Quick Study: Journalists Use Twitter to Source New Story Angles; Companies Fight Digital Diversions With Social Shutdown


â–¶ Journos Source Socially: The Oriella PR Network’s fourth annual Digital Journalism Study reveals that a large percentage of journalists now use digital and social media—such as blogs, Facebook and Twitter—to source and verify the stories they develop. The study polled 478 journalists from 15 countries, including the majority of Europe, Brazil and the U.S. Nearly half of respondents (47%) say they use Twitter to source new story angles. Over a third say they use Facebook (35%). Other results include: • Blogs are a key element of this process, with 30% saying they use blogs they were familiar with, while 42% also drew from blogs they had not visited before. • However, the study also validates the continued importance of the PR professional, with nearly two-thirds (62%) saying this is where they source stories, while 59% cite corporate spokespeople as sources. • When it comes to validating stories already in progress, a third of those polled say they use Twitter; a quarter use Facebook; and a quarter use blogs. Brands and agencies still remain the dominant first port-of-call for this process though, with 61% using PR agencies for verification and 57% turning to corporate spokespeople. Source: Oriella PR Network â–¶ Worker Interruptions Cost Dearly: If you’re targeting potential prospects or customers where they work, consider that a new study finds the proliferation of collaboration and social tools designed to increase productivity is costing businesses millions of dollars per year in lost productivity, and some companies are doing something about it. The study, by harmon.ie, finds that nearly 60% of work interruptions now involve using tools like e-mail, social networks, text messaging and IM. In fact, 45% of employees work only 15 minutes or less without getting interrupted, and 53% waste at least one hour a day due to all types of distractions. For businesses with 1,000 employees, the cost of employee interruptions exceeds $10 million per year. But business are trying to cut back on the interruptions, as the following findings indicate: • 68% of respondents reported that their employers have implemented policies or technologies to minimize distractions. • The No. 2 corporate strategy used to discourage digital diversion is blocking access to public social networks such as Facebook and/or other non-business Web sites (48%). • Other corporate techniques used to promote digital efficiency include tracking online usage patterns (29%), training (25%), No Facebook Fridays (6%) and No E-mail Fridays (3%). Source: harmon.ie

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