From 'Feeds' to 'Front Page': How Social Media is Reshaping Journalism in the Digital Age.

As an onlooker and sometimes a participant in social media marketing as well as a former journalist, I've been fascinated by the profound impact social media has had on various industries, particularly journalism. The rise of platforms like Twitter, Facebook, and Instagram has fundamentally altered how news is produced, distributed, and consumed. This shift has brought both opportunities and challenges for journalists and news organizations worldwide, including in smaller markets like Jamaica.

One of the most significant changes brought about by social media is the democratization of information. Anyone with a smartphone and an internet connection can now report on events in real-time, often beating traditional news outlets to breaking stories. This has led to a more diverse range of voices and perspectives in the news landscape, but it has also raised concerns about the reliability and accuracy of information circulating on these platforms. I recently sat in a media training that I organized at the office for some of our employees and I remember the facilitors, the Rock’s own Dionne Jackson Miller and Archibald Gordon , both agreeing that anything can be news but the source(s) is what makes it credible. Journalists are indeed competing with social media but instead of competing we are also seeing where they are embracing it.

From my perspective, social media has become an indispensable tool for journalists. It allows them to:

1. Discover and track developing stories
2. Connect with sources and eyewitnesses
3. Engage with their audience directly
4. Expand their reach and personal brand

However, the integration of social media into journalistic practices has not been without its challenges. The pressure to be first with a story can sometimes lead to the spread of misinformation or incomplete reporting. We are seeing this constantly in our daily lives. Just look at the saga with the “raid” on the Prime Minister’s house recently. Total misinformation that spread like wildfire. ?Additionally, the echo chamber effect of social media algorithms can reinforce existing biases and limit exposure to diverse viewpoints.

During the training session recently, I listened, and I gained some insights into how these global trends are playing out in a specific context. According to DJM:

"Social media has changed the way how Jamaicans consume news and how journalists practice journalism in Jamaica. It's given us unprecedented access to stories and sources.” But she also mentioned the challenges. ?Media Houses and journalists alike are constantly battling misinformation that spreads rapidly on platforms like WhatsApp, Facebook and Twitter. Verification of information has become paramount for journalists before reporting it but that’s not always the case (which sometimes lead to retractions or corrections).

Jackson Miller's experience/ comments aligns with research conducted by the Reuters Institute for the Study of Journalism. Their 2021 Digital News Report found that while social media is an increasingly important source of news globally, concerns about misinformation remain high, with 54% of respondents expressing worry about what is real and fake on the internet when it comes to news.

The Jamaican context offers an interesting case study on the impact of social media on journalism. With a population of just under 3 million, Jamaica has a relatively small media market. This makes the role of social media as a news source even more significant, as it allows for a broader range of voices to be heard beyond traditional media outlets.

An example that illustrates this was the 2020 case of Nzinga King, a Jamaican teenager who alleged that her dreadlocks were cut off by police while in custody. The story initially gained traction on social media platforms before being picked up by traditional news outlets. This case demonstrates how social media can amplify stories that might otherwise go unreported/unnoticed, particularly those involving marginalized communities. Remember all those tother stories of children being turned back from schools because of their hairstyles in particulars ‘locs?’

However, as DJM pointed out, the rapid spread of information on social media also presents challenges for Jamaican journalists. In a small market where news travels quickly through informal networks, the pressure to report stories quickly while maintaining accuracy is intensified. I remember her saying vividly that “media can't wait” and pointed to the whole ‘developing story’ idea within the context of news reporting.

Now as we look to the future, it's clear that social media will continue to play a critical role in shaping the journalism landscape, both globally and in specific contexts like Jamaica. As? marketing/ communication professionals, we must understand these dynamics to effectively navigate the evolving media ecosystem.

The key for journalists and news organizations moving forward will be to harness the power of social media while maintaining the core principles of journalistic integrity. This means leveraging platforms for news gathering and distribution while also developing robust fact-checking processes and media literacy initiatives to combat misinformation. Again, I remember DJM saying, “the principle of news doesn’t change even with the advent of social media.”

For those of us working in social media marketing, this evolving landscape presents both opportunities and responsibilities. We must consider how our work intersects with journalism and information dissemination, always striving to contribute positively and accurately to the digital information ecosystem. I loved this training....I appreciated the unexpected insights and I think all corporate entities should call on DJM and AG.