4.1 Identifying and Cultivating Sources on Social Media
4 min read•august 15, 2024
Social media platforms offer journalists powerful tools for finding and cultivating sources. From advanced search functions to organic discovery in online communities, reporters can tap into a wealth of potential contacts and experts for their stories.
Building relationships with sources on social media requires a delicate balance. Engaging authentically, acknowledging contributions, and leveraging existing networks can foster trust. However, journalists must also carefully evaluate sources' credibility and navigate ethical considerations in this digital landscape.
Finding Sources on Social Media
Search Techniques
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- Social media platforms offer advanced search functions to find sources based on keywords, hashtags, locations, and other criteria relevant to a story or beat
- Journalists should become proficient in using these search tools on major platforms (Twitter, Facebook, Instagram, LinkedIn)
- Social media algorithms surface content and users based on a variety of ranking signals
- Understanding the key inputs to these algorithms can help find potential sources, such as engaging with relevant content to see more related recommendations
- Databases of social media profiles and posts (Meltwater, Brandwatch, Sprout Social) use aggregate social data to identify:
- Influencers
- Subject matter experts
- People who've engaged with certain topics who could be potential sources
Organic Discovery
- Participating in relevant online communities, groups, and discussions on social media can organically surface potential sources
- These sources may be knowledgeable or have first-hand experience with a topic
- Engagement should be genuine and not purely transactional
- Examples: joining Facebook Groups dedicated to a particular issue, following Twitter chats on a beat topic
Building Relationships with Sources
Rapport Building
- Engaging with a potential source's social media content through likes, comments, and shares can be an initial way to build rapport before making a direct request
- These interactions should be authentic and not purely self-serving
- Examples: commenting on a source's blog post, retweeting their insights
- Social media provides an informal communication channel to stay in touch with sources in between stories
- Maintaining a line of communication, even if not actively working on a story, can make a source more receptive to future requests
- Examples: sending a quick note on a source's recent accomplishment, sharing a relevant article
Public Acknowledgment
- Publicly crediting and thanking sources on social media when they contribute to a story acknowledges their contributions
- This recognition incentivizes them to work with the journalist again
- This shouldn't jeopardize the source's privacy if they've requested anonymity
- Tapping into a source's existing social media network can lead to referrals to additional sources
- Asking a source to make an introduction or recommendation lends credibility and trust to a journalist's request
- Examples: getting an introduction to a source's colleague, being referred to a source's family member who experienced an event
Evaluating Social Media Sources
Digital Footprint
- A source's across their social media profiles, websites, and online content can provide important context to assess their credibility and potential biases
- Journalists should corroborate a source's self-reported credentials and expertise
- Examples: verifying a source's claimed job title on LinkedIn, a source's educational degrees on their personal website
- The content a source posts and engages with on social media may reveal their perspectives, ideology, and potential conflicts of interest relevant to a story
- Journalists should review a source's social media history to identify any red flags
- Examples: noting a source frequently shares content from a particular political party, identifying a source's financial relationship with a company they're commenting on
Network Analysis
- A source's social media connections and interactions can shed light on their affiliations, relationships, and access to first-hand knowledge
- Journalists should examine who a source follows, their frequent contacts, and group memberships
- Examples: seeing if a source is connected to key people involved in a story, determining if a source belongs to activist groups
- Popularity on social media is not necessarily an indicator of credibility
- Journalists should distinguish between someone with a large following versus someone with authoritative expertise on a topic
- Examples: prioritizing a source with a history of accurate predictions over an influencer with viral reach
Ethics of Social Media Sourcing
Transparency
- Journalists should be transparent about their identity and intent when engaging with potential sources on social media
- Misrepresenting oneself or using dummy accounts to elicit information is unethical
- Social media posts may be public, but a potential source could still have an expectation of privacy
- Journalists should make a direct request to use social media content on the record and respect a source's preferences for attribution
Sensitivity
- Pursuing sources who have experienced tragedy or trauma requires extra sensitivity on social media, where privacy settings may be inconsistent
- Journalists should consider the potential emotional impact of their outreach
- Examples: reaching out to a family member of a crime victim, contacting an eyewitness to a disaster
Verification
- Authenticating social media content is an essential step before using it in a story
- Journalists should verify that social media accounts actually belong to the claimed individual and that the details posted are accurate
- Reverse image searches and tools like InVid can help determine if visual content has been digitally altered or previously posted in a different context
- Examples: confirming a source's social media profile is not a parody account, geolocating where a viral video was actually filmed
Key Terms to Review (20)
Accountability: Accountability refers to the obligation of individuals and organizations to take responsibility for their actions, decisions, and the outcomes they produce. In the context of social media journalism, it emphasizes transparency and ethical conduct in reporting, especially as the lines between information sharing and misinformation blur.
Algorithmic bias: Algorithmic bias refers to systematic and unfair discrimination that arises from the algorithms used in technology, particularly in social media and digital platforms. This bias can skew content curation, influence the visibility of information, and impact audience engagement, often leading to echo chambers and perpetuating stereotypes.
Analytics platforms: Analytics platforms are tools and software solutions that help individuals and organizations collect, analyze, and interpret data from various sources, particularly in the context of social media. They provide valuable insights into user behavior, engagement metrics, and content performance, allowing users to make informed decisions about their social media strategies. By leveraging these platforms, users can identify trends, measure success, and optimize their online presence based on real-time data.
Crowdsourcing: Crowdsourcing is a method of obtaining information, services, or ideas by soliciting contributions from a large group of people, often through online platforms. It harnesses the collective intelligence and resources of the public, allowing journalists to gather diverse perspectives and data that can enhance storytelling and reporting.
Digital footprint: A digital footprint refers to the trail of data you leave behind while using the internet, which includes the websites you visit, the emails you send, and the information you share on social media. This online presence can be categorized as either active, where you intentionally share content, or passive, where data is collected without your direct input. Understanding your digital footprint is crucial for professional networking, sourcing information, and building a personal brand in today’s digital landscape.
Echo Chambers: Echo chambers are environments, often on social media, where individuals are exposed only to information and opinions that reinforce their existing beliefs, leading to a lack of exposure to differing viewpoints. This phenomenon significantly impacts the spread of information, shaping public discourse and influencing journalistic practices.
Engagement strategies: Engagement strategies are techniques and approaches used to foster meaningful interaction and connection between content creators and their audiences. These strategies often aim to enhance audience participation, build community, and encourage sharing, ultimately leading to increased loyalty and advocacy. Effective engagement strategies leverage social media platforms to create a dialogue, rather than simply broadcasting information.
Fact-checking: Fact-checking is the process of verifying the accuracy of information, claims, and statements, particularly in the context of journalism and media. It plays a crucial role in maintaining the integrity of news reporting and combating misinformation, especially as social media continues to influence how news is gathered and shared.
Filter bubbles: Filter bubbles are the algorithm-driven environments created by social media platforms and search engines that personalize content based on an individual’s past behaviors and preferences. This personalization can limit exposure to diverse viewpoints, as users are often shown only information that aligns with their existing beliefs, thus creating a self-reinforcing cycle of information. The impact of filter bubbles is particularly significant in curating content and identifying sources, as they influence what information is accessible and how it shapes public opinion.
Influencer sources: Influencer sources refer to individuals or entities on social media platforms who have the power to affect the purchasing decisions and opinions of others due to their authority, knowledge, position, or relationship with their audience. These sources often leverage their large followings to share information, promote products, and shape narratives, making them significant in both marketing and journalism contexts.
Information overload: Information overload refers to the state of being overwhelmed by the sheer volume of data and information available, making it difficult to process, analyze, or make decisions. In a world where content is constantly generated and shared, it can lead to confusion and diminished ability to focus on important information. This phenomenon is particularly significant in the digital landscape, where social media plays a critical role in shaping how we receive and interact with news and updates.
Misinformation: Misinformation refers to false or misleading information spread regardless of intent, which can lead to confusion and misunderstanding among the audience. It often circulates on social media platforms, affecting public perception and decision-making, and can easily go viral due to the speed of information sharing.
Network analysis: Network analysis is a method used to examine the relationships and interactions between entities within a network, often visualized as nodes and connections. This technique helps identify key players, patterns of communication, and information flow, which are crucial for effective source identification and cultivation on social media platforms.
News dissemination: News dissemination refers to the process of distributing information and news content to the public through various media channels. This process involves selecting, producing, and sharing news stories across platforms, such as social media, television, radio, and print, to reach a wide audience. Effective news dissemination is crucial in ensuring that accurate and timely information is available to the public, shaping opinions and informing citizens.
Relationship building: Relationship building refers to the process of developing and nurturing connections with individuals or groups, particularly in professional settings. This involves establishing trust, understanding mutual goals, and maintaining open communication, which are all vital for effective collaboration and information exchange.
Social listening: Social listening is the process of monitoring social media channels for mentions of a brand, industry trends, competitors, and relevant conversations to gain insights and inform strategies. It helps organizations understand customer sentiment, identify emerging topics, and engage more effectively with their audience by analyzing public discussions and feedback.
Social media monitoring tools: Social media monitoring tools are software applications that help individuals and organizations track, analyze, and manage their presence on social media platforms. These tools enable users to listen to conversations, identify trends, and gather insights from various social channels, which is essential for understanding audience sentiment and engaging effectively with followers. By utilizing these tools, users can better identify and cultivate sources, as they provide data on who is talking about what and how those discussions can inform content strategies.
Source verification: Source verification is the process of confirming the credibility and reliability of information sources before using their content in news reporting. This practice is crucial for ensuring that the news shared with the public is accurate and trustworthy, which ultimately upholds the integrity of journalism.
Transparency: Transparency in social media journalism refers to the practice of being open and honest about the sources of information, methods of reporting, and potential biases that may influence content. It involves providing audiences with clear insights into how stories are created and ensuring that the journalistic process is visible and accountable, which helps to build trust and credibility with the audience.
User-generated content: User-generated content (UGC) refers to any form of content—such as text, images, videos, and reviews—created and shared by individuals rather than by professional sources or organizations. This type of content plays a significant role in shaping narratives, providing firsthand accounts, and fostering engagement within social media platforms, making it crucial for modern journalism.