NAAS Presentation: Social Media Usage at Spanish-language Newspapers
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This presentation reviews research on the usage of social media at sister publications of two newspapers. The publications are English-language and Spanish-language news outlets. This study shows that differences do exist among the outlets, including resources, training and usage of social media among reporters and the main social media channels.
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NAAS Presentation: Social Media Usage at Spanish-language Newspapers
- 1. Social Media Usage Across English- language and Spanish-language Publications: A Comparative Study of Sister Publications National Association of African American Studies & Affiliates Conference February 13-18, 2017 Dallas, Texas Dr. Kay L. Colley
- 3. Hispanics and population Graphic from Pew Research Center. Data from U.S. Census Bureau.
- 4. Hispanics lead stats in social media usage*** • BIA/Kelsey’s Consumer Commerce Monitor study found that 17.7% of Hispanics surveyed use YouTube for local shopping versus 10.3% of non-Hispanic • ShareThis found that Hispanic consumers are twice as likely to share content or click on shared content, and Hispanic consumers share 5X more often on social media • Hitwise found that Hispanics are more likely to shop online (21% higher) ***http://www.mediapost.com/publications/article/220256/hispanics-lead-stats-in-social-media-usage.html
- 5. • Recent reports from the Pew Center (2016) and Reuters (2016) show a continued decline in newspaper consumption • These reports also show an increase in usage of social media for news consumption • Newspapers are no longer the first source of news; Twitter, Facebook and other social media outlets are that first source of news Recent studies of media usage trends
- 6. These demographics and industry trends set the stage for the current study.
- 7. R1: How do staffers say they use social media? R2: How do staffers actually use social media on a day-to-day basis? R3: What type of training have staffers received or do they receive? R3b: What is the policy for particular types of social media use? Are there any “banned” outlets? R4: What are the attitudes that staffers have about social media? R5: What are the attitudes that top executives have about social media? R6: How is social media usage among these entities similar? R7: How does social media usage among these entities differ? Research Questions
- 8. Methodology • Mixed method • Directed interviews with reporters and editors • Content analysis of Facebook and Twitter • Two sites in Texas with English- language and Spanish-language newspapers
- 9. R1: How do staffers say they use social media?
- 10. R2: How do staffers actually use social media on a day-to-day basis? “Talk“ with readers Story promotion: others Break the news: Live Tweet Ask for sources Story promotion: own stories
- 11. R3: What type of training have staffers received or do they receive? 0 5 10 15 20 25 None Online In Office English Spanish
- 12. R3b: What is the policy for particular types of social media use? Are there any “banned” outlets? Respondents were unaware—null question
- 13. R4: What are the attitudes that staffers have about social media?
- 14. R5: What are the attitudes that top executives have about social media? Not sure—null question
- 15. R6: How is social media usage among these entities similar? “Talk“ with readers Story promotion: others Break the news: Live Tweet Ask for sources Story promotion: own stories
- 16. R7: How does social media usage among these entities differ?
- 17. R8: Is social media usage impacted by the research study? There was no discernible difference in the number of Tweets or Facebook posts from any of the four entities.
- 18. Limitations • Small sample • Overly skewed to the social media stars in English-language outlets • Census of Spanish-language outlets • Watchful eye of an editor
- 19. Discussion • Spanish-language market for newspapers differs in adoption of social media usage, possibly due to resources • Focus of Spanish-language social media in creating dialogue is unique • Reporters and editors see social media as integral to their continued success
- 20. Questions??? My contact info: Dr. Kay L. Colley Texas Wesleyan University kcolley@txwes.edu 817-584-4691
Notas del editor
- A brief history of the growth in Hispanic media from 2000-2012. All media start-ups are not seen in this graphic. Bear in mind, during this time period the overall English-language media industry in the United States was undergoing massive upheaval through loss of readership and loss of advertising revenue. Newspapers across the country were closing, filing for bankruptcy, being sold for pennies on the dollar, but Hispanic media was a growth area.
- Since 1960, the nation’s Latino population has increased nearly nine-fold, from 6.3 million then to 55.3 million by 2014. It is projected to grow to 119 million by 2060, according to the latest projections from the U.S. Census Bureau (2014). The foreign-born Latino population has increased by more than 20 times over the past half century, from less than 1 million in 1960 to 19.3 million in 2014. The U.S.-born Latino population has only increased six-fold over this time period. There are about 30 million more U.S.-born Latinos in the U.S. today (35.9 million) than there were in 1960 (5.5 million).
- Big companies have employed marketing research firms confirming that Hispanic consumers use social media more and are more likely to interact with mobile content. With this expanding and more social media savvy, mobile audience, have the Spanish-language newspapers moved in the direction of the audience? What do reporters and editors think about social media, particularly in newspapers that have legacy English-language media and more recently created Spanish-language products.
- The Reuters report showed that more than 51% of people they surveyed use social media as their main source of news each week with Facebook being the biggest provider. In 18-24 year olds, social media surpassed television for the first time as their main source of news (28% to 24%).
- As you can see, research centers and the newspaper industry are actively working to keep up with changing media consumption trends that focus on mobile delivery and social media. This study focuses on social media usage among newspaper reporters and editors at English-language and Spanish-language sister publications. This study was funded through a Sam Taylor Fellowship from the General Board of Higher Education and Ministry of the United Methodist Church, in particular focusing on the Hispanic population. Spanish-language media in particular, are practically ignored by the academic community despite their increasing importance. Here are the research questions this study sought to answer.
- This study used a mixed methods approach, using directed interviews with reporters and editors on site and qualitative analysis of those interviews searching for patterns of perception. A content analysis of the Facebook and Twitter pages of the newspapers was also conducted to review actual use with perception of use. The first two sites chosen were within 50 miles of each other, serving very similar audiences. Additional sites have been added, focusing on Texas.
- The majority of staffers at English and Spanish-language publications use social media to gather information, share their stories, other stories from the newspaper and live-Tweet events. English language staffers also use social media to monitor their competition while Spanish-language staffers aggregate information and experiment with storytelling.
- What staffers say about how they use social media is actually how they use social media, with a focus on promoting the news and breaking the news.
- When social media was introduced as a “required” tool, staffers received in-house training from experts brought in to integrate social media usage, but most staffers, particularly on the English-language side, said they had received no training despite this training regime.
- This word cloud gives you some indication of what staffers said about social media. This particular word cloud was from a Spanish-language newspaper staffer, but it does highlight the attitudes: it’s work, or rather one more area of work that is important. On the English-language side, several reporters talked about coming into social media kicking and screaming, but then found it to be an integral part of their work life. Twitter is by far, 75%, the choice of reporters for their use, according to this study.
- You may notice that this looks like the slide for the answer to R2. That’s because it is. The way that Spanish-language and English-language media outlets in this study use social media is similar at one newspaper. The other newspaper is very different as a direct result of a lack of staff at the Spanish-language newspaper. Staffers express similar ideas for usage, but don’t have the time.
- Reviewing the figures from R1, we can see how social media usage differs among the English-language and Spanish-language newspapers. English-language staffers also use social media to monitor their competition while Spanish-language staffers aggregate information and experiment with storytelling. You can also see that English-language staffers are more likely to use social media to find sources than Spanish-language staffers, while live-Tweeting is more of a focus among Spanish-language staffers in addition to creating a dialogue with audience members. Spanish-language staffers, particularly at one newspaper, were more focused on social media training than English-language staffers. The opposite situation was evident at the other sister language newspapers just 50 miles away.
- Any questions?