Each social media platform is unique in its function, content and versatility. For journalists to use social media effectively, they must know their target audience and how to communicate their story to the different social sites. Instagram is best for visuals, Twitter works well with short statements and Facebook plays well with a timeline of content. Today I wanted to examine how a news organization customized content for each social platform with their target audience and knowledge of the platforms in mind.

One way journalists can optimize content for social media is utilizing community engagement. Social media is about people sharing and engaging with content, and that is exactly what journalists need to reflect in uploading their content to social platforms. 

The New York Times does this with their content on Instagram, Facebook and Twitter. They are selective with the platforms they choose to share each story. Rather than uploading all of their content to each platform, they take it a step further by understanding the audience they reach through each social media.

On Instagram, for example, it is evident they are reaching a younger, open-minded audience that cares about popular culture and entertainment. You can see this in the New York Times’ emphasis on fashion, food and profile pieces. They bring together different elements from the stories they report on in a way that makes you think you have found a gem online. One post about a renovated bathroom in a bus terminal exudes the detail and casual language that is needed to be successful on social media. 

The New York Times’ Facebook page reflects a different audience that cares about politics, culture and international news. Visuals are just as important on Facebook as they are on Instagram. Facebook’s use of text gives journalists more room to explain their images. The New York Times use that to its advantage by posting stories that are more complex. For the most part, the text and the images could not stand alone, but the design of this platform brings readers the full context of each story.

Content on The New York Times’ Twitter is geared towards a viewership that focus on news, politics and culture. Twitter seems to function as a source for breaking news and popular culture content, and their page shows that shift in audience for this platform. As with all of their social media pages, they focus on curating their content to each social site and engaging with their audiences. 

Social media can move faster than even the online news cycle. Platforms such as Twitter, Facebook, Instagram and more have international users that make social media active at all times. Many breaking news stories now appear first on social media sites rather than news outlets. Citizen journalism has changed the dynamic in journalism’s news cycle thanks to social media usage and advanced technology in cell phone cameras.

One notable story that broke as a Twitter post reads as follows, “There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” This tweet describes the plane crash in which pilot Chesley Sullenberger landed flight 1549 on New York’s Hudson River in 2009. The famed pilot is now recognized by his nickname, Sully, and a film of the same name memorializes his landing maneuver that saved 155 passengers. 

While citizen journalism can be useful to get stories to the public quickly, other times a story’s debut on social media can cause confusion that a journalist’s fact-checking could prevent.

The news about the Boston Marathon bombing came from Twitter when witnesses posted pictures of the scene. Twitter users that re-tweeted speculation about the bombings, the people responsible for the event and the number of people injured or killed sparked uncertainty and fear. 

Misidentified suspects and rumors of bombs planted around the city surfaced on Twitter at a faster pace than the official corrections as new information was available. In this case, the social media storm that resulted from the terrorist attack only heightened speculation and confusion. 

While a successful plane landing and a terrorist attack are drastically different stories, it is interesting to see how they played out on social media given the unique circumstances of each story. Investigators usually find out more information as time goes on, which is not always conducive to the fast-paced, viral world of social media.

Where do you get your news? Arguably, the most obvious choices are television networks, newspapers, radio and online sources. A study from the Pew Research Center states about two-thirds of Americans get their news from social media. This is not a surprise, given the high presence social media has in everyday life.

The ways in which journalists use this platform is even more interesting in terms of what it means for sourcing, reporting and targeting audiences. The global nature of social media makes it an ideal forum for journalists to find stories and communicate them directly to people. 

The flipside to social media use in journalism is how saturated it is with information. This can cause concern when readers look to social media for accurate news. One study I found concluded that readers use Twitter most predominantly as a news source compared to other social media sites. 

This begs the question: “Is social media a valuable tool for journalists?” Some readers have become more aware of where they get their news from with fake news cropping up on social media. Those consuming news on the platform could then critically examine any news source and determine if it is reliable or not. 

Journalists can also use social media to provide more transparency in their reporting. They can post updates in real time and connect with audiences more directly. Audience engagement with stories can also be more likely with the community-based nature of the platform. Social media seems to ultimately be a way that journalists have met audiences where they are at, which is largely online.

The School of Journalism at the University of Missouri is based on the Missouri Method, where students practice what they are learning in class. As I have progressed through the program, I have learned about how to use writing and multimedia such as videography, photography and social media to tell stories. 

Some of the most rewarding parts of my time at the School of Journalism have been through practicing the Missouri Method. I currently work as a production assistant for KBIA’s show “Radio Friends with Paul Pepper” where I operate the cameras for the show’s television air time. I also produce content for the show’s social media, including Instagram, Facebook and Twitter. 

My classes and my experience at KBIA have taught me that social media is a continuously changing medium. Platforms that are popular today are not guaranteed to be popular in the future. From a journalist’s perspective, this means we have to adapt and learn how to effectively utilize platforms as they evolve. For example, Instagram is heavily visual, so images are the most effective way to convey content. Twitter is more easily utilized for concise text. 

My classes have taught me that social media can be the sole storytelling element of a story — as seen in live tweeting an event, for example — but it can also be used as a complement to another story element. For example, a journalist could have written a text piece with a video included, and then used Twitter to post a teaser of the story to attract readers. 

Social media is an opportunity for journalists to tell stories in different ways beyond traditional storytelling. Using different platforms is a great way to challenge reporters in getting news to the public. Much of what I have learned with the Missouri Method in regards to social media is that it is geared toward seeking out potential audiences where they are, which is usually online or on a social media platform. I believe the answer to “What is social media?” will evolve over time, but right now it serves as a starting point for journalists and others to connect with each other online, and hopefully translate those connections into the real world.