A new study from Frank N. Magid Associates and the University of Missouri-Columbia School of Journalism surveyed the social media habits of local media, including television stations and newspapers. The study concluded that newspapers more effectively use Twitter, while TV stations are better at Facebook. Broadcasting & Cable’s Michael Malone has details:
Best social media practices among the stations in the survey include frequently sharing hard news and weather, and asking users questions to stoke interactivity. Worst practices included downplaying weather news, posting too infrequently or frequently and sharing feature content.
“While social media may be a more personable platform, fluffy feature content isn’t going to make local media brand relevant,” says the survey’s outline.
The survey also found that stations are not breaking nearly enough news on the likes of Twitter and Facebook. “Most local media pages are only using Twitter at the end of the story cycle,” said the survey, “not during it.”