Twitter is a social networking (or “micro-blogging”) service that connects users and allows them to interact with each other by reading and writing posts, called “tweets,” up to 140 characters in length. It is the brainchild of Jack Dorsey, Biz Stone, and Evan Williams, who “first envisioned Twitter as an easy way to stay in touch with people you already know” (Caine Miller, 2009) in 2006. They first saw Twitter’s news potential during an earthquake in San Francisco, CA, the same year, when they read other accounts of the earthquake from other users in the city, according to an article by Claire Cain Miller (2009).
Now Twitter is gaining attention as the newest way for news organizations to reach younger and more technology-oriented consumers. Cain Miller writes, “the news-gathering promise of Twitter was most evident during the terrorist attacks in Mumbai last November” (p. B1), when citizens “twittered” (posted to Twitter) about the incident as they were experiencing it first-hand. Since then, Twitter has seen a 900 percent increase in its user base (Sarno, 2009), which has made it one of the Big Three social networking websites just behind Facebook and Myspace (Cain Miller, 2009).
If you search for “news” under Twitter’s Find People page, 4,047 results will appear (and searching for “journalist” garners even more results). CNN, ObamaNews, BBC Breaking News, and Fox News are among the Twitter pages at the top of the list. Newspapers like the Orlando Sentinel, the Oregonian, the Wall Street Journal, and the Los Angeles Times all use Twitter regularly for breaking news updates; Shepard Smith of Fox News uses his Twitter account to comment on the news as well as popular culture; even the Weather Channel has its own page and responds on air to responses they receive on their tweets.
News organizations around the world are turning to Twitter to quickly update their readers and viewers on what’s going on in their communities, their countries, and the world. Twitter has become a medium for everything from politics (an ABC news anchor “twinterviewed” Senator John McCain in March) (Harper, 2009) to sports (ESPN has its own Twitter account).
The trend toward twittering news may be attributed to the way we consume news—or more accurately, the way we don’t. David Mindich (2005) points out in the preface to his book Tuned Out that “the future of our democracy depends on young people” engaging with the news, especially as older, more news-conscious citizens age. Yet, according to a poll by Wolfram Peiser in 2000, only 21 percent of the 18-22 year old respondents reported that they read the newspaper every day (Mindich, 2005, p. 28). Of those polled in another study, only 14.4 percent of that same age group said they regularly watched CNN (Mindich, 2005, p. 32). Statistics collected by the U.S. Census Bureau estimate that 18-34 year olds constitute about 70 percent of Internet users (U.S. Census Bureau, 2009, p. 711), so it’s no surprise that news organizations are turning to the newest popular technology to try to grab their attention and their patronage.
Twitter also is gaining potential as a news venue because of the fast pace of our society today. Co-founder Biz Stone said in an e-mail:
Reporters and news agencies seem drawn to Twitter because of its immediacy — something notable happens and they just reach into their pocket and text about it. That text can be instantly distributed to hundreds or thousands of ‘followers’ … or it can be ‘protected’ and only shared with an editor or a small news team for the purpose of gathering data in the field. (Tenore, 2007b)
The public’s need for instant and constant news updates about important topics, and their waning time to consume it, is driving the media to consider Twitter as its next best thing.
As an emerging news medium, Twitter already has its allies as well as its enemies. Opinions run the gamut from “a valuable tool for journalism” (Harper, 2009) to “a worrying development” (Sutcliffe, 2008) for media—in the words of Keith O’Brien, Twitter is “both magnificent and evil” (O’Brien, 2008).
Those who see Twitter as a boon to the media share the sentiment of John Harris, a senior engineer at the New York Times, who believes sites like Twitter can help news organizations better orient what they do to their readers, viewers, and listeners (Tenore, 2007a). Executive editor of The Washington Post’s website, James Brady, believes that “[s]ocial media is a pretty good way to get young readers to read news,” and supports the “social filtering of news” (Emmett, 2008) that has come about thanks to websites that use recommendation systems. Others tout the globalization and connectivity that Twitter and sites like it provide both the general public and mass communication professionals, who can glean story ideas from following and reading tweets from other professionals and organizations (Tenore, 2007a).
Like blogging before it, Twitter has racked up critics in its first years as an experimental news medium. Twitter “helps propagate rampant arrogance, terribly self-indulgent memes, and a steam-rolling of those who get in the way,” according to Keith O’Brien’s article in PR Week (2009). London reporter Tom Sutcliffe in 2008 chided the BBC in his article in The Independent for relying on Twitter for information during the terrorist attacks in Mumbai, saying that they “should be a bit more careful about blurring the boundary between twittering and serious reporting.” He points out that factual errors in citizens’ tweets could potentially hurt the credibility of the BBC (Sutcliffe, 2008)—and logically that can be said of all news organizations.
Jacob Harris acknowledges that one disadvantage of Twitter is the risk that internal information might accidentally be leaked on Twitter, but says that “these risks are not unique to the medium” (Tenore, 2007a). David Sarno (2009) noted in his article in the Canberra Times:
Even a few years ago the word ‘blog’ inspired that peculiar mix of derision and dismissal. . . . That blogs have become a fixture of media and culture might, you’d think, give critics pause before indulging in another round of new media ridicule. (p. A13)
If Twitter does, in fact, go the way of the blog, its future in journalism seems bright. News organizations turning to micro-blogging can have major impacts on the way news is presented and consumed. It will fill, if not create, a need for concise news reporting, create another facet of the job of reporters on scenes, and make communicating with newscasters and those in the newsrooms of newspapers, magazines, and radio stations much more efficient and gratifying.
At least on the Internet, in the future Twitter may create a cycle in media that will cause a shift to micro-news; the presence of instant gratification for the news will cause it to be expected, and when it is expected, the media will deliver. It’s possible that in the future, the long news reports we see on the Internet will be replaced solely by tweets or feeds of tweet-sized posts—which could, potentially, cause a shift back to newspapers for those who want more information and more in-depth discussion than what can be communicated in 140 characters or less per post.
The more Twitter becomes a staple of reporting and news gathering, the more important it will become for reporters to be able to post instantly to the site, whether it be to their own professional page, or to their organization’s. This will require reporters to learn to write succinctly and to leave out all the fluff, only giving the who, what, why, and where of a given newsworthy event, while still being able to write a full-length story to either be linked back to on the organization’s website, or to appear in the paper or on the broadcast soon after. In the words of Ana Marie Cox, “If I strip out the padding, . . . what’s my real point?” (“A-Twitter,” 2008, p. 40).
For TV news, Twitter has already made communication between anchors and viewers quicker and easier, much in the way that anchors like Bill O’Reilly reading and replying to viewer e-mails on the air has done. Anchors Clayton Morris and Alisyn Camerota both respond to tweets during Fox And Friends on the Fox News Channel. Even at The Weather Channel the meteorologists answer tweets during the national weather report, addressing questions and comments from the channel’s Twitter followers. With the combination of personal and professional tweets coming from media professionals, anchors become more accessible, which can potentially lead to better feelings from the public about the media in the long run.
Is Twitter the next step for the media to entice readers to consume more news? It seems very likely. Once it has been demonstrated to be a reliable source, Twitter may become a successful approach to connecting news media with the “tuned out” generations Mindich (2005) identifies as 30-somethings and under, and to catering to the needs of news consumers in their busy lives. Overall, Twitter can have a positive impact on the news industry, but only if it is handled correctly.