Leveraging Social Media Tools: A Journalist's Guide to Amplifying Reporting
In the digital age, journalists must embrace social media platforms as integral tools in their reporting arsenal. Platforms such as Facebook, Twitter (now X), and LinkedIn are not just for personal use but have become powerful instruments to connect with audiences and drive engagement with news stories.
A recent ICFJ Global Crisis Reporting Forum webinar featuring Zoe Leoudaki, a multimedia reporter, and Gesell Tobías, a multimedia producer, both at Voice of America (VOA), shed light on how journalists can harness social media to enhance their reporting efforts.
Here are key takeaways on using social media techniques to elevate journalistic reporting.
Actively Engage Your Audience
Journalists are not only expected to be aware of their audience, thanks to social media giving irrefutable data on who is engaging with their pieces, but to actively engage with them in return. Tobías said “[Journalists] want to [be able to] share messages to a big [group] of people. You only do this if you are engaging with the audience.” He notes that the reason journalists and faceless organizations are losing ground to influencers is “because people trust in people,” as opposed to moguls or faceless brands. Media outlets find that they are battling for readers' trust against social media personalities and influencers. This shift underscores the need for journalists to establish direct communication with their audiences. A 2020 Gallup and Knight Foundation study revealed that 74 percent of Americans believe that untrustworthy news organizations are pushing particular viewpoints. To combat this, journalists can use social media to engage directly with their audience.
For example, Jorge Agobian, a VOA White House correspondent, involved his followers in the process when securing an interview with a National Security Council advisor. He announced the interview on social media and asked his audience for suggestions on topics and questions. This participatory approach not only builds trust but also invites the audience into the news creation process, making it more inclusive. “If I’m a follower and I see this journalist from the White House asking me to provide feedback or questions, I would definitely follow him. He is taking me into the process of the news of the day,” Tobías said. “[Agobian] engaged with his followers, [and] engaging very directly with followers is something many media houses are failing to do.”
Additionally, providing a behind-the-scenes look at the reporting process can effectively engage the audience. By sharing photos or videos of themselves working, journalists can give their followers a glimpse into their world.
Utilize Social Media for Different Purposes
Traditionally, journalists followed the “inverted news pyramid format,” placing the most critical information at the beginning of a story. However, the unique nature of social media platforms means that this is not always the most effective tool in engagement. Journalists should experiment with their posts to determine what resonates most with their audience.
Rather than relying solely on newsrooms for promotion, journalists should proactively share their work on social media. Collaborating with guests or sources who have substantial followings and tagging them in posts can help expand the reach of their content. However, journalists should recognize that social media users often seek entertainment or personal connections more than news. “As a journalist, I should be asking myself what I can learn from the influencers,” Tobías said. “One reason they have more followers is because they are very natural. When people see them, they don't see a journalist trying to lecture them."
Journalists should aim to create captivating content that meets their audience's expectations while maintaining their journalistic integrity. It's crucial to avoid posting content that could compromise their credibility or embarrass their employers. In Tobías's words, "Keep all your journalistic credibility, but learn from the influencers and grab something from them."
Know How Best To Reach Your Audience:
Despite the devolving landscape, X (formerly Twitter) remains a vital tool for journalists. X can still be used to connect with both audiences and fellow journalists. X also serves as a valuable space to monitor conversations, stay informed about global events, and access sources. Journalists should remain open to exploring different social media platforms, as popularity can vary by country.
Leoudaki encourages journalists to experiment with social media continually. This experimentation helps them discover what works best for their specific reporting and engagement goals. She suggests, "Try to figure out which way you want to go. If you explore and it doesn't work, you can always see what [else will] work for you or not."
Social media is not just a tool for personal expression; it has become an essential component of a journalist's toolkit. As journalism continues to evolve, so will social media, and embracing the power of social media as it changes through time is essential for journalists to make the most efficient connections with the audiences they serve.
