So far, there’s been a lot of big news this year; the result from the EU referendum, celebrity deaths, tragic shootings and terrorist attacks to name a few, but do you remember how you learnt about them?
Chances are, you were scrolling through your Facebook newsfeed or checking in on Twitter as social media has become the number one news source for what is happening in the world right now. A recent survey by The Reuters Institute for the Study of Journalism found that younger people in particular – 28%, which is more than a quarter of 18-24 year olds – use social media as their main news source, with Facebook being the most important.
‘Indeed, when it comes to Facebook, they found that an overall average of 44% of the demographic use it to find, read about, watch, comment and share news online. And the figures for news via social media in general is high too, with over half their sample (51% – from a total of 50,000 online news consumers worldwide) obtaining their news from social media.’
It’s not difficult to see why the way we obtain news has changed. We’re a mobile phone dependent nation – or rather – world – but this ongoing trend is having a big impact on more traditional business models. Publishers are already finding it harder and harder to connect directly with users – and to make money. The report states that there will be ‘potentially profound consequences both for publishers and the future of news production.’
‘And, delving deeper, the survey also showed that most consumers don’t want to pay for news online, with those in English-speaking countries (9% average) being the most reluctant. After all, with so much news online and readily available, why bother? It’s no surprise that advertising is so necessary, but with the rise of ad-blocking, news businesses continue to face pressures as more and more people discover, and install an ad-blocker on their mobile.’
People also like the fluid nature of getting their news online. As well as reading about what’s happening in the world, online users are often the ones to share news. Analysis from Pew Research Centre puts this figure at 50%, and some are even the ones covering the news. For most though, it is a chance to discuss and offer opinions with other users, feed through other relevant information as it happens and even add photos/videos they took of a news event.
‘The way we view news is also worth noting if you’re a business who wants to reach more people as your ‘news’ can be seen, discussed and shared in the same way. Having a presence on social media is crucial anyway as nearly *80% of consumers are inclined to buy from you more often if they can see you online but, of course, your presence has to be done in the right way.’
Focusing on your target audience is a key consideration, and here at Rawww, we help our clients with their social media by devising a strategy to suit each individual business by focusing on their needs and goals.
So, next time you’re online, as well as reading all the latest news, take a closer look at how other companies share their own news online and… read all about it!
* According to a study by The Internet Advertising Bureau
