Is Twitter turning into a powerful newsfeed, instead of just being a “social network”? Reuters contributor and blogger luminary Felix Salmon makes an interesting point. Celebrities, thought leaders and experts in no matter what bear the brunt of the Twitter action. Average Joe and Jane limit themselves to following passively in lieu of acting and growing their network.
Professionals, like journalists and analysts are also increasingly making use of the social feed that offers a direct line to the sources.
How does that affect the traditional newswire business? It will be struggling, as intermediaries are apparently no longer needed. I saw that Reuters, one of the endangered species, just released new social media guidelines. Some highlights of what could be a role model for the industry:
- Journalists should not forget to break the news always first on the wire, and not on Twitter.
- Always be aware of the possible reputational risks. As the journalist is employed by Reuters, unfortunate posts can backfire on the brand. Line manager approval is therefore required.
- There is a risk that personal data could be exposed. Sources could be revealed to competitors if they are followed or friended on Facebook.
Reuters also explicitly encourages its journalists to use social media and to capitalise on the advantages. Because at the end it will allow the promotion of own work and it helps shaping the image of a trusted and competent news brand. And that’s what is selling.
