WHAT GOOD IS TWITTER? THE VALUE OF SOCIAL MEDIA TO PUBLIC SERVICE JOURNALISM

WHAT GOOD IS TWITTER? FEBRUARY 2013 WHAT GOOD IS TWITTER? THE VALUE OF SOCIAL MEDIA TO PUBLIC SERVICE JOURNALISM By Nadja Hahn EBU research fellow at POLIS, the media think tank of the London School of Economics, and business reporter at the Austrian broadcasting corporation, ORF. Page 1 A EUROVISION MEDIA STRATEGY PUBLICATION IN ASSOCIATION WITH POLIS, LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE TABLE OF CONTENTS 5 6 8 9 9 10 11 11 13 14 15 16 17 17 18 19 19 20 21 21 22 22 23 FOREWORD PREFACE INTRODUCTION WHY DOES IT MATTER? MANY BROADCASTERS STILL STRUGGLE CHALLENGE 1: DOES SOCIAL MEDIA CHANGE THE DEFINITION OF PUBLIC VALUE? CONNECTING: A PUBLIC VALUE IT’S ABOUT MONEY TOO CHALLENGE 2: HOW DO SOCIAL NETWORKS CHANGE NEWSGATHERING, WHERE IS THE PUBLIC VALUE? FACEBOOK IS A DISCUSSION FORUM TRAPS AND DILEMMAS THE TWITTER BUBBLE AND INFORMATION OVERLOAD CHALLENGE 3: HOW SHOULD PSBs COMMUNICATE ON SOCIAL NETWORKS TO PROVIDE PUBLIC VALUE? CHANNEL 4 AND NOGOBRITAIN REACHING OUT TO THE AUDIENCE #HASHTAG ON SCREEN AUDIENCE FEEDBACK ACCOUNTABILITY AND THE JIMMY SAVILE SCANDAL MORE TRAPS AND DILEMMAS ARE YOU EVER PRIVATE ON TWITTER? KILLING YOUR OWN SCOOP AND TWEETING THE COMPETITION WHO GIVES A TWEET? SCEPTICISM IN THE NEWSROOM Page 2 A EUROVISION MEDIA STRATEGY PUBLICATION IN ASSOCIATION WITH POLIS, LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE 23 24 25 26 26 27 28 28 29 30 30 36 36 36 37 37 39 KNOW YOUR AUDIENCE SOCIAL MEDIA IN A MULTIMEDIA NEWSROOM CHANNEL 4: ARE SOCIAL MEDIA ACTIVITIES OF PSBs A THREAT TO PRIVATE MEDIA? IT`S A SOCIAL JUSTICE ISSUE THE BBC`S COMPETITORS ARE LESS FUSSED DOES FUNDING MAKE A DIFFERENCE? SMALL COUNTRIES ARE DIFFERENT RECOMMENDATIONS AND CONCLUSIONS NEW TECHNOLOGY, OLD VALUES APPENDIX 1 EBU SURVEY RESULTS APPENDIX 2 THE AUSTRIAN CASE: ORF`S FACEBOOK STRUGGLE DON`T PROMOTE FACEBOOK ORF CAN`T HAVE IT ALL ORF CANNOT SURVIVE WITHOUT ADVERTISING REVENUE CREDITS ... - tailieumienphi.vn