Financial journalists choose traditional comms over social media

As research shows UK corporates are beginning to get to grips with social media, a new survey of financial journalists reveals traditional comms channels remain the more important media relations tools.

Facebook: should be used for 'informal conversations'
Facebook: should be used for 'informal conversations'

Broadgate Mainland's 2011 Digital Trends Survey, seen exclusively by PRWeek, found that 48 per cent of journalists researched stories on Twitter, but none wanted to be pitched stories through social media.

Of the 100 journalists surveyed, 81 said they preferred to received stories via email, with 19 preferring the phone.

In total, 45 per cent of journalists felt companies should communicate via Twitter, with only 11 per cent thinking Facebook was an appropriate corporate comms channel.

The journalists surveyed felt social media should be used by companies for 'informal conversations'. Some 97 per cent researched companies via their corporate websites, and only 54 per cent on Twitter and 15 per cent on Facebook.

The findings came as The Social Media Leaders tracking study by the group found a significant uptick in the UK's largest firms using social media.

The number of FTSE 100 companies signing up to Facebook has gone from 25 per cent to 38 per cent in the past six months, while 56 per cent run a corporate Twitter account, up 40 per cent since December.

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