Social media is changing the face of journalism

Social media, which has become an essential information landscape for journalists, is having a profound influence the production and dissemination of news. Platforms such as X, Facebook and LinkedIn serve purposes beyond networking; they are crucial for information gathering, promoting stories and engaging with audiences. 

Social media’s key challenges for journalism

Digital advertising: The shift to digital advertising has made it difficult for publishers to generate enough revenue to sustain their operations. With a significant decline in print advertising, tech giants are taking in the majority of digital ad revenue, leaving news organisations vying for a smaller share of the market.

Competition from influencers: Nearly 28% of journalists report that one of their major challenges over the past year has been competing with social media influencers and digital content creators for audience engagement and attention.

Misinformation: The spread of misinformation and fake news on social media presents a significant challenge for journalists: 33% of journalists identified online misinformation as one of their biggest challenges in the past year. 

Harassment: Online trolls and critics often target journalists for their reporting, opinions or perceived biases. This blurring of personal and professional boundaries can take an emotional toll, potentially leading to self-censorship or even driving journalists away from social media.

Speed vs. accuracy: The constant demand for real-time news updates and the pressure to be the first to break a story on social media can sometimes conflict with journalistic principles of thoroughness and accuracy. 

Algorithms: Social media platforms use algorithms to prioritise content that generates engagement, which often comes at the expense of nuanced, fact-based reporting. This has contributed to the spread of misinformation and the creation of ideological echo chambers. 

New alternatives?

As of 2024, the most valuable social media platforms for journalists are X, Facebook, LinkedIn, Instagram, and YouTube. As X has become increasingly 'toxic' in recent months, Bluesky has emerged as new refuge for journalists. Many publishers, news organisations, and journalists are migrating  to the platform, but whether or not Bluesky represents the future for journalists remains to be seen. Threads and Mastodon, meanwhile, are not proving so popular with journalists.

How do journalists use social media?

• To publish and promote content
• To source information
• To interact with the audience
• For networking purposes
• To monitor news, keywords, competitive media etc.