The Crown Dependency Social Media Survey 2017
In the first quarter of 2017, Crystal PR surveyed journalists at a range of media organisations across Guernsey, Jersey and the Isle of Man to get a better picture of their use of social media.
Here are the headline results (% rounded to nearest whole number)…
Using Social Media:
Our 2014 survey found that 3% of journalists never used social media for work. Now, in our 2017 survey, there is not one respondent who claimed they never use social media.
Two-thirds of all Crown Dependency (CD) media surveyed spend more than 1 hour per day on social media for work purposes.
When broken down by jurisdiction: 47% of Jersey respondents, and 71% of Guernsey respondents spend 1-2 hours per day on social media. Meanwhile, 67% of Isle of Man respondents spend less than an hour on social media for work. Jersey was the only jurisdiction with respondents spending more than 3 hours per day on social media.
As expected, Twitter and Facebook had the highest results for use of social media for work purposes.
CD media prefer to use personal contacts the most to source stories (100% of those surveyed prefer it), with press releases following that at 89%.
This was a marked increase from the 2014 survey when only 89% used personal contacts to source stories.
There is an increase in CD media sourcing stories from blogs. In 2014, 21% of respondents said they use blogs. Now, in 2017, 46% said they use blogs.
When broken down by jurisdiction: 79% of Jersey respondents use Facebook to source stories, that compares to 86% in Guernsey and only 33% in the IoM.
Where Twitter is concerned, 33% of journalists in Guernsey and the same proportion in the IoM said they use Twitter, compared to 90% of Jersey respondents.
Meanwhile, in Jersey, 47% of respondents said they use blogs which is the third highest social network used to source stories. 33% of Guernsey respondents said they source from blogs.
Other than using the respective organisation’s websites, CD media surveyed said they would publish stories on Facebook (96%), Twitter (89%) and even Instagram (27%).
42% of respondents said they would publish stories only on social media
Most of the CD media surveyed said that sourcing a story through social media would not improve or make no difference to the quality of story (89%) or the reliability of the story (92%). However, 31% said that it would improve the type of story.
Engaging with PR Professionals:
An overwhelming majority of the CD media (69%) said they would prefer to interact with PR professionals via email, with the phone coming in second.
2014 saw social media come in fourth place as a preference for journalists to engage with PR professionals. The 2017 survey saw that option completely disappear as no one chose social media as a preferred option for engaging with PR professionals.