The Socially Challenged: Exploring Obstacles to Social Media Integration in Newsrooms
This research explores the challenges many journalists face in integrating social media tools into their daily workflow. Using a qualitative approach, 25 journalists from a variety of media backgrounds provide insights into what obstacles kept them and others from seeing the practicality of social media tools. Results point to four main themes including concerns about quality and accuracy, the increase in workload and job-related stress created by social media, the competitive environment of breaking stories via social media, and the age and experience of the journalist. Results are considered within the framework of Rogers’ (1983) diffusion of innovations theoretical model.