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Newspapers Not Effectively Using Social Media

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Newspapers should be using social media more effectively to engage their readers and boost online revenue, according to a new survey by Gartner.

"In the wake of the economic challenges facing the U.S. newspaper industry, publishers are losing focus on the crucial imperative of how to capitalize on those consumers who remain loyal, engaged online and print readers," said Allen Weiner, research vice president at Gartner.

Allen Weiner
Allen Weiner

"Brand-loyal news consumers need to be turned into brand stewards who can wield their influence to two parts of their social graph – those who know them personally, and those who regard the brand stewards as tastemakers with similar points of view."

The survey indicates that newspaper Web sites are failing to optimize for search and a there is a lack of integration between content and social media such as Facebook and Twitter.

Nearly half (49%) of respondents use general search engines (such as Google and Yahoo) once a week or more to find content, but only 20 percent use search tools built into a newspaper or magazine site.

Only 24 percent of those surveyed share good content with friends or others via email and instant messaging. Just 7 percent say they usually or often share content via embedding into social networks.

Although many newspapers use Twitter, few allow users to tweet stories directly from their Web sites.

"Although it’s easy to criticize the newspaper companies for falling behind the digital curve and not thinking innovatively about their future, some of the industry’s current failures fall under the category of looking past the basics," Mr. Weiner said.

"One of those basics is turning those who are fans of your product or service into your best and lowest-cost marketing channel. Even simple social media tools not only allow sharing and recommendations, but also provide a level of identity and reputation management to give others a snapshot of a content curator’s credentials."

 

Newspapers Not Effectively Using Social Media


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  • http://www.trackermo.com Marige, aka Tracker Mo

    there will always be newspapers.

    Newspapers have been particularly resistant to transitioning to the online arena on any level. They have, yes, but grudgingly so. And those in the newspaper biz still speak of the internet with disdain. They offer “real” news, they say (this is taken from personal experience, with several friends in that industry), and still act as if the internet may disappear tomorrow.

    Perhaps that’s just a part of their nature. Like people who still prefer to get a newspaper delivered to their door. I will give them one point: they respect that sector of society.

  • http://www.bigsurrealestate.com/ Michael Gilson

    In other shocking news many newspapers are going out of business. I wonder if we can draw a parallel.

  • http://www.bestcasinowebsite.net/ website

    people are tactile and enjoy the feel and smell of the newspaper. And perhaps enjoy the experience of magazines even more.

    • http://lifeinfrederickmd.blogspot.com LocalGoolgeGuru

      I’m 51 and I prefer the screen over paper.
      My children prefer the screen over paper.

      My Grandchildren think newspapers are what you wrap stuff that might leak with.

      People are “tactile”???

      Only those older than me, and they are dying off.

      I just got an AARP invite (very sobering by the way) if I’M OLD, what does that make the generation that prefers paper?

      dinosaurs

  • http://www.socialmedia-academy.com Axel Schultze

    So true. I posted a story recently explaining the death of industrial media. “What killed publisher – may kill commercial blogger too” http://xeeurl.com/A0693
    But is is more than just a simple “integration of tools and social media lifestyle. Publishers need to develop:
    1) A new information strategy
    2) A corresponding business model
    3) A robust execution plan.

    Just my 2 cents

    @AxelS

  • http://www.trackermo.com Tracker MO

    Not sure how to market with social media? In a word, it’s called networking… and it’s as old as the hills.

    Many people fail at it because the don’t understand networking to begin with.

  • Guest

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  • Guest

    ^ At least newspapers don’t get spammed! ^

  • http://www.TheVCF.com The Virtual Consulting Firm

    Great Article, Mike, Thank You for sharing it! :)

    So …

    How may we all work together to help the Newspapers, and other traditional media, “get it” and more effectively use all the Great New Social Media avenues and tools now available to them/all of us?

    Thank you again for the Great Article, Mike! :) and Everyone Have a Great Day! :)

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  • http://www.club-penguin.org/ Tom smith

    I have searched the net and I should say I have not come across an article like this which is so easy to understand and learn the concepts.

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