Leveraging the social network: How journalists and news organizations connect with readers on Twitter

Abstract

As journalists and newspapers have attempted to adapt to a new media environment uncertainty remains about how best to approach the use of social media while retaining the journalistic values that have served as a check against misinformation. This study examines how news producers communicate on social media and what interpersonal communication concepts are at work in a mediated social network. Using the concepts found in social network theory, the study tests the roles of interaction, self-disclosure, new journalism values, and the role of opinion leaders on Twitter. Data from the Twitter accounts of 10 newspapers and 40 journalists based in Oklahoma was collected and analyzed. The results of this analysis showed strong effects by opinion leaders and self-disclosure in message propagation. Results also showed a lack of transparency by journalists and newspapers and differences between how often they provided self-disclosure to and engaged with their audiences. However, the results also show that journalists and newspapers both missed several opportunities to better engage audiences and bring them into the conversation. Keywords: Journalism, Twitter, Social Networks, News, Media