Social Media News: A Comparative Analysis of the Journalistic Uses of Twitter

Abstract

The article investigates media organizations’ strategies to adapt to the new media ecology in which Twitter is renewing traditional news-production routines. Two main strategies are identified: a traditional approach aimed at one-way news dissemination, and a journalistic model that recasts the relationship with the audience and uses Twitter as a community building tool. It has been assumed that media outlets’ endeavours to gain centrality in the information system are associated with their ability in using the appropriate communication tools of Twitter and the implementation of strategies based on interaction with users. Based on a comparative analysis of Twitter uses by newspapers in 31 countries, the study shows that the ability to manage the structural elements of the platform is widespread among media organizations. Concurrently, the relational strategy, i.e. the investment in community-building, although less widespread, is present in many countries and leads to an increase level of user involvement.

Digital Convergence and Value Creation: Tvone’s Strategic Adaptation to the Digital Landscape

“…Through media convergence, tvOne has been able to capitalize on new revenue streams and adapt to the changing digital landscape. Referencing the concept of media convergence, TvOne has successfully integrated social media into its strategy, attracting advertisers who want to engage with the highly loyal and connected (Rega, 2021). In today's digital age, the economic value of television shows is heavily influenced by media convergence (Benjamin, 2021).…”