How Journalists use the Internet to Find Story Ideas

Much of content marketing is about the use of content in an owned media setting. But much still remains in the earned media domain. So where do journalists go to find story ideas on the Web? Arketi Group says almost half of all journalists surveyed say they blog or read blogs regularly. One wonders why the percentage is even that low.

Business-to-business media continue to have a healthy appetite for social media tools, as well. Some 92 percent of journalists have a LinkedIn account, an increase from 85 percent in 2009. In addition to LinkedIn, 85 percent of journalists are on Facebook (up from 55 percent in 2009) and 84 percent use Twitter (24 percent in 2009). How journalists use the Web

It comes as no surprise that more BtoB journalists are participating in social media sites, especially LinkedIn. Journalists are constantly seeking industry sources for story ideas and LinkedIn provides an online outlet for them to research and connect with potential source Earned media: use LinkedIn and Facebook

The survey shows that 92 percent of the survey respondents are on LinkedIn while less than half have a blog site.

So where do story ideas come from?  While most get story ideas from industry sources, 39 percent of respondents come up with articles from social networking sites, like Facebook or LinkedIn.

That is one reason brands that seek earned media exposure should figure out how to use LinkedIn and Facebook. How journalists use the Web