Insights from

The 3rd Annual Middleberg/SNCR Survey of Media in the Wired World

Presented: May 6, 2011

  3rd Annual Study   Online Survey   200 respondents   Primarily US (90%) / N. America (96%)

Answer %

Reporter 47%

Editor 20%

Other(specify): 13%

OnlineEditor 5%

Producer 5%

Freelancer 4%

SocialMediaProducer(independent) 4%

Blogger 1%

Publisher 1%

Answer %

Newspaper 39%

Radio 22%

Television 20%

Other(specify): 10%

Online‐onlyMediaOrganizaOon 5%

Magazine 2%

Blog(only) 2%

Answer %

18‐29 15%

30‐49 46%

50‐64 37%

65orolder 2%

Answer %

Male 60%

Female 40%

Answer %

CompanyWebsites 78%

Facebook 75%

Blogs 70%

TwiVer 69%

OnlineVideo 54%

Wikipedia 53%

LinkedIn 31%

CiOzenPhotos 28%

Other(specify): 10%

MySpace 10%

Tumblr 5%

Answer %

ImanageapersonalpageonFacebook. 74%

Imanageaprofessional,work‐relatedaccountonTwiVer. 49%

ImanageapersonalaccountonTwiVer. 41%

Imaintainablog. 39%

Imanageaprofessional,work‐relatedpageonFacebook. 36%

Idonotmaintainablog. 33%

ImanageasingleaccountonFacebookand/orTwiVerthatmarriesmyprofessionallifewithmypersonallife.

26%

ImanageafanpageonFacebook. 23%

IdonotmaintainapresenceonTwiVer. 10%

IdonotmaintainapresenceonFacebook. 7%

Stayed the Same (7%)

Decreased Significantly (1%)

Decreased Slightly (1%)

Increased Slightly (24%)

Increased Significantly (68%)

Definitely Yes (10%)

Definitely Not (6%)

Frequently (17%)

Sometimes (68%)

QuesOon Blogs OnlineVideo Podcasts SocialNetworkingSites

TwiVer/Micro‐blogging

ToresearchanindividualororganizaOon

24% 12% 8% 31% 18%

ToparOcipateinaconversaOon

19% 2% 2% 37% 27%

TomonitorsenOmentordiscussion

24% 7% 6% 30% 26%

TomonitoronlinediscussionsonanarOcleIpublished

23% 4% 3% 28% 25%

Tokeepuponissuesortopicsofinterest

24% 13% 11% 25% 23%

Tofindstoryideas 24% 14% 7% 28% 24%

Tofindsources 24% 8% 5% 33% 23%

QuesOon Blogs OnlineVideo

Podcasts SocialNetworkingSites

TwiVer/Micro‐blogging

Ihavemyownblog,podcast,TwiVerfeedetc.,and/orcontributetomyorganizaOons'newmediaofferings)

17% 12% 7% 31% 26%

QuesOon StronglyDisagree Disagree Neutral Agree StronglyAgree

SocialmediatechnologiesandciOzenjournalismwillulOmatelyleadtothedemiseofthejournalismprofession.

26% 43% 17% 11% 3%

Socialmediaareanincreasinglyimportantpartofjournalism.

2% 4% 8% 42% 44%

NewmediaandcommunicaOonstoolsandtechnologiesareenhancingjournalism.

3% 5% 16% 43% 34%

Mynewsroomenables/encouragesmetousenewcommunicaOonsandsocialmediatoolsandtechnologies.

3% 3% 15% 45% 35%

“Though I'm an old hand, I'm much more eager to embrace all this new technology and run with it than the newspaper I work for, partly because it just doesn't have the resources to use everything we could do.”

“Unfortunately, as little mice on the treadmill, we have to have spin faster so stories are shorter and more numerous. Real depth in reporting is vanishing.”

“In some instances new technologies are far more time consuming, which is not positive when time is money”

Strongly Agree (14%)

Strongly Disagree (5%)

Disagree (5%)

Neutral (26%)

Agree (50%)

Answer %

SearchEngineApps(ForExample,Google,Yelp) 67%

SocialNetworkingApps(ForExample,Facebook) 63%

SocialMonitoringApps(ForExample,TweetDeck) 39%

AppsforCapturingAudio,Photosand/orVideo(ForExample,Bambuser,Instagram,Soundcloud,Ustream)

38%

GeolocaOonApps(ForExample,Foursquare) 23%

AppsforEnhancingMobileCallsandTextMessaging(ForExample,Bntr,FaceTimeFring,GroupMe,Skype

23%

IdonotusemobileapplicaOons. 23%

AppsforPublishing(Forexample,Tumblr,Posterous,WordPress)

21%

AppsforImprovingNoteTaking(ForExample,Evernote,SimpleNote)

17%

Other(specify): 4%

Answer FirstPriority SecondPriority ThirdPriority FourthPriority

Filestorytobepublished(print)oraired(broadcast).

61% 17% 10% 12%

Uploadcontenttomobileplahorm.

9% 13% 27% 51%

FeedcontenttofollowersonsocialmediaaccountssuchasFacebookand/orTwiVer.

15% 23% 41% 21%

PushcontenttonewsorganizaOon'swebsite.

34% 45% 10% 11%

Irrelevant (6%)

Much Less Important (3%)

Somewhat Less Important (26%)

Somewhat More Important (35%)

Much More Important (31%)

  80% not about you, but of value to audience

  Listen (otherwise you can’t hear)

  Find journalists and bloggers relating to your client/client subject

  Follow their Twitter feeds

  Connect – comment on tweets, articles, blog posts

  Join in casual discussions and chats

Identify Audience

Determine How to

Communicate

Encourage Desired Results

Measure Against

Benchmarks

Refine

  Highest sustained rate of Tweets ever.

  From Sunday, May 1st at 10:45 p.m. to Monday, May 2nd at 2:20 a.m. ET, there was an average of 3,000 Tweets per second.

  The Japanese earthquake had bigger spikes for more hours, but not for a significant sustained period.

  The Super Bowl had a sustained spike for more hours, but not for a significant sustained period.

  Sohaib Athar – Pakistani IT Consultant ◦  “Helicopter hovering above Abbottabad at 1AM (is a rare event).”

  Keith Urbahn – Rumsfeld’s former Chief of Staff ◦  “So I’m told by a reputable person they have killed Osama bin Laden.

Hot damn.”

  Devote resources   Fast execution/response   Don’t be a jerk   Be an authentic, yet human voice

For more information, please contact:

  Jen McClure, Founder & President Society for New communications Research http://sncr.org/ T: 408.825.9288 @Jen_McClure

  Don Middleberg Middleberg Communications http://www.middlebergcommunications.com/ T: 212.812.5680 @DonMiddleberg

  The Society for New Communications Research is a global nonprofit research and education foundation and think tank founded in 2005 to focus on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society.

  SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies.

  The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe—all collaborating together on research initiatives, educational offerings, and the establishment of standards and best practices.

  Middleberg Communications is a full-service, independently owned public relations agency with specialized expertise in the consumer, corporate and financial services, media, and technology markets. The agency focuses on delivering tangible results that help clients grow their businesses. Hallmarks of the firm are smart, creative strategic thinking; targeted media relations; and unbridled enthusiasm for clients’ business goals, all supported by good old-fashioned hard work. For more information, visit http://www.middlebergcommunications.com.