Who’s Reading Social Media? Journalists

One of the biggest reasons I hear from clients for not engaging the latest technologies on the Web is “it’s just the kids who are using these things.” While I’ll save the age debate for another day (I promise, it’s not just “the kids” who are using social media tools), the point I want to make today is about a very important audience who IS using these tools for their job.

Who is it? Journalists. For those of us in public relations or those of us trying to secure media coverage, there’s no one we want to reach more than journalists. And, wow, can first getting a journalist’s attention, and then communicating with them, be a fine art (that’s why you ALWAYS need a PR pro on your side, but I’m not biased or anything…).

One way to get in front of them besides blasting them with press releases and phone calls is on the Web. A recent study of 180 reporters and editors across multiple industries found that those interviewed said the the blogosphere is having an impact on the speed, tone and editorial direction of their reporting.

That’s right. Journalists are looking to bloggers, YouTube and more for story ideas. Because Internet media can post news almost instantly, they are generally ahead of the game and a place where journalists can check in to see what’s going on, what’s being talked about and more. It’s becoming more and more common to see major bloggers, who are well respected, being quoted in traditional news stories. Twitter has become a major spot for breaking news. For example, the instant Tim Russert died it was all over Twitter.

So, even if you think it’s just “the kids” reading these blogs, watching YouTube and “tweeting,” remember, one of those kids just might be a reporter at the Wall Street Journal researching his next story. And imagine if that blog post he or she is reading is about your company.