Chandra Clark, PhD

Chandra.clark@ua.edu

@altvprof

Social Media, Mobile Applications and Modern

Journalism:A Survey of News Managers

and Professionals

•

Background:Teach introduction to broadcast news, advanced broadcast news, presentation skills for radio and television, and new media

Former newsroom producer, broadcast media relations, and now freelance producer

March 25, 2014 Used Google Forms to generate simple survey with 33 questions. Sent to newsroom colleagues, former news students, news managers, producers, reporters, from all over the country. Responses from New York City, Portland, Atlanta,Orlando, Louisville, Nashville, Panama City,Birmingham, Albany, etc. 20 respondents in a 48 hour period. Based each question on a 5 point Likert scale. Asked two open ended questions.

For potential job candidates, do they need to be avid users of

Twitter?

4.2/5

For potential job candidates, do they need to be avid users of

Facebook?

4.3/5

For potential job candidates, do they need to be avid users of

Instagram?

2.8/5

For potential job candidates, do they need to be avid users of

Vine?

2.3/5

For potential job candidates, do they need to be avid users of

Google Plus?

2.4/5

For potential job candidates, do they need to be avid users of

Pinterest?

1.9/5

For potential job candidates, do they need to be avid users of

LinkedIn?

2.9/5

For potential job candidates, do they need to be frequent posters

to YouTube?

2.7/5

For potential job candidates, do they need to have

familiaritywith HTML coding?

2.0/5

For potential job candidates, do they need to have familiarity

with cloud based servers such as Box, Google Drive, Dropbox,

iCloud, etc.?

2.9/5

For potential job candidates, do they need to have familiarity

with developing mobile applications?

2.2/5

For modern journalism students, what level do you place

videography as an essential skill for reporter and producer reels?

3.6/5

For modern journalism students, what level do you place writing as an essential skill for reporter

and producer reels?

4.9/5

For modern journalism students, what level do you place videoediting as an essential skill for reporter and producer reels?

3.5/5

For modern journalism students, what level do you place on on-air presentation skills as an essential

skill for reporter and producer reels?

4.3/5

Rank in order the importance of writing, videography, knowledge of mobile, video editing, on air presentation:

#1 Skill=Writing was #1 on all but 3 which were on air performance

#2 Skill=8 for on air performance, 5 for editing, 3 for knowledge of social media, 2 for writing, 2 for video editing

#3 Skill=11 for videography, 4 for social media

#4 Skill=7 social media, 6 video editing

#5 Skill=11 for social media, 4 on air performance

Do you consider someone who has a blogan asset or liability as a potential hire’sbranding?

Liability: 11

Asset: 9

Why do you consider a blogger a liability?

“Not sure where their priorities lie. It gives me two messages to manage, and I can only monetize one.”

“Branding needs to be on point in every aspect of the field. A person’s blog might not meet expectations.”

Why do you consider a blogger a liability?

“Because a personal blog generally ends upbeing a collecting place for the journalist'sown opinions and rants about their workplace, co-workers, and job in general and this can be detrimental to the station's image as well as the reporters image.”

Why do you consider a blogger an asset?

“Building the personal brand of an on-air talent is arguably more important than building the station's brand in this digital age. Everyone expects every station to cover the news. Any window a reporter or anchor can give a viewer into his or her life or personal perspective on the news makes that reporter or anchor that much more interesting as someone you would "invite" into your home each night.”

Why do you consider a blogger an asset?

“It depends on what they're blogging, but it also puts them in touch with their audience. They won't be considered "talking heads," they'll be considered one of them with something to bring to the table. It could also smoke out new angles to high-interest stories they've been covering.”

Why do you consider a blogger an asset?

“Someone actively blogging understands the value of the platform in terms of SEO and brand awareness.”

Additional input on traditional skills:

“Writing is, was, and always will be the #1 asset for a newsroom hire.The rest is teachable.”

“In many cases, I'd rather a person tell a good story than tell a story first. But I realize I'm in the minority here. Just because you Tweeted out a story before anyone else doesn't mean it's factually right. Get the facts straight before hitting "send.”

“Make sure the first 15 to 30 seconds on your resume reel is your absolute, top-notch quality stuff. Most of the time, that's as far as we will get into a reel to determine if you are one to continue looking at. I also believe social media needs to be stressed more. We could do so many cool things through not only Facebook and Twitter to tease the stories for upcoming newscasts.”

Additional input on traditional skills:

Additional input on traditional skills:

“I would hope that employers value writing at the top of their lists. I also place a high value on videography because the pictures and sounds help tell the story. Video editing comes with that. I do place a high value on on-air performance, too. If you don't have talent to deliver a story on cam, the other three are wasted.”

“They need to understand that they cannot segregate their social media. There is no such thing as a "personal" account.”

“There is no doubt social media ability is crucial to modern journalism, but the most important skill set remains your ability to research and write a story creatively and effectively - and communicate it onTV with solid on-air presentation skills.”

Additional input on social media skills:

“Social media rules the day when it comes toInteracting with viewers which means you needto know how the applications work. Also, I've hadto use various mobile apps aside from social mediain a pinch just to get a story done – be it video editing, a field teleprompter, making graphics, etc.When you find the person who can do all of these together, hire them and keep them well paid.”

Additional input on social media skills:

Additional input on general skills:

“I think that a candidate needs to come in with an attitude of learning and not a know-it-all attitude. It is the BIGGEST turn off to hiring kids out of college. They don't want to work, yet they think they know everything!“

“I would advise that students set realistic goals. It is becoming increasingly difficult to get into this business outof school. The more experience they have the better. Do as many internships and as many jobs in those internships so that they will become a very well rounded individual.”

Additional input on general skills:

“The more you can do the better potential you have to be hired. Don't be afraid to take a job you don't necessarily want to do right off the bat. It can lead to great things. Off air jobs are a lot easier to come by than on air.”

“Potential hires should be a team player. They should also be able to take constructive criticism and be reliable.”

Chandra Clark, PhD

Chandra.clark@ua.edu

@altvprof

Social Media, Mobile Applications and Modern

Journalism:A Survey of News Managers

and Professionals