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Managing Social Networks in Online-Native Newsrooms: When Less Means More

Author

Listed:
  • Antonio Mendez

    (Department of Journalism, University of Malaga, Spain)

  • Bella Palomo

    (Department of Journalism, University of Malaga, Spain)

  • Agustin Rivera

    (Department of Journalism, University of Malaga, Spain)

Abstract

During the last few years online-only media have been explored as an alternative to mainstream media. The development of this new media model coincides in time with an increase in dependence on social networks. Online media editors estimate that one third of their visits proceed from Facebook, a figure that obliges them to create specific strategies to ensure their company’s reputation and growth in the 2.0 field. The aim of this article is to assess what motivates Spanish digital-native newspapers to act on social networks, analyse their internal view of these channels, and describe their strategies for managing their relationship with audiences. Based on a qualitative and longitudinal approach, we conducted in-depth interviews with the social media editors of the most relevant digital-native newspapers in Spain—El Confidencial, Eldiario.es, El Español and El HuffPost—during 2017 and 2019, in order to trace the evolution of their professional routines. These social media editors consider that although digital-native newsrooms are smaller than traditional ones, they are more agile in reacting to metrics. Our results also confirm that Instagram is generating great expectations, and the new paywall system is affecting the way audiences are understood.

Suggested Citation

  • Antonio Mendez & Bella Palomo & Agustin Rivera, 2020. "Managing Social Networks in Online-Native Newsrooms: When Less Means More," Media and Communication, Cogitatio Press, vol. 8(2), pages 124-134.
    • Handle: RePEc:cog:meanco:v:8:y:2020:i:2:p:124-134
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    References listed on IDEAS

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    1. Marcel Broersma & Scott A. Eldridge II, 2019. "Journalism and Social Media: Redistribution of Power?," Media and Communication, Cogitatio Press, vol. 7(1), pages 193-197.
    2. Mats Ekström & Oscar Westlund, 2019. "The Dislocation of News Journalism: A Conceptual Framework for the Study of Epistemologies of Digital Journalism," Media and Communication, Cogitatio Press, vol. 7(1), pages 259-270.
    3. Sherwin Chua & Oscar Westlund, 2019. "Audience-Centric Engagement, Collaboration Culture and Platform Counterbalancing: A Longitudinal Study of Ongoing Sensemaking of Emerging Technologies," Media and Communication, Cogitatio Press, vol. 7(1), pages 153-165.
    4. Oscar Westlund & Mats Ekström, 2018. "News and Participation through and beyond Proprietary Platforms in an Age of Social Media," Media and Communication, Cogitatio Press, vol. 6(4), pages 1-10.
    5. Alfred Hermida & Mary Lynn Young, 2019. "From Peripheral to Integral? A Digital-Born Journalism Not for Profit in a Time of Crises," Media and Communication, Cogitatio Press, vol. 7(4), pages 92-102.
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    Cited by:

    1. Tatiana Santos Gonçalves & Pedro Jerónimo & João Carlos Correia, 2021. "Local News and Geolocation Technology in the Case of Portugal," Publications, MDPI, vol. 9(4), pages 1-13, November.
    2. Bella Palomo & Jon Sedano, 2021. "Cross-Media Alliances to Stop Disinformation: A Real Solution?," Media and Communication, Cogitatio Press, vol. 9(1), pages 239-250.
    3. Ramón Salaverría, 2020. "Exploring Digital Native News Media," Media and Communication, Cogitatio Press, vol. 8(2), pages 1-4.

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