banter'. What example tweets from journalists are used to illustrate this?
- 'I reveal the shocking truth behind Jennifer Aniston’s new hair'
- 'Red carpet awks moment from last night as my microphone chord gets stuck to @KlassMyleene’s dress!'
- 'Do these pants make Kim Kardashian’s bum look big?'
- 'The most amazing thing about the story of President Hollande having an affair is that he apparently only has one pair of shoes'
- 'Excellent: a University has spent £20,000 building a mock pub for students to investigate why people get drunk'
Do you think the increasing amount of 'gossip' or 'banter' is harming the reputation of news and journalists?
In my opinion, i think that it is ruining the reputation of the news and journalists. This is due to the fact that large amounts of people are mocking these institutions and so when members of the public see these tweets, they wont take these businesses seriously and may constantly tweet negative things about them, having a huge impact on them.
What does the report say about trust in Twitter and journalists (look at pages 34-39)?
Almost half of all Twitter users, and almost two thirds of newsbrand users, say it is important that news on Twitter is verified by a respected brand. This helps build trust in the content.
Journalists on Twitter are a trustworthy and faster source of news: 39%
I feel I have a more personal connection with journalists: 69%
I follow Twitter gives me access to journalists I wouldn’t otherwise connect with: 48%
Finally, do you think new and digital media developments such as Twitter have had a positive or negative impact on traditional newspapers?
In my opinion, i think that new and digital media have had a negative impact on traditional newspapers. This is due to the fact that, more and more people are using the internent for information. Its easy, quick and right in front you. Traditional newspapers are going into a decline because of this.
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