Les usages des réseaux sociaux par les journalistes dans 6 pays

  • Où sont les journalistes les plus connectés ? Les pratiques sont-elles différentes d’un pays à l’autre ? Comment se situent les Français par rapport à leurs pairs ?

    Pour la 6ème année consécutive, Cision, leader mondial du logiciel de RP et d’influence, avec l’aide de l’Université de Canterbury Christ Church, présente les résultats d’une étude mondiale sur l’impact des médias sociaux sur le métier de journaliste.

    L’étude, menée auprès de 1857 journalistes dans 6 pays*, révèle de nombreux points sur l’utilisation, l’attitude et la perception des journalistes selon les pays ainsi que sur les évolutions des relations avec les professionnels des RP.

    L’étude en 10 points Clés

    1. Toujours plus de journalistes utilisent les réseaux sociaux dans le cadre de leur travail avec une moyenne mondiale s’élevant à 96%. Malgré une hausse de 3 points par rapport à l’année dernière, les français arrivent en bas du classement.

    2. Les journalistes les plus connectés se trouvent dans les pays Outre-Atlantique, comme les USA et le Canada. Deux heures par jour restent la norme pour tous les pays.

    3. L’objectif 1er des journalistes est de promouvoir leurs propres contenus. Arrivent ensuite la veille puis les interactions avec leur public.

    4. Facebook est de loin le réseau social le plus utilisé par les journalistes avec 85%. Twitter (62%) et LinkedIn (51%) complètent le podium dans presque tous les pays. Les journalistes Français sont les plus gros utilisateurs de Twitter (69%), contrairement aux Allemands, moins convaincus (47%)

    5. YouTube, Instagram, Pinterest font une percée remarquable dans le classement. La vidéo est bien adoptée par les Français (50%). Pinterest et Instagram sont plus plébiscités par les journalistes UK et US à 44%.

    6. Seuls 38 % des journalistes pensent que les réseaux sociaux ont un impact positif sur leur métier. Les Français sont les plus sceptiques (26%) et les Anglais les plus enthousiastes (48%). 82% d’entre eux pensent que les médias sociaux encouragent la rapidité au détriment de l’analyse.

    7. En revanche, 46 % des journalistes déclarent ne plus pouvoir se passer des réseaux sociaux pour exercer leur métier. La France est la plus dépendante avec 55% contrairement à l’Allemagne (27%)

    8. 51% des journalistes utilisent les statistiques des réseaux sociaux comme indicateur de mesure (nombre de vues, de partages, de mentions, de likes…). Une pratique particulièrement courante au Canada (73%) et en Allemagne (62%)

    9. Le phénomène des fake news est mondial et considéré comme un grave problème pour 52% des journalistes. Etrangement, les Américains sont moyennement préoccupés (51%), alors que les français sont les plus vigilants (72%). Les journalistes traitant de politique et d’actualité sont les plus concernés.

    10. Les médias sociaux peinent à s’imposer comme méthode de contact. Seuls les journalistes finlandais sortent du lot avec 20% d’entre eux qui les utilisent dans cet objectif. Les Français sont en bas du classement à 10 % et bien en dessous de la moyenne tous pays confondus qui s’établit à 14 %.

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