An examination of the role of online social media in journalists' source mix

Using telephone surveys of business/financial journalists in the United States (n=200), this research investigates the agenda-building role of social media content in journalists' work. Understanding that more non-public relations content from user-generated and social network sites, like YouTube and Twitter, are fast becoming resources for journalists to get story ideas, break scandals, and find sources, we began this scholarly work to determine the frequency of such uses of social media. Overall, findings indicate very little use of social media by these business journalists. Results and implications for public relations practitioners are discussed in detail. (C) 2009 Elsevier Inc. All rights reserved.