Tag Archives: Katrina Cameron

Most Americans (Not Just Millennials) Get News From Social Media

Where do you find your news? From newspapers and radio, to smartphones and smart home devices – there are seemingly endless ways to stay in the know these days. As the news landscape continues to change, the primary way readers consume the news has evolved, too.

A recent study by the Pew Research Center found two-thirds (67%) of Americans reported that they got at least some of their news on social media. For the first time, more than half (55%) of respondents ages 50 or older said they got their news on social media. Guess that means social media just isn’t for millenials anymore!

Let’s take a look what else we can learn from the Pew Research Center’s report, “News Use Across Social Media Platforms 2017”:

Key Highlights From the Report
About one-in-four (26%) now get news from multiple social media sites

NO FOLD ICON 15x15 About three-quarters of minorities (74%t) get news on social media, up from 64% in 2016

NO FOLD ICON 15x15 More Americans now get news on multiple social media sites, as about one-quarter of all U.S. adults (26%) get news from two or more of these sites

NO FOLD ICON 15x15 Twitter and LinkedIn have the majority of college graduate among their news users – 59% of LinkedIn’s news users and 45% of Twitter’s have college degrees

NO FOLD ICON 15x15 Respondents under 50 years old still remain more likely than their elders to get news from social media (78% do, unchanged from the 2016 report)

NO FOLD ICON 15x15 Snapchat has the youngest group of of news users, as 82% are ages 18-29

Which Social Media Platforms are Popular for News?
A whopping 45% of U.S. adults get news on Facebook, making it the leading social media site as a source of news. This is largely due to Facebook’s massive user base (66% of the population), compared with other social platforms.

Although more than half of Americans use YouTube (58% of the population), a smaller portion of the population consumes its news there. At second place – but still far behind Facebook – 18% of all Americans now get news on YouTube.

Despite the fact that news often hits Twitter first, only 11% of U.S. adults get news on the social platform. Almost three-fourths (74%) of Twitter users say they get their news on the site. Its audience is significantly smaller because only 15% of Americans use the site.

What Does This Mean for PR Pros?
PR professionals are accustomed to thinking outside of the box when it comes sharing news. With a strong social media strategy, a PR pro is used to sharing client and industry news across all platforms. It’s critical to make sure the news your sharing stand out among the clutter. More than 5 billion pieces of content is posted on Facebook every day, along with 500 million Tweets.

Don’t forget to think about how social users on mobile compared versus desktop. Pew previously reported that 85% of American adults got their news from mobile devices. Keeping your content concise and engaging will increase the chances of the user to return to your client’s feed for more news. If the post is too long to read on a smartphone, you’re likely to lose the user’s interest.

Traditional Media Still “In the Mix”
Now, don’t give up on pitching to traditional media yet. Just because more people are getting news on social media doesn’t mean traditional news is being ignored. Many social users also get their news from other platforms, although data shows there are some difference among users of the various platforms.

For example, Twitter users are more likely (55%) to also get their news on news website and apps, unlike Facebook (33%) or YouTube (44%) users. Facebook news users are more likely (33%) to get their news from local TV, compared to those on YouTube (25%), Twitter (21%) and Snapchat (22%).

What About “Fake News” on Social Media?
2017 Gallup poll found that 27% of Americans say they have a “great deal” or “quite a lot” of trust in newspapers than did so last year (20%). Despite the trust in legacy media growing by 7% in the last year, it’s still substantially lower than it was before getting news on social media was the norm. in 2005, when Facebook was only a year old, 50% of Americans said they had a “great deal” or “quite a lot” of trust in the mass media. The declining trust in mainstream media could be a consequence of fake news gaining more traction, especially on social media.

Fake news is defined as “news articles that are intentionally and verifiably false, and could mislead readers,” according to recent research from Stanford University. What sets fake news apart from propaganda is the speed in which is spreads and is replicated, as it is fueled by the use of social media.

Facebook is making strides toward fighting against fake news, but misinformation is still rampant on newsfeeds. As Americans stray away from traditional journalism, it’s crucial for social media users to learn how to spot fake or biased news, and to seek out information from an array of credible news sources.

Now that getting news on social media is more popular than ever, it’s time to start thinking of new ways to convey your client’s stories and ensure that it stands out among the noise. How do you plan on sharing their news? Let us know in the comments below.

By Katrina Cameron

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Learning from the Leaders of Today

Last week, members of the 10Fold Team joined The Expat Woman for an inspiring “Women Leaders in Tech” panel discussion at StubHub. The team, panel and a couple dozen other industry professionals discussed success in the tech industry, the gender gap, current industry trends and advice for forging ahead in their fields.

Panelists included:

  1. Camila Franco, Director of Product Management at StubHub
  2. Kriti Kapoor, Worldwide Social Customer Care Lead at Microsoft
  3. Ewa Erickson, Director, Head of PMO at StubHub
  4. Angelica McKinley, Senior Communications Designer at Slack
  5. Gelena Sachs, Director of People Operations at Udemy
  6. Madhura Dudhgaonkar, Director of Engineering – Search, Data Science, Machine Learning at Workday

The panel was moderated by:

  1. Safia Ali, Director of Product Design at StubHub

Here are some top insights:

During the discussion, each panelist recognized that their family and cultural environments influenced their leadership style in the office. One panelist, Camila Franco, explained how being brought up in Brazil led to a direct communication style with her employees, resulting in to-the-point, honest conversations. Camila explained how this management style can be extremely effective with some employees and spur personal growth but isn’t for everyone. She stressed this is why cultural diversity within the office is greatly important.

Furthermore, the panel discussed how work culture can also influence behavior in the office. Madhura Dudhgaonkar discussed how her Workday really values the work-life balance, which she believes is a top-down process. She explained how a high-level executive in her company would reschedule meetings to spend time with his children. Madhura believes that company culture is strongly influenced by the top executives, and by setting the right example, the rest of the company will follow suit and adopt healthy work-life habits.

One of the most in-depth discussions was regarding gender and the workspace. In light of recent news surrounding gender, sexism, and discrimination in the Silicon Valley tech world, the discussion dug deep into how businesses can prevent this from happening. Some panelists noted the importance of finding “male allies” within the workplace.The panel noted that a large portion of their male counterparts has always been supportive, which should be acknowledged more often, especially by the media.

The last discussion topic covered career advice. The following insights that stood out the most included:

It’s okay to not have a set career path.
Each panelist spoke on how their careers have never followed a perfect path. One panelist shared, “When I started my first job out of college, if you would’ve asked me to draw the path my career would take over the next 20 years, I would’ve been completely wrong.” The panelists encouraged audience members to see a career change as an actionable moment, instead of something intimidating. It is important to make a career change if one isn’t fully satisfied in their current industry or role. Panelists recommended we all take the time to fully reflect on personal roles and positions, and ask ourselves if we are truly happy and growing. This reflection can help guide career decisions in the right path.

Never losing sight of growth.
People should look for future trends in the industry to help shape their continued growth, as this “forward thinking” is what keeps tech so innovative. Also, by expanding one’s own skill set, it’s less likely to fall behind in the fast-moving tech industry. “Think of your career as a marathon, not a race,” said one panelist, meaning that you don’t need to gain all the skills at one time, but keeping up a good pace of growth can really move someone ahead.

The importance of “soft skills”, such as empathy, dependability and a sense of urgency.
These skills can really help someone stand out, and can help set any worker apart from the pack. Create meaningful relationships with coworkers, and convey appreciation for the hard work they put in. “Sometimes the best thing you can do to help someone during a hard day is to tell them they’re doing a great job, this could mean a lot to them,” said Ewa Erickson.

No matter where one comes from, who they are or what they do, everyone is able to bring something unique to the workspace. This is most often a result of their upbringing and culture – both nationally and internationally – and is something that should be celebrated. The 10Fold team enjoyed this uplifting panel, and thank the intelligent professionals who came out to share their thoughts and experiences with the group.

By Nathan Zaragosa & Kyra Tillmans – contributions by Katrina Cameron

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