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Pew – How Mainstream Media Outlets Use Twitter

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How Mainstream Media Outlets Use Twitter Content Analysis Shows an Evolving Relationship – November 14, 2011

  • “For nearly every news organization, Twitter has become a regular part of the daily news outreach. But there are questions about how those organizations actually use the technology: How often do they tweet? What kind of news do they distribute? To what extent is Twitter used as a new reporting tool or as a mechanism for gathering insights from followers? To answer some of these questions, the Pew Research Center’s Project for Excellence in Journalism and The George Washington University’s School of Media and Public Affairs collaborated on a study of Twitter feeds from 13 major news organizations. The research, which examined more than 3,600 tweets over the course of a week, reveals that these news organizations use Twitter in limited ways—primarily as an added means to disseminate their own material. Both the sharing of outside content and engagement with followers are rare. The news content posted, moreover, matches closely the news events given priority on the news organizations’ legacy platforms.”
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