The five types of social media journalists

The fourth annual Social Journalism Study, conducted by Cision and Canterbury Christ Church University, is the latest installment in our efforts to understand and chart the changes in how journalists and media professionals use social media for their work and in their communication with PR professionals.

To help understand the habits and patterns of social media use among journalists, the study has previously identified five different types of journalists based on their use of and attitudes toward social technology: Sceptics, Observers, Hunters, Promoters and Architects. Over the last three years, the sizes of each social media user type have changed significantly. In 2014 the two largest groups were the Promoters and the Sceptics, while in 2012 it was the Hunters and the Promoters. This change suggests an increasing polarisation in the profession in relation to social media use and attitudes with both the most negative and the more positive social media user types both increasing in number.

The infographic below carefully illustrates the changes in the key characteristics that define these user groups over the years while highlighting a shift in social media use among journalists.