NDM case study: News on the Tweet

Report from  Newsworks

• Why are respected news brands good news for Twitter?

Respected news brands are good news for Twitter as they accentuate the validity associated with the brand identity which ultimately improves a news consumers experience in terms of accessibility. Rufus Olins, the Chief Executive of Newsworks stated this keeps "combination of newsbrands and Twitter helps keep us informed and opinionated. Each helps the other to grow its audiences and influence". In addition, noteworthy statistics include the fact that:  

- "64% of newspaper followers say Twitter helps ensure that established newsbrands continue to resonate with new audiences"  

- "62% think it’s important that news on Twitter is verified by a respected brand". 

The article states that the three dominant reasons as to why news brands are good for twitter is that: "To be aware of what is going on in the world 39%. To pass the time 39%. To be connected to people I am interested in but don’t know 38%.". This has therefore then proven to increase Twitter activity as "40% to see what’s going on with my favourite newspaper brand(s).".

• Why in turn is Twitter good for respected news brands?

In the social climate of 2015, we expect news immediately and accurately and by news brands converging with new media technologies this enhances an audiences consumption and the production of news as a whole. In particular, by traditional news mediums entering the digital platform this reaches out to the younger demographic, who will eventually be the dominant news consumer. Twitter enables a greater cross section of the public to be targeted of news content and in fact consume news, which they wouldn't have initially done in the traditional print format. This is supported by Bruce Daisley, Managing director of Twitter UK who stated that: "59% of Twitter users follow newspaper brands. [and] for the industry Twitter brings new readers: 60% of UK newsbrand followers say they follow newspaper brands that normally they wouldn’t read in print." The article states that Twitter is good for respected news brands because: "Twitter is helping to make newsbrands more accessible, more influential and more connected than ever before.". In particular, "60% Twitter gives me the opportunity to engage with newspaper brands I would not normally read in print format", which improves an audiences consumption of news and their overall experience. Also, "53% [of people said that] Twitter helps me feel more connected to newspaper brands I like", (personal relationships - blumbler and katz).

• The report suggests that old and new media “are not, in fact, in direct competition, but often work extremely well together to enhance both the media eco-system and the consumer experience”. What evidence do they provide to support this idea? Do you agree with it?

The evidence which is provided is their idea that Twitter provides four dominant factors as part of the experience which include: "Knowledge, Opinion, Community and Gossip & Banter". In terms of 'Knowledge and Opinion', this is said to occur through Twitter and newsbrands together providing immediate knowledge and in-sighting audiences of the development of different stories. Also, audiences will receive instant updates from trusted sources, which is a key element of this. Newsbrands ensure that their is a strong sense of legitimacy and accuracy in relation to the stories that "break" on Twitter. They additionally provide journalists who offer quicker updates of the stories, which has said to add depth to an audiences experience as it helps shape and reflect and opinion. Subsequently, newsbrands offer expert opinion, while allowing audiences to engage with these opinion leaders and then form their own. The element of a 'Community' is established through the idea audiences connecting with fellow tweeters, both authoritative (journalists) and “discovering people with shared interests I wouldn't otherwise meet”. Lastly, the 'Gossip and Banter' is highlighted through the fact that not all news has to be serious and is often about celebrities, sports and political scandals that add a sense of entertainment which newsbrand created to ensure that the audience feels relaxed. This is described as their attempt to convey "humour as well as 'backstage' access", which is encouraged by news journalists. As I am not a consumer of news on Twitter, I am not fully aware of whether this consumer experience, however, from the evidence provided it is hard to dispute this. I do particularly agree with the 'community' aspect as I think that the provision of news enabled audiences to 'retweet', 'favourite' or 'comment' in response to different news stories which is a clear example of audience interaction which encompasses the sense of a 'community'. As well as this, there is a strong display of 'gossip and banter' through the element of hashtagging which can carry particularly stories a long way over Twitter and even to other platforms such as 'Instagram'.  

• On page 24/25 of the report, the focus turns to 'gossip' or 'banter'. What example tweets from journalists are used to illustrate this? 

The tweets in particular that are used to illustrate this include a photograph of Kim Kardashian, a prominent figure within Hollywood celebrity scandals, bottom, which is a clear example of entertainment element for people who are interested in her role within modern culture. Also, the tweets from journalists include Grace Dent's advertisement of her own article "I reveal the shocking truth behind...", which adds a greater sense of personality to the news which is written, allowing audiences to feel an enhanced connection with the content that they will then consume. 

• Do you think the increasing amount of 'gossip' or 'banter' is harming the reputation of news and journalists?

I think that the element of 'gossip and banter' is positive in producing a sense of identity in association with the different opinion leaders as it allows audiences to gauge an idea of their personality and humour. Also, through the journalists tweeting honest opinions, fellow users will be able to comment and respond to these ideas, thus building a personal relationship (Blumbler and Katz). However, one could argue that the 'banter' element is detrimental to the idea of professionalism. 

• What does the report say about trust in Twitter and journalists (look at pages 34-39)?

The report provides evidence that consumers of news of Twitter say that: "Journalists on Twitter are a trustworthy and faster source of news, 39%",  "I feel I have a more personal connection with journalists I follow, 48%", "Twitter gives me access to journalists I wouldn't otherwise connect with 69%".  In terms of 'trust', the article highlights the fact that audiences think it is important for their to be a strong sense of trust underpinning the content written by the journalists and posted from newsbrands. 

• Finally, do you think new and digital media developments such as Twitter have had a positive or negative impact on traditional newspapers?

I think that new and digital media developments such as Twitter have positively impacted the impact of traditional newspapers in enhancing their production of content to reach out to a wider cross section of public. This is prominent through the fact that the younger demographic are able to access a greater array of news on these platforms and further interact with the producers and the articles on offer. However, one could argue that the rise in new developments have disadvantaged news institutions in terms of revenues as the print platform is increasingly in decline, which isn't to blame Twitter for.