What should journalism learn?

(CLO) Does the rise of influencers or KOLs on social media mark the end of traditional journalism or is it an opportunity for journalism to innovate?

While TikTok’s future in the United States is in jeopardy, the trend of users increasingly relying on social media platforms for news has become a clear one. According to a Pew Research Center study, 1 in 5 Americans regularly turn to social media influencers for news.

This shows a significant shift in the way the public accesses information, from reading traditional news to consuming video and audio content on social platforms. However, this does not mean that traditional journalism will collapse.

Journalists should combine successful social media influencer strategies with professional journalism skills to attract a wider audience. (Photo: ITN)

In fact, quite the opposite. It creates opportunities for journalists and media organizations to adapt and thrive in the new media environment. In other words, they can win back their audiences, or at least share them.

Pew defines news influencers as “people who regularly post about current events and civic issues on social media. News influencers can be journalists who have been affiliated with or previously associated with a news organization or independent content creators, but they must be people, not organizations.”

Pew Research found that two-thirds of Americans believe that influencers have helped them better understand current issues. These influencers have succeeded in connecting with their audiences by sharing information in a simple, understandable, and trustworthy way. This has helped them gain more attention and engagement. It is this ability to create connections and share information in a personal, authentic way that traditional media is trying to emulate.

Social media influencers often rely on articles and research from journalists to create content for their audiences. In other words, they act as storytellers based on information that has been verified by the press. Without the journalist’s sources, influencers would have little to share. This shows that the role of traditional media is still extremely important in providing accurate and trustworthy information.

As a result, journalists don’t just stop at writing articles for news sites. They can leverage a variety of platforms to spread their stories to a wider audience. For example, after an article is published, journalists can participate in podcasts, answer questions on Reddit, or even create short videos on TikTok. This helps the story reach more people and create lively discussions.

In addition, when journalists share more details about their work process, such as how they find information and who they interview, they will gain greater trust from readers. Giving readers a behind-the-scenes look not only helps readers understand the story better, but also shows the professionalism and dedication of the journalist. In an era where fake news is rampant, this kind of transparency is what journalists need to do to affirm their value.

The rise of influencers in the news industry is not something to be feared, but a call to action. By staying true to its core values and constantly innovating, journalism can prove its worth and continue to be the most trusted source of information.

Hoang Anh (according to Pew, Poynter)

Source: https://www.congluan.vn/2-3-nguoi-my-tin-vao-nguoi-co-anh-huong-bao-chi-can-hoc-hoi-gi-post330061.html