The social audience

Social media has the potential to help news organizations engage with younger audiences. (Photo: Pixabay)

Social media has the potential to help news organizations engage with younger audiences. (Photo: Pixabay)

Recently, Dr. Talia Stroud, the director of the Engaging News Project based at the University of Texas at Austin, wrote about a study looking at the role of gender and age in consuming news in the social media and mobile age.

In that post, examining the Mobile-First News report from the Miami based Knight Foundation and the ratings agency Nielsen, Stroud wrote about how women and younger audiences are more likely to engage with news on social media and mobile devices. Stroud added that she hoped this study would start a conversation within news organizations on how these audiences can be catered to, especially through social media.

Indeed, in this evolving age for journalism, there are opportunities for news organizations to make a difference, to enhance their journalism, to help audiences understand the world around them in new ways, especially when it comes to younger audiences.

Some organizations are already at the helm. In the UK, the BBC has a service called Newsbeat, telling the news from a younger audience standpoint, by offering explanation pieces on key events, especially during the UK’s most recent vote on its membership in the European Union.

It also provided unique analysis of the political fallout that followed, from the resignation of Prime Minister David Cameron and the Conservative Party to the concerns surrounding Jeremy Corbyn, the leader of the opposition Labour Party.

Newsbeat airs two 15 minute editions, Monday to Friday, on the broadcaster’s pop music service Radio 1, and has presences on Facebook, Twitter, Instagram, Snapchat (search for bbc_newsbeat), as well as an app, accessible through its web site. Stories are also sometimes available as links from the main BBC News web site.

In the US, BuzzFeed has utilized video to encourage younger audiences to vote, recently uploading this video to its Facebook page featuring President Obama. BuzzFeed also produces news content on its web site as well as a News app.

Even though younger audiences are being exposed to media through multiple platforms and screens, there is potential for news organizations to make a difference, to help audiences understand issues in new ways. While the BBC and BuzzFeed are two notable examples of what is out there, there is much more that can be done to help younger audiences be informed news consumers.

Social media platforms and news organizations can work together to make that happen. Young people want to be informed, and in order for that to happen, more news organizations must look outside the box for that to happen, in spite of challenges that come.

For them, the ball is firmly in the news organizations’ court.

Alex Veeneman, a Chicago based SPJ member and founder of SPJ Digital, is SPJ’s Community Coordinator and is a contributing blogger to Net Worked on social media’s role in the future of journalism. 

Outside of SPJ, Veeneman is a Managing Editor and contributing writer for Kettle Magazine, an online publication in the UK. You can interact with Veeneman on Twitter here.

The views expressed in this blog post unless otherwise specified are that of the author’s, and do not necessarily reflect the views of the SPJ Digital community, the board and staff of the Society of Professional Journalists, or its members.

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