Survey: Business journalists see social media as positive

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Atlanta—About 68% of journalists surveyed say social media’s impact on b-to-b reporting has been “positive,” according to a study conducted by Arketi Group, a public relations and marketing firm.

“The 2009 Arketi Web Watch Survey: Inside BtoB Media Usage of Web 2.0” found that 97% of journalists agreed that “the Internet has made my job easier” and 87% agreed that “the Internet has improved the quality of my job.”

Search is a key tool for journalists, with 95% saying they use Google, Yahoo and other search engines. More than half (55%) said they had used blogs to spark story ideas. About one in 10 of those surveyed said they have used Twitter to find a source or story idea.

About 56% of those surveyed rate the impact of citizen journalism as positive. At the same time, 17% said it is harmful to the press.

None one of the respondents rated the quality of citizen journalism “excellent.” The vast majority (92%) rated the quality as “fair” or “poor.”

Sixty-one journalists participated in the online survey, which was conducted in the fall of 2008. A free copy of the report findings can be downloaded at

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