Engaging Fox 9 Viewers in Social Media

Engaging Fox 9 Viewers in
Social Media
A Research-Based Strategic Plan
Timothy Blotz
7/19/2011
A Master of Arts degree research project in Strategic Communication at the

University of Minnesota
timothyblotz@gmail.com
TimothyBlotz
Timothy Blotz
Timothy Blotz
Engaging Fox 9 Viewers in Social Media
Table of Contents
Abstract Introduction
Hypotheses
14
Fox 9 Viewer Survey Methodology
14
Fox 9 Viewer Survey Results
16
Post Survey Analysis
19
Fox Television Stations Survey Methodology
24
Fox Television Stations Survey Results
25
Fox 9 Social Media Strategic Plan
31
Connecting With Viewers through a New Typology
33
Discussion
37
Bibliography
41
Appendices
44
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Timothy Blotz

Abstract
The rapid expansion of the Internet, online news channels, and social media presents a real
audience erosion threat to established news organizations in traditional media platforms. At the
same time, these new channels present a terrific opportunity for these organizations to extend their
brand as reliable and engaging sources of news and information. KMSP-TV/Fox 9 in the MinneapolisSt. Paul television market is an example of Old Media trying to find relevance in a New Media world.
Like many legacy news providers, it is now participating in social media channels and using them as a
promotional tool to steer users back to the original news platform. In other words, its Old Media
using New Media to promote Old Media. This case study uses existing Uses and Gratifications
Theory research to establish why consumers are flocking to social media such as Facebook and
Twitter. The research reveals that people are primarily in search of relationships with people,
brands, even websites. To find out how Fox 9 can engage its viewers in social media, this study
surveyed 1116 people in the Twin Cities television market. The survey reveals a substantial desire to
not only get news headlines from Fox 9 on social media channels, but also the strong desire to build
relationships with Fox 9s anchors and reporters. These findings lead to the formation of an
actionable social media engagement strategy for Fox 9 News in addition to establishing a new
operational model for journalists to build strong relationships with their followers in social media.
Introduction
The brave new world of social media presents a significant challenge and yet opportunities
for businesses and more specifically news media such as Fox 9 Television. As little as six years ago,
social media as we know it simply didnt exist. The social networking site Facebook was nothing
more than virtual couch on a college campus, and the micro-blogging site Twitter was still just some
scratch notes on creator Jack Dorseys legal pad. Today, Facebook has more than 750 million worldwide users and Twitter subscribers tweet roughly 1794 messages each second. (Facebook, 2011)
(Twitter, 2011) With so many existing consumers, viewers, and stakeholders using social media, it
would seem logical, if not foolhardy for businesses and news organizations not to have a footprint in
the very same platforms.
Social media creates an interesting paradox, especially for news organizations such as Fox 9.
Since the inception of the commercial news business, publishers and now broadcasters have largely
been in the audience delivery business. They deliver the widest and best possible audience to
advertisers to sell their products and services. But now it is social media pooling large audiences
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Timothy Blotz

with news organizations scrambling to access them to sell their own product: the news. But in that
paradox lays a central question. Do social media consumers really want to be sold products, told the
news, or pitched on the headlines that will appear on the evening broadcast?
This study takes an in-depth look at existing research in addition to conducting primary
research of Fox 9 viewers. The results show that if Fox 9s viewers could write their own headline it
is that they want relationships. These findings along with follow-up research on social media
practices at twelve Fox owned and operated television stations lead this study to form the basis for a
new social media strategy for Fox 9 News. However, a research-based strategic plan is just one step.
Engaging viewers in a way that builds and strengthens their desired relationship is clearly the second
step. Therefore this study also looks at existing academic research in online media credibility and
combines it with the insights from Fox 9 viewers to form a new operational social media model. This
new model, the Blotz Typology, can and should serve as a practical guide for journalists in how to
build and strengthen relationships with social media users.
Literature Review
Mass media research dating back to the 1950s hypothesized that mass communication is
essentially functional. (Wright, 1959) People bend the media to their own needs in that media are
as much about the need for diversions and entertainment as they are for information and influence.
(Wright) This laid the groundwork for a uses and gratifications theory (U&G). In its simplified form
U&G holds that people choose certain media to meet their psychological needs (Katz, Blumerler, &
Gurevtich, 1974). The principal elements of the theory hold that uses and gratifications include
ones psychological and social environment, their motivations to communicate along with their
communication behaviors and the expected outcomes or results. (Rubin, 2009) Along this line of
reasoning, Katz outlined the principal objectives in U&G research:
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Timothy Blotz

A. To explain how people use media to gratify their needs
B. To understand motives for media behavior
C. To identify the functions or consequences that follow from the needs, motives,
and behavior. (Katz, Blumerler, & Gurevtich, 1974)
It is the consumers motivations and behaviors that businesses and news organizations are most
interested in. Why are people using various media,
and most important, does it make sense to engage
them in those channels? Research indicates it is the
consumer who is in control (Rubin). Behavior is largely
Needs:
1.
2.
goal directed and aligned with a specific purpose.
3.
People choose from an array of media and by and large
4.
select the channel that best fits their needs. (Rubin)
5.
Cognitive Needs--strengthen information,

knowledge and understanding
Affective Needs-- aesthetic, pleasurable,
and emotional experience
Integrative Needs--credibility, confidence,
stability and status
Integrative Functions--strengthen contact
with family, friends and the world
Tension Release--escape
But what are those needs? Katz, Gurevitch and
Figure 1
Haas conducted extensive qualitative research among
1500 individuals on their use of radio, television, newspapers, books, and film to distinguish the
gratifications and social contexts of each medium. (Katz,
Gurevitch, & Haas, 1973) The researchers compiled a
comprehensive list of social and psychological needs that
Inner Self
were said to be satisfied by the mass media. After pilot

testing, the list was narrowed down to five groups of
Pleasure
Self Confidence
& Stability
needs. (Figure 1) The interviews lead to some revealing

correlations on how people chose media and allowed
Katz and his colleagues to develop a new typology of
media use. (See Figure 2) The typology put books in the
role of creating a sense of inner self. Television and films
Figure 2
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Timothy Blotz

provided a sense of pleasure, whereas newspapers fulfilled the need to have self confidence and
stability. (Katz, Gurevitch, & Haas) Each of these platforms carried out its own unique role. For
example, connections with family were not surprisingly best fulfilled by television, whereas
connections with friends at the time was best fulfilled by movies. The need to participate in
discussions with my friends was served first by newspapers followed by books. (Katz, Gurevitch, &
Haas)
Katz and his colleagues conclude that mass media can and do satisfy a variety of needs
arising from social roles and psychological dispositions. They found that people use media to help
them gain a better understanding of themselves, the people closest to them, and the society around
them. But perhaps, most important for this studys perspective, people chose specific media to
increase their personal status and strengthen relationships.
Perhaps no media platform allows the users to better fulfill those integrative social needs
than what we now know as online social media. Recent research has extensively tested U&G theory
in online communication platforms with the studies suggesting strong correlations between
gratifications and social needs and desires. (Leung, 2009 ) (Eighmey & McCord, 1998) This is
particularly significant in the ability of users to be able to interact with, contribute, and share
content in online platforms. Like Katz, Louis Leung found a particular connection between
gratifications and mass media use. He discovered a significant draw to social media by people who
feel the need for recognition and empowerment. (p. 1341) In Leungs survey of 789 Internet users,
he found that the more they are gratified by socializing, being recognized, or entertained through
content creation the more they will generate through blogs, forums, YouTube and personal web
pages. (p. 1344) The research also revealed that the more a users recognition needs were met
through social media, the more empowered they feel by their self efficacy and competence. (p.
1344) Further studies reveal a certain level of entertainment in the online channel is vitally
important. (Eighmey & McCord) John Eighmeys research on the attractiveness of websites
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Timothy Blotz

revealed a new U&G dimension of personal involvement and continuing relationships. These
relationships are more than just connecting with other people, but in a sense a relationship with
Internet itself. (p. 193) These new applications of U&G theory have vast implications for online
channels. For instance, the more a website can meet the gratification needs of a user, particularly
their needs for social interaction and information, the longer they tend to stay on that website to
satisfy their motivations. (Ko, Cho, & Roberts, 2005) The quality of the interaction also makes a
significant difference. From a brand management point of view, users who can participate in
forums, contribute content, or have dialogues with other users on a website have a much higher
opinion and attitude toward the site and the brand. (Ko, Cho, & Roberts) Collectively, the research
on U&G theory points directly to why people might choose to use social media, particularly sites like
Facebook, MySpace and Twitter. It is about the affective and integrative needs of building,
maintaining and recreating relationships combined with entertainment and the desires to share
information.
U&G theory would therefore suggest
that online users would find a natural
Figure 3
More Use Social Networking Sites for News than Twitter
connection to online news channels.

Likewise, newspapers and television news
operations seemingly want to make those
connections, especially in an era of declining
circulation and viewership. As consumers
branch out and use more media platforms
Use/Have
Profile
Get News
Regularly
Sometimes
Hardly ever
Got News Yest.
Follow News
Orgs./Journalists
General Public
Social
Twitter
Networking
Sites
%
%
45
9
Among
Social
Twitter
Networking
Users
Sites
%
%
42%
7
12
10
2
1
3
16
26
22
17
15
27
9
7
2
2
19
16
18
24
such as the Internet and mobile technologies, news organizations feel the need to be in these new
spaces where consumers live. One of these spaces is social media. These emerging platforms
represent an evolving means of communication for both users and news organizations. Research by
Pew in late 2010 indicates the general public is rapidly adopting the use of social media. Nearly half
of the public (45%) has created a profile on a social networking site such as Facebook or Linkedin.
7
Timothy Blotz

(Pew, 2010a)(Figure 3) Far fewer have a profile on Twitter. Of the people who are using Facebook,
LinkedIn and MySpace, Pews research also shows that 42 percent either regularly or sometimes gets
their news from those channels. (Figure 3) However, the results strongly suggest that these very
people are getting news from their friends and not necessarily journalists or news organizations. In
fact just 16 percent of the social media cohort follows a journalist or news organization, the number
is only slightly higher for Twitter users at 24 percent. (Figure 3) The results are supported by a
separate Pew study that researched where
Figure 4
people were going online to find news.

(Pew, 2010b) While news portals such as
GoogleNews and Yahoo were the most
frequent choice (56%), following news
organizations and journalists on Facebook
(13%) and Twitter (4%) ranked at the
What online sources do people use?

A portal like GoogleNews, Yahoo, or AOL
Website of a TV news organization such as
CNN or Fox
Website of a national or local newspaper
News organization or individual journalist
you follow on Facebook
Twitter updates from a journalist or news
organization
56%
46%
38%
13%
4%
bottom. (Figure 4)
The reluctance to follow news organizations and journalists through social media perhaps
plays into Katzs theory of U&G. People are largely using social media to fulfill the integrative needs
of making connections with friends and familythe gratification is staying close to people and
maintaining relationships. (Raacke, 2008) Studies show that users of social media sites want to
keep their relationships personal. (Vorvoreanu, 2009) A recent qualitative analysis of Facebook
users discovered several key insights that corporations and news organizations have all overlooked
or simply ignored. Among the primary insight is that Facebook users, particularly young users, view
the site as a place to digitally hang out. (Vorvoreanu) Respondents said Facebook was a place to
interact with friends, not a place to shop or engage in customer service. Another key insight is that
Facebook is a place for self-presentationa virtual collage of their lives and who they are.
Sometimes that collage includes becoming a fan of an organization to give a sense of what they
like. But one of the final insights is that Facebook is personal. It is a fun digital space where
8
Timothy Blotz

people can keep their lives separate from the professional, business, and other aspects of their lives.
(p. 74)
The interactivity of social media is also what tends to make it personal. Gone are the days of
one-way communication between the medium and the recipient. By its very nature, new media are
different from old media (television, newspapers) because the digital technology allows the user to
interact with the medium by messaging, creating their own content, or sharing content. This new
concept of interactivity allows for a world of possibilities for businesses and news organizations to
have consumers interact with their brand or products. But here again, consumers dont necessarily
see interactivity as a means of brand engagement in the same way that marketing executives see it.
In fact it is quite the opposite. Just as consumers pick and choose media based on U&G, they also
seem to view interactivity in the same kind of personal frame. (Quiring, 2009) Since people are not
able to process vast amounts of information, they think about information against the categories of
what they already know in their mind, or schemes. Schema theory holds that people are able to
explore, filter, and relate to incoming amounts of information based upon their own experiences
and knowledge. Researcher Oliver Quiring recently tested the concept of digital interactivity on
consumer attitudes and found that they dont necessarily view interactivity as a means of engaging
with technology or products. (Quiring) The results discovered a dominant schema of both social and
individual aspects of interactivity. (Figure 5) In this dominant social schema, people view
interactivity in terms of human interaction where communication is a one-on-one or one-to-many
exchange of thoughts and information. (p. 906) In the individual schema they see interactivity more
as it relates to a person-to-object interaction. (p. 907)
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Timothy Blotz

Figure 5
take part in
feedback from others
advise participate cause
join in play a part decide
affect debate interfere appeal
comment speak out create change
arrange decide
book tape choose dive into
call watch order manage chat
Individual Dimension
record films take photos
inform feed in download
engage play surf press
Social Dimension
exchange interaction dialogue
integration human communication
conversation connectedness
feedback
electronic
multimedia
Technological
Dimension
network
The schemas indicate that from a social dimension there may be a role for news
organizations to help consumers participate in their interactions with one another. By giving them
the opportunity to share news stories with their friends, or participate in the dialogue of events that
are happening, news organizations can create opportunities for user engagement. Clearly this
opportunity for news organizations, including Fox 9, is wide open for people who already are social
networking users.
What makes Facebook so successful is what also makes an online news story more real and
credible to the readerthe ability to comment and participate in the story itself. (Meyer,
Marchionni, & Thorson) The best and brightest in the pillars of journalism know this. Michael
Skoler at the University of Missouri School of Journalism said as much recently when he openly
scolded fellow journalists. The old journalism, with its over-reliance on the same experts and
analysts, is out of touch with a culture of information sharing, connection and collective wisdom of
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Timothy Blotz

diverse voices passing along direct experience, (Skoler,
2009) Skoler clearly sees social media not only as a
way for journalists to build their credibility with
news consumers but as a way to become
relevant in the news marketplace.
These new
online technologies allow journalists to

transform themselves from being lecturers to
instead create an evolving practice known as
Only the savviest of journalists

are using the [social] networks
for the real value they provide in
todays cultureas ways to
establish relationships with
others. The bright news
organizations and journalists
spend as much time listening on
Twitter as they do tweeting.
-Michael Skolar
conversation journalism. (Anderson, Dardenne, &

Killenberg, 1994) Further research shows that
respond positively to being a part of the story.
people
(Meyer, Marchionni, & Thorson, p. 116)
Meyers testing of four different story contructs on 140 people found that the concept of
participatory co-orientation struck a middle ground between giving readers what they need in a
story and what they want. Even though the studys participants were not able to set the media
agenda themselves, they rated the collaborative story as the model they liked best. (p. 116)
Additionally, the collaborative model scored higher in credibility than did opinionated stories and
blogs. (p. 111) Meyers results make it clear that the most important elements for source and
organizational credibility for journalists is expertise and collaboration.
The evidence appears in Pews latest
research. Kristen Purcell and her Pew colleagues
discovered a significant cross-over of news
consumption and social media use. (Pew, 2010a)
Their survey revealed more than half of Americans
already use social networking sites such as Facebook,
Figure 6
Online News Gets Personal

Use on social networking sites
(Facebook, MySpace, LinkedIn)
Social networking users who get
news from friends
Social networking users who follow
journalists or news organizations
57%
51%
23%
MySpace and LinkedIn. (Figure 6) Of those social

media users, half say that on a typical day they get news from people theyre connected with.
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Timothy Blotz

(Figure 6) The implication for news organizations is that people spread and share news content
among their friends. Furthermore, 23 percent of the social networking users who get news online
say they specifically get news from individual journalists and news organizations they follow on social
networking sites. (Figure 6) That means they have friended or liked the journalist or
organization on Facebook or some other site.
Still, the amount
Figure 7
of people socializing with news is
News and Social Media
small. Only one-in-four report
% Internet users
to have commented on an online

news story. (Figure 7) (Pew,
2010a) Even fewer have posted
25%
17%
11%
9%
3%
links to stories on their Facebook

page or contributed content to
an online news site. The use of
Twitter to post or repost a news
link is also very small (3%). (Pew,
Commented Posted news Tagged or Contributed Used Twitter

on an online
links on
categorized
article,
to post or renews story Facebook or
content
opinion,
Tweet a link
comments
online
picture, or
to a news
about the
video to
story
news
online news
site
2010a)
It all begs a basic question as to whether these small audiences are worth pursuing. Part of
the answer lies in the fact that as mass audiences shrink, these remaining fragmented audiences
become more important. For example, 23 percent of social networking users who get news online
say they specifically get news from organizations or individual journalists they follow in social
networking space. But an even bigger implication for news organizations is these people are much
more likely to share the news they consume with others thereby building a potential base of new
brand followers. Furthermore, online news consumption is growing exponentially faster than on
any other platform. (Pew, 2010b) Where television news viewing has flattened, radio news and
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Timothy Blotz

newspaper consumption is on a steady 20-year decline.
Figure 8
(Figure 8) When Pew researchers asked people where

they got their news yesterday, 44 percent said they got at
least some news through the web or their mobile
devicesa substantial number more than newspapers
and radio. (Figure 8)
More current Pew research reveals the
technological sophistication of these mobile news users.
In a survey of 2,251 adults Pew discovered 56 percent of
them were using their mobile devices to access local
news. (Pew, 2011) Additionally 13 percent report they
have a local news application (app) for their mobile device that allows them fast access to a specially
designed online local news platform. (p. 9) What sets these local news app users apart is their
usability and comfort level with high technology and even social media. Pew found these very users
were twice as likely as other adults to use Facebook, MySpace or LinkedIn. They were three times as
likely as other adults to use Twitter. (p. 10)
Together, the research reveals a small yet very sophisticated and active user base of
consumers trolling social media for news. This represents a clear audience target for news
organizations wanting to grow their brand and user base. Given their social desires to engage, have
conversations, search for content and share information, they align nearly perfectly with not only
journalists themselves, but with their organizations. But since most users consider their forays into
social networking as their own personal space, what is the most effective way for organizations such
as Fox 9 to engage them?
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Timothy Blotz

Based upon the problem and literature reviewed, the following hypotheses are proposed for
further study on Fox 9 viewers:
H1: Fox 9 News viewers predominantly use social media to connect with friends.
H2: Fox 9 News viewers do not predominantly use social media to connect with news
organizations.
H3: Followers of Fox 9 News on Twitter and Facebook do not want previews or teases of the
stories on the evening newscasts.
H4: Followers of Fox 9 News on Twitter and Facebook want insights on news events from
Fox 9 anchors and reporters.
H5: Followers of Fox 9 on Twitter and Facebook want to contribute and comment on Fox 9
postings.
Methodology
The research consisted of an online survey of Fox 9 viewers conducted from January 19
through March 11, 2011. The survey instrument consisted of 9 overall questions of which two were
stratified along a seven-point Likert scale. (See Appendix A) The survey was promoted during Fox 9s
newscasts including The Fox 9 Morning News, The Buzz, Fox at 5, Fox at 9 and Fox at 10.
Additionally, a link to the survey was promoted on Fox 9s Twitter and Facebook pages in addition to
the front page of www.myfox9.com. The survey collected 1116 respondents. Broken down, there
were 741 women (66%) and 375 men (34%). The majority of the sample, 840 (75%) fell within the
25-54 age range which is the target demographic for Fox 9 and its advertisers. It is important to note
that there is a selection bias in this sample. The respondents were not chosen at random, but are
instead viewers of Fox 9 who voluntarily responded to the survey. Nevertheless, since it is the
intention of this study to find out how Fox 9s viewers want to engage with stations social media
channels, the sample provides valuable insights into the desires of its news viewers.
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Timothy Blotz

Among the main questions:
Fox 9 Social Media Survey Questions

1. What social media sites do you
currently use?
2. Indicate how much you agree or

disagree with the following statement.
I use social media...
a.
b.
c.
d.
e.
f.
g.
h.
i.
a.
b.
c.
d.
e.
f.
g.
Facebook
MySpace
Twitter
Digg
Foursquare
Yahoo Buzz
Google Buzz
None of the Above
Other
To connect with already existing friends.
To connect with businesses or non-profit
organizations.
To share whats going on in my life.
To get news.
To find out what people are really talking
about.
To connect with news organizations.
To share news online.
3. If you were to like Fox 9 News on

Facebook or follow Fox 9 News on
Twitter, explain whether youd agree or
disagree on what kind of information
youd prefer to get.
a. News headlines.
b. Previews of what will appear on the next
Fox 9 newscast.
c. Personal insights from Fox 9 anchors and
reporters on whats happening.
d. Updated forecast from Ian Leonard and the
Fox 9 weather team.
e. Ability to contribute comments to Fox 9
News, the Fox 9 Morning News, or The Buzz.
f. To get to know Fox 9 anchors and reporters
more than what I watch on TV.
g. I think following Fox 9 on any social media
platform is a waste of time.
h. I would rather follow Fox 9 News on
myFox9.com.
4. Please indicate how likely following a

Fox 9 posting on either Facebook or
Twitter would lead you to watch a Fox 9
newscast that day.
a.
b.
c.
d.
e.
f.
Not at all
Unlikely
Neutral
Likely
Very Likely
Not Sure
5. What digital devices do you use to

access Fox 9?
a.
b.
c.
d.
iPhone
iPad
Android Device
Blackberry
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Timothy Blotz

e. Work Computer
f. Home Computer
Results
The research revealed that the vast majority of the respondents are engaged in some form
of social media with Facebook (94%) as the dominant channel. (Full survey results see Appendix B)
Twitter was the second most used channel (18%) followed by a steep drop-off of other outlets
including MySpace (5%). What is revealing in the survey is the dominance of Facebook as a primary
social media gathering place, one that perhaps
Figure 9
drives the responses to many of the surveys

questions especially with how they are using
social media. For example, when asked to
agree or disagree on how they used social
media, the vast majority (83%) indicated they
wanted to connect with friends therefore
supporting H1 and verifying existing U&G research on Facebook. (Figure 9)
The results also support existing research on users attitudes toward connecting with
businesses and non-profits. In varying
degrees, 42 percent of respondents
Figure 10
disagreed with the statement that they use

social media to connect with businesses and
non-profits, 22 percent were neutral. What
is instructive is that the respondents do not
appear to categorize news organizations such
as Fox 9 as businesses themselves, but
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Timothy Blotz

instead as content providers. Based upon current literature, H2 holds that Fox 9 viewers would not
want to connect with news organizations on the very channels that they used to connect with
friends. However, the survey tends to reveal the opposite. Again, in varying degrees of agreement,
46 percent said they used social media to connect with news organizations with 23 percent
indicating they were neutral. (Figure 10) Therefore H2 is not supported.
Existing research on Facebook users indicates a severe push-back towards companies using
the platform to sell them products and services. (Vorvoreanu) Users tend to be more accepting of
companies that offer special incentives exclusively for their social followers. But the idea of news
organizations using social media to promote their stories appearing in more traditional media
channels does not fit the construct of exclusivity or incentives. At its basic function, such a practice
is nothing more than using social media as a megaphone to sell users a productalbeit a news
productappearing on another media platform. However, the survey results indicate Fox 9s
Facebook and Twitter followers see it
Figure 11
differently. A sizable majority in varying

degrees of agreement (63%) said they in fact
wanted previews of what will appear on the
next Fox 9 newscast. (Figure 11) Additionally,
84 percent indicated they wanted to see news
headlines. Therefore H3 is not supported by
the data. The survey results make it clear that
social media users view news differently than products or other business services. For many of
them, news and information appears to be a connecting point, or a means of sharing something with
friends. For instance, 64 percent agreed in varying degrees that they use social media to find out
what people are really talking about. (See Appendix B) Additionally, 66 percent agreed they use
social media to get news and 57 percent agreed they use social media to share news online.
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Timothy Blotz

Therefore this new research indicates that news is actually part of the social construct of why people
are using social media.
Existing literature clearly indicates that what social media users really want are
conversations and entertainment. (Quiring) (Vorvoreanu) (Eighmey & McCord) (Leung) Therefore,
H4 establishes that what Fox 9s viewers want are the insights and background on news events from
Fox 9s anchors and reporters. This is quite different from offering opinions which is a slippery slope
for journalists. Instead, it is about anecdotes or interesting scraps of information that otherwise
may not make it into a news story, or at least not become a primary part of a news story. For
instance, information from the reporter
describing the difficulty of covering a
Figure 12
specific story like a floodhow he soaked

three pair of pants before he got the best
interview. Or, describing the mob scene of
football fans and their signs waiting outside
Vikings training camp for a glimpse of Brett
Favre. Often times it is the scraps of fly-onthe-wall gossip such as the hair stylists and
makeup artists that primped Rep. Michele Bachmann before an on-camera interview. The survey
indicates that this is exactly what viewers want. With varying degrees of agreement, 66 percent
indicated that they want these personal insights on Facebook and Twitter (Figure 12) Therefore H4 is
supported.
Clearly, online platforms have changed the way users now consume news. With the
expectation that users now want to participate in the conversation of news, there is a growing
demand for consumers to be able to contribute to the news and pressure for journalists to allow
them to do it. (Anderson, Dardenne, & Killenberg) (Meyer, Marchionni, & Thorson) (Pew, 2010a)
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Timothy Blotz

(Skoler) Therefore H5 holds that Fox 9s
Figure 13
viewers want the ability to contribute and

comment on the stations social media
postings. An overwhelming majority (73%)
indicated in varying degrees that they
agreed with the statement.(Figure13) A
significant number, 26 percent strongly
agreed on the desire to contribute and
comment. Therefore H5 is supported as well.
Post Survey Analysis

To assist in analyzing the viewer research results and to collect perspectives on how to form
a social media strategy for Fox 9, this study conducted a series of interviews with a leading new
media scholar and two online content managers within the Fox Television Stations group. Nora Paul
is the director of the Institute for New Media Studies at the University of Minnesota and a former
faculty member with the Poynter Institute for journalism in St. Petersburg, Florida. From Pauls
perspective, Fox 9s viewers are revealing many of the same insights she has discovered in her own
research on people getting information on news stories through social media. We did interviews
with students asking them about a news story for which they were interested in enough to go find
more information, explained Paul. (Paul, 2011) (Appendix C) What her study discovered is that the
students were first hearing about these news stories in the status updates of their friends in social
media. Their friends are saying, Did you know about that? And that raises the relevance right
there to them in terms of being a story to follow, said Paul. Combining Pauls insights with the Fox
9 research indicating 66 percent of its viewers use social media to get news, it is then an obvious
strategy that the company has to stake a claim in social media. Im a firm believer that youve got
to be there, said Paul. If youre a communicator then you got to be doing this.
19
Timothy Blotz

Fox 9 has already created a series of five Facebook fan pages for its viewers to follow. The
five pages are created for each of its unique programming brands: Fox 9 (for viewers of the evening
newscasts), the Fox 9 Morning News, The Buzz (Entertainment newscast), Fox 9 Investigators
(Investigative reporting team), and Fox 9 Chief Meteorologist Ian Leonard (Weather forecasts and
information). Additionally the station has three Twitter accounts: @myFox9, @fox9kmsp, and
@Fox9Sports. Each of the Twitter accounts has a specific purpose. The @myFox9 is managed by the
newsroom for breaking news. The @fox9kmsp is administered by the creative services department
for station promotions, and @Fox9Sports is managed by the sports department for breaking sports
news. The main Twitter account @myFox9 has 7,125 followers and the largest of the Facebook
pages, the Fox 9 Morning News has more than 11,000 likes. By comparison, among Fox 9s main
television competitors, WCCO-TV has one main Facebook page with 8,600 likes, KSTP-TV also has
one main page and 5,600 likes, and KARE-TV has one page with 16,600 likes.
In addition to Fox 9, there are at least two other companies in the Fox Television Stations
group attempting to build viewer loyalty through social media. At WTTG-TV Fox 5 in Washington,
DC, Senior Web Producer Rich Murphy says they are especially using Facebook and Twitter as a
means to report breaking news. Whenever, were streaming something live we also post a link on
Facebook and Twitter, said Murphy. (Murphy, 2011)(Appendix D) As a matter of practice, Murphy
says nearly all of the Fox 5 reporters and anchors have Twitter accounts and tweet about stories and
news during their work days. Our anchors often Tweet during the afternoon and sometimes during
the breaks in the news, said Murphy. Combined with the ability for viewers to tweet and share
news stories they read on the stations web page, myfoxdc.com, Murphy says it has become an
effective tool to monitor what their viewers are interested in. You can see what the hot button
stories are through the retweets, said Murphy. Additionally, he says the stations executive
producer and all the newscast producers have the social media scanning software TweetDeck
running on their computer screens as a means of monitoring what social media users are talking
about in real time. But the station has also found social media to be an effective tool in reaching
20
Timothy Blotz

out to its viewers for assistance in news coverage. When there is a big news story like Japan
[earthquake], we put something out on Facebook and Twitter right away about whether our viewers
knew of anyone in Japan and we got a ton of responses.
Fox 5 Atlanta has a fairly robust following of more than 30,000 likes on its Facebook page. But
senior web producer Emily Stone says it didnt happen by accident. Weve had a page for a long
time and when I started here it was in the neighborhood of 16,000 fans which is not bad, but not as
great as it could be, said Stone. (Stone, 2011)(Appendix E) What Fox 5 Atlanta did was plan a social
media strategy. The television station set a goal of having all of the main on-air talent create
Facebook fan pages which would build individual followings to drive traffic not only to the main
Facebook page and website myfoxatlanta.com, but to build brand loyalty to the news product. We
came up with a document and a plan with dates and we were going to start with our main talent and
then move on, said Stone. We started with people who were more receptive first and then when
it started to take off we said, Alright, heres what were doing. Everyone has the opportunity to do
it. You dont have to do anything, but we highly recommend that you do. Since the beginning of
the year the newsroom now has 24 of its on-air staffers with Fox 5 Atlanta branded Facebook fan
pages. The company set up the pages so the employees could post pictures from their iPhones,
Blackberries, or other mobile devices directly onto their Facebook page. Stone cited one recent
example of how the staff was embracing the interaction. I looked up and one of our reporters is on
[the air] and he is talking about storm damage and wind damage from one of our storms, said
Stone. And hes like, Go to my Facebook page where Ive posted a series of photos. Stone said
she wanted to stand up and scream with joy because one of her reporters finally understood the
connection of creating a relationship with his viewers. Stone recalls herself yelling to the newsroom,
Oh my God! Hes doing this on the air!
21
Timothy Blotz

Perhaps central to Fox 5 Atlantas success is
that the station has embraced social media as an
interactive channel. This is where Fox 9 in
Minneapolis and to a lesser extent Fox 5 in
People know that they can

find us there and they see us
commenting back and forth I
mean interaction, thats the
point.
Washington are failing. When viewers post a
- Emily Stone, Fox 5 Atlanta
comment on either of their main web pages very

seldom does a staff member ever respond or interact with the
followers. Rich Murphy
admits manpower plays a significant role. Theres a tendency not to embrace this technology
because were too busy, said Murphy. At Fox 9, its anchors will routinely read during a newscast
some of the viewer Facebook comments responding to news stories, but there is little interaction on
the Facebook page itself. Thats what people forget about social media, said Stone in Atlanta.
Thats why social is in the media. (Stone) The Fox Atlanta station tried to overcome the manpower
hurdle by empowering and training a substantial number of newsroom employees to post content to
Facebook and Twitter and most importantly, how to interact with the stations followers. Thats
where were getting all of our success is by interacting, thats crucial, said Stone.
Nora Paul of the Institute for New
What are our strengths? Weve got

people that other people want to connect
with. Our weakness is our people dont
connect with the people who want to
connect with us. The opportunity is
relationship management and the threat is
theyll go someplace else that does want to
connect with you.
-Nora Paul, Institute for New Media Studies
Media Studies agrees. If you have a

fan page and youre not responding,
then why have it? (Paul) Paul
advises that news departments
conduct a simple business school
SWOT analysis (Strength-WeaknessOpportunities-Threats) with regard to
social media. In most cases she
believes, they fail. What are our
strengths? asks Paul. Weve got people
that other people want to connect with. Our weakness is our people dont connect with the people
22
Timothy Blotz

who want to connect with us. The opportunity is relationship management and the threat is theyll
go someplace else that does want to connect with you, said Paul.
But one of the central questions for reporters and producers alike is what do their followers
really want in that connection? The research results in this study point toward insights. Fully two
thirds of Fox 9s viewers said what they really want in following the station through social media is to
learn more about the news story than what they already know or will see on the air that night.
(Appendix B) Paul says its kind of like showing how the sausage is being made rather than just
saying youll have another piece of sausage on the evening news. So if its just watch my show at 6
Oclock, thats not it, said Paul. But, if its heres what I found out while I was putting my show
together tonight thats not going to be on the show, or I had an awful interview before I got the
great one. (Paul) Thats the kind of content Paul says is most useful to social
media news followers.
Figure 14
Fox Television Stations Research

Based upon the insights of Paul, Murphy and Stone, this study
conducted additional research of the Fox Television Stations to
establish how they are engaging their own audiences in social media.
WNYW-5 New York
Fox Television Stations Incorporated (FTS) is owned by Fox
KTTV-11 Los Angeles

WFLD-32 Chicago
Broadcasting, a division of News Corporation. Together the television
WTXF-29 Philadelphia
WFXT-25 Boston
division is an important part of News Corporation responsible for $220
KDFW-4 Dallas
WTTG-5 Washington D.C.
million in revenue in 2010 (News Corporation, 2010) Within FTS there
KMSP-9 Minneapolis
WJBK-2 Detroit
are 16 local Fox-branded television stations with news operations. All
WAGA-5 Atlanta
KRIV-26 Houston
are located in major media markets across the United States. (Figure
WTVT-13 Tampa Bay

WOFL-35 Orlando
14) The purpose of the FTS research is create a baseline of social media
KSAZ-10 Phoenix
WHBQ-13 Memphis
practices within Fox 9s peer group so that this study can propose a
KTBC-7 Austin
social media strategy that will place Fox 9 among Foxs top performing stations.
23
Timothy Blotz

Methodology
The research instrument consisted of an online survey sent to the senior web producers
within the FTS newsrooms. The senior web producers are the managers with the most direct
supervision over the social media efforts within FTS. The survey was sent to all 16 FTS senior web
producers on May 9, 2011 with a corresponding email and a follow-up phone call explaining the
research instrument and its purpose. (Appendix F) A total of 12 responses were collected for a
participation rate of 75 percent. Among some of the survey questions:
Fox Television Stations Social Media Survey

Do you have a formal social media policy in the
newsroom to guide employees on how to use social
media and correspond with viewers?
How many official station-branded Facebook pages do
you have? (Ex. Fox 5 Sports, Fox 5 Weather, Fox 5
Morning News)
Approximately how many reports and anchors on your
staff have official station branded Facebook fan pages?
Who has control over what is posted on the news

departments Facebook and Twitter pages? (select all
that apply)
Please rank how the news department currently uses its

station-branded Facebook pages. (Use 1 as the most
common, 4 as the least common)
Yes
No
Not sure
1
2
3
4
More than four
None
Less than half of the staff
At least half of the staff
More than half of the
staff
All
Not sure
Web producers
Newscast producers
Assignment desk
Reporters
Anchors
Promotions
News Director/Asst. ND
Not sure
To promote or post
stories coming up on
the next newscast.
To invite viewer
comments on a story
or issue to be used in
a newscast.
To report breaking
news
To search for possible
people to interview in
24
Timothy Blotz
How often during a day does someone in the newsroom

respond to viewer comments made to a posting on a
station branded Facebook page?
Does your station recognize viewers through an on-air
promotion such as Facebook Fan of the Day in at least
one of your newscasts?
a story.
Never
Sometimes
Always
Dont know
Yes
No
Not sure
Results
The response from the senior web producers indicate that all of the FTS newsroom surveyed
are involved in at least some social media activities. Clearly there are FTS newsrooms which are
more aggressive than others. For example, seven of the eleven television stations indicated they
have more than four station-branded Facebook pages. (Figure 15) Three of the stations indicate
they have only two Facebook pages
Figure 15
and one station with just a single page.

Multiple station-branded Facebook
pages do not necessarily mean a
broader social media engagement.
From a brand management
perspective, having too many
Facebook pages may indicate an
unfocused audience strategy that
fragments and under serves a stations social media followers. For example, at Fox 9 in Minneapolis
there are four station-branded Facebook pages: Fox 9, Fox 9 Morning News, Fox 9 Buzz, and the Fox
9 Investigators. The Fox 9 investigators Facebook page has only 189 followers while the Fox 9 page
has slightly more than 10,000 followers. While it can be argued that Fox 9s different shows target
different audiences and therefore deserve their own Facebook pages, Paul of the Institute for New
25
Timothy Blotz

Media Studies argues it can be a risky strategy. People dont make that distinction. Its the Fox
news show. Thats going to be confusing. (Paul)
Fox 5 in Atlanta has taken that exact approach. The station has a single station-branded
Facebook page for all of its newscasts. It has a separate Facebook page for its sports department.
Fox 5s Stone says the station felt the decision was critical not only as a means of better customer
service for its viewers, but also for
Figure 16
employees. Its easier for our people to

manage because were trying to not have a
dead page all day. (Stone) Additionally,
Fox 5 has customized its Facebook page
with a pictorial graphic panel that makes it
visually clear to the user that this is the
official Facebook fan page for them to connect. (Figure 16) Followers can also easily link to the page
and like it from Fox 5s web page, myfox5atlanta.com. Once on the Fox 5 Facebook fan page, the
station has also made it exceptionally easy for followers to find the fan pages of its reports and
anchors. On the left-hand links column
Figure 17
followers can click on Fox 5 People which then

populates a list of the entire Fox 5 anchor and
reporter fan pages that viewers can choose to
follow. (Figure 17) According to Stone, 24 of
Fox 5s on-air employees have station-branded
Facebook fan pages. Additionally, all of the web
producers are co-administrators of these
individual fan pages along with the employees
so that both can update the pages with content.
26
Timothy Blotz

The FTS survey reveals not all of the stations have an aggressive presence of their on-air
employees on Facebook. In fact, eight of the
Figure 18
Fox stations have only half of their staff or

less with station-branded Facebook pages.
(Figure 18) Four stations have more than half
of their staff with branded fan pages. Fox 9
in Minneapolis ranks in the lower category.
With a staff of approximately 22 on-air
personalities, only seven have stationbranded fan pages. Fox 9s Chief
Meteorologist Ian Leonard has the largest fan
base with 3,344 likes. (Facebook)
When it comes to posting content on a stations Facebook or Twitter pages, clearly the web
producers and employees within the promotions department are in the drivers seat. The survey
reveals the web producers at all of the 12 responding FTS stations are posting content to their social
media channels. (Figure 19) Only two stations
report having their anchors and reporters
Figure 19
directly post content to the stations Facebook

and Twitter pages. The survey also finds that
when it comes to monitoring viewer
comments left on social media channels it is
again the web producers who are performing
the majority of the scanning duties. (Appendix
F, page 54)
27
Timothy Blotz

Figure 20
When asked how the Fox stations are primarily
using their social media pages, the survey finds a
nearly even split between inviting viewers to comment
on stories and posting breaking news. (Figure 20) The
FTS survey also revealed two stations which primarily
use Facebook and Twitter to promote stories that are
coming up on the next on-air newscast. The majority
of senior web producers (8) ranked promoting stories
as their third use of the channels. Stations using
Facebook and Twitter to search for people to interview
on a story topic ranked fourth on the scale.
As this paper has already noted, allowing
followers to not only establish relationships, but to
carry on conversations is critical to the concept of social media. (Quiring) (Skoler) (Anderson,
Dardenne, & Killenberg) (Leung) However, the FTS survey indicates few stations are actively
engaging in conversations with their social media followers. When asked how often during the day
someone in the newsroom responds to viewer
Figure 21
comments on a station-branded Facebook page, the

majority of stations (8) indicated they only sometimes
respond to their followers. (Figure 21) This is a critical
finding because it points to many of the FTS newsrooms
using social media for one-way communication instead
of having a two-way dialogue. In other words, these
stations have fallen back on what historically theyve always done: shout to the masses. The survey
indicates only four of the FTS newsrooms are regularly listening to their viewers as well.
28
Timothy Blotz

One of the tactics many Fox stations are using to fulfill their strategy of increasing their base
of social media followers is by recognizing some of those followers on the air. Several stations have
started what they call a Facebook Fan of the
Figure 22
Day. At some point during a newscast, typically

in a morning news program, the producers
select a fan from their Facebook followers and
recognize them on the air as their fan of the day.
As a matter of policy, there are no prizes or
incentives involved other than public recognition
during a newscast. The FTS survey indicates at least seven stations have incorporated a Facebook
Fan of the Day into their programming. Five of the stations have yet to do so. (Figure 22)
Finally, the survey asked the FTS senior
Figure 23
web producers a series of questions related to

their attitudes about workflow, planning, and
employee involvement in social media. Measured
across a seven point Likert scale, the survey asked
how they agreed or disagreed on whether
engaging viewers in social media was an effective
way of building viewer loyalty. The majority (8) strongly agreed that it was an effective strategy.
(Figure 23) The results were very mixed when asked whether they had enough time during their
workday to monitor their news departments officially branded social media pages. Half of the
senior web producers agreed in varying degrees that they did have enough time, while the other half
were neutral or in disagreement.
There is a less than enthusiastic agreement about on-air talents willingness to make a
greater commitment to social media content. Only four producers somewhat agreed their
29
Timothy Blotz

anchors and reporters would be willing to contribute
Figure 24
more social media content. The majority were either

neutral or somewhat disagreed with the statement.
(Figure 24) If station management wants to make
social media a priority, the results are an indication
that it clearly has to work on employee attitudes
regarding social media before it can affect their
behavior.
On a more positive note, a substantial number of the producers indicated their stations are
heading in the right direction. When asked
Figure 25
whether their company had an executable plan

to grow the number of social media followers, nine
acknowledged in varying degrees that there was
such a plan. (Figure 25) However, producers from
three stations somewhat disagreed that their
newsroom had an executable plan.
Fox 9 Social Media Strategic Plan

The academic research combined with the primary research of Fox 9 viewers, Fox Television
Stations and industry experts therefore leads this study to recommend a new social media strategy
for Fox 9 News. The strategic plan follows the multi-step model of effective planning established by
International Association of Business Communicators Fellow Lester Potter. The model offers a
measurable means of achieving results by establishing a set of objectives and goals based upon
research. (Potter, 2011) The Fox 9 plan is based upon the strategic opportunity of viewer
engagement guided by an obtainable list of measurable objectives. The strategy targets two key
audiences of Fox 9s viewers and its own newsroom employees. The ultimate goal is to create more
30
Timothy Blotz

social media followers of Fox 9 News by getting its employees to actively embrace the channels and
engage with their followers. (Figure 26)
Figure 26
Opportunity
Goals
Objectives
More viewer engagement in social

media
Target Audience: Fox 9 Viewers
Completed Primary Research:
Facebook is the dominant social
media channel for Fox 9 viewers
Viewers want to connect with
news organizations.
Viewers want connections with
Fox 9s anchors and reporters.
Viewers want to contribute and
share
FTS stations with Facebook Fan
of the Day
Best practices of Fox 5 Atlanta
Further Research:
Focus group of Fox 9 viewers on
the kinds of postings that would
convert them to watch a
newscast.
Create more social media followers
Strategies
Target Audience: Fox 9 News

Employees
Completed Primary Research:
Less than half of Fox 9 anchors
and reporters have Facebook
pages.
Further Research:
Survey/Interviews with Fox 9
employees about willingness to
participate in social media
Get employees involved in Fox 9

branded social media
Double likes on Fox 9 Facebook
Every anchor has a Fox 9
page to 14,000 in 6 months.
branded Facebook fan page and
Twitter account within 2 months.
Increase followers on @myFox9
Twitter by 3,000 in 6 months
At least half (11) of the
newsroom reporters have a Fox
9 branded Facebook Fan page
within 4 months.
Within 2 months respond to at
least one comment on every
Question of the Day posting on
Fox 9 Facebook page.
Within 3 months respond to at
least one comment on every
Facebook posting other than the
Question of the Day.
Promote Fox 9 Facebook &
Empower talent and reporters to
Twitter pages.
create Facebook and Twitter
pages.
More on-air use of Facebook
content.
Empower talent and reporters to
incorporate Facebook and or
Twitter into their stories.
31
Timothy Blotz
Tactics
Post Twitter & Facebook

addresses in the myFox9.com
stories from reporters covering
the same story for evening
newscasts.
Content box on myFox9.com
showing pictures and social
media addresses of Fox 9
talent/reporters.
Create new lower-third Chyrons
and Luci shortcuts for talent and
reporters with individual
Facebook and Twitter addresses.
Facebook Fan of the Day
during the Fox 9 Morning News
and The Buzz.
A 2 minute nightly
Conversations segment in Fox
@ 5 and Fox @ 9 fronted by
Marni highlighting the
conversations of our viewers.
Work with Creative Services to
build a branded Double Box and
talent backdrop for
Conversations segment.
Measurement Success
Meet or exceed 14,000 Facebook

likes in 6 months.
Meet or exceed 10,000 Twitter
followers in 6 months.
Facebook Fan of the Day within
one month in morning news.
Conversations segment within
one month.
Failure
Create original content for

Facebook pages.
Work with Creative Services to
generate artwork for talent and
reporter Facebook fan pages.
Create Facebook links panel to
anchor and reporter fan pages
from the Fox 9 fan page.
(modeled after Fox 5 Atlanta)
Immediately train ALL producers,
assignment editors, and web
producers and weekend staff on
how to post content and respond
to comments on Facebook.
Create style guide/social media
policy for Facebook and Twitter
content.
Load each reporters mobile
phone with the appropriate app
to post content on Facebook and
Twitter.
Install TweetDeck on every
producers workstation
computer.
Success
Above measures not met.
Responding to at least one

Facebook comment of the Day
in two months.
Responding to more than one
Facebook posting other than
Facebook comment of the Day
in three months.
Every anchor has a Facebook fan
page in 2 months.
Half of reporting staff has
Facebook page in 4 months.
Failure
Contingency
What if the number of followers

doesnt grow?
What if Marni cant do
Conversations segment?
What if ratings drop during
Conversations segment?
What if reporters & producers fail
Above measures not met.
What if anchors & reporters

reject establishing Facebook
pages?
What if anchors & reporters dont
post content?
What if no cooperation/help from
Creative Services?
32
Timothy Blotz

to use branded Chyrons?
What if newsroom doesnt

respond to viewer Facebook
comments?
What if reporters dont have a
smart phone?
Connecting With Viewers through a New Typology

The strategic social media plan for Fox 9 should be viewed as a keystone for further
audience engagement. To help ensure the success of that engagement this paper also explores an
operational content model for Fox 9s employees to follow. The model is based upon the
consumers desire for information that is not only accessible, but credible.
In many respects, Fox 9s anchors and reporters already possess a certain amount of what
Carl Hovland would call source credibility. (Hovland & Weiss, 1951) Hovland established that the
believability of a message and the power to change public opinion is directly related to the
trustworthiness and expertise of the source; the more trustworthy the source, the more believable
the message. Objectivity also adds to source credibility, as does dynamism and likability.
(Whitehead, 1969) (McGinnies & Ward, 1980) The literary research implications for journalists are
clear. To be sure, a good deal of a journalists credibility is also derived from the news organization
he works for. (Kang, Keunmin, & Shaoke, 2009) In its audiences eyes, Fox 9 already has a degree of
credibility. But in an era where the Internet has made news a free commodity, Fox 9s reporters,
anchors, and web producers more than ever before have to rely on creating and protecting their
own credibility to build and grow their audience in online platforms.
Trust is also a key component. Arthur Hayes argues that journalists earn their trust through
regularly providing information that is credible. (Hayes, 2007) Hayes core constructs on
authenticity, accountability, and autonomy combined with Hovlands theory on source credibility
establish a significant foundation for building a new model of online credibility in either social media
or websites. In an extensive review of existing credibility research, Miriam Metzger takes it a few
33
Timothy Blotz

steps further. Metzgers analysis finds significant merit not only relying on source credibility, but on
message and media credibility as well. (Metzger, Flanagin, Eyal, Lemus, & McCann, 2003) While
online news is its own new media communications channel, it borrows basic form and functionality
from old media. In other words, it takes elements of the written word, design, layout, and video and
combines them to form a new and more accessible means of communication. Therefore, borrowing
the most credible elements from old media and using them in new media platforms can be an
effective strategy toward boosting credibility.
One of the primary elements is web page design. Significant research indicates that
perceptions of trustworthiness can be influenced by manipulating the graphic layout and colors on a
web page. (Kim & Moon, 1998) The Internet may be a technical creation, but visual design plays an
important factor in trust building. (Chadwick, 2001) Furthermore, if the web page is not userfriendly in terms of search capabilities it dramatically affects its perceptions of credibility. (Fogg,
2001) Ease of use both in terms of visual construct and information utility therefore become an
important component of credibility. In many respects, these mirror the credible design elements of
magazines: visually appealing layout, colors, graphics, and usability.
As already noted, a secondary element critical to web and social media credibility for
journalists is the very content they produce. As perceptions of message quality increase, so do the
assessments of source credibility. (Metzger, Flanagin, Eyal, Lemus, & McCann) This is vitally
important for journalists in the online world because research shows that content and accuracy are
key elements consumers consider when evaluating online information. (Rieh & Belkin, 1998) Soo
Young Reih discovered that the quality of the source, writing style, and verifiability also play large
roles in users evaluation of the credibility of information. (p. 10) Therefore, its not a far reach to
establish that the core tenets of print journalism, especially newspapers, transfer well into the
online environment for building this essential second component of a new online credibility model.
34
Timothy Blotz

The use of video anchors the third corner of this new model. One of the most credible
aspects of television is that its a relational medium. People watch video and immediately judge it as
real and view it through the lens of their own experiences. In other words, seeing is believing.
Metzger argues this gives online news sites a measure of extreme credibility. (p. 311) In fact,
numerous studies show the visual elements of television are why people consistently rank it as one
of the most believable mediums. (Wilson & Douglas, 1978) Additionally, the visual nature of
television, especially news, makes it appear more objective than newspapers because the greater
mediation exposes the motives and intentions of the communicator or journalist. (Gunther, 1988)
Like television, online channels can offer currency by giving users up-to-the-minutes coverage of
events through streaming video. Therefore, the immediacy, believability, and cognitive
connectability of video make it an important element for a journalists or journalistic organizations
online presence.
Combining these three crucial elements of credibility, we can therefore create a new model,
or typology of new media credibility based upon a triad of credibility characteristics from old media.
(Figure 27)
Figure 27
Layout/Design: Easy, appealing and dynamic web page design is more

credible (Borrowed from Magazines)
Content/Context: Complete, multi-sourced, and authoritative
information is more credible (Borrowed from Newspapers)
Video: Seeing is Believing (Borrowed from Television)
35
Timothy Blotz
However, with what the Fox 9 viewer survey shows us, and with what we now know about coorientation and collaboration becoming an essential component of what users want and view as
credible in the online world (Meyer, Marchionni, & Thorson, 2010) (Anderson, Dardenne, &
Killenberg, 1994) (Skoler, 2009) this now becomes a key construct for journalists and their
organizations. Therefore, adding the utility of collaboration and shareability to the center of the
new typology gives us a credibility model for social media and websites based upon what truly
makes new media unique from old media. (Figure 28)
Figure 28
Blotz Typology
Using the new Blotz Typology, journalists and news organizations can evaluate the
perceived credibility of not only their websites, but postings on those websites and in social media.
For the purpose of illustration, let us apply the typology to Fox 9s webpage and the Facebook fan
page of Fox 9 Sports Anchor Dawn Mitchell. (Figure 29)
36
Timothy Blotz

Figure 29
The above evaluation, although subjective in nature, gives the journalist an instructive
heuristic to judge their online content as their users would do. By aligning their websites and
content against the typology they can assess whether their content is not only trustworthy and
credible, but collaborative and shareable.
Discussion
There is no question news consumers are increasingly migrating to the Internet to satisfy
their appetites for information. (Pew, 2011) (Pew) The latest studies by Pew indicate the Internet
has now surpassed newspapers as a primary source for news and it is close to challenging television
as the dominant source for news. (Pew) Social media plays a small role in this mix, but it is still
nevertheless a factor. The existing research reveals there is a small but relatively active and loyal
37
Timothy Blotz

audience of social news consumers. (Pew) Those who are engaged in social media are looking for
news as water cooler information to not only share with their friends but to keep up with what their
friends are talking about. (Leung) (Quiring) (Raacke)
The main primary research for this study shows that viewers of Fox 9 indicate they are very
much interested in getting news through social media. Whether its Twitter or Facebook, they
indicate the desire not only to share information they glean from social media, but in contributing by
commenting on postings they read on the Fox 9 Facebook page. As a part of that interaction, they
are looking for insights on news stories from Fox 9s reporters and anchors, especially little bits of
information that give a story context but otherwise would not appear in the television or web
version of the same story. Perhaps the most important finding from Fox 9s viewers is the
willingness to watch a newscast after seeing a posting of a news story on either Facebook or Twitter.
The implication for Fox 9 is that the more it engages its social media users, the more likely it might
be able to convert them into viewers of its newscast. This research along with baseline survey results
from twelve Fox Television Stations combine to form the basis of a new social media strategic plan
based on the opportunity of getting more viewers to follow Fox 9 through Facebook and Twitter.
Additionally, insights from the Fox 9 viewer research layered against existing secondary research in
online communication lead this study to form a new typology for establishing credibility with online
and social media news consumers. This new Blotz Typology can and should be used as an
operational model for effective online communication.
However, this study needs to note several limitations of the viewer research. First, there is a
selection bias to the viewer research. It does not represent a scientific cross sectional sample of Fox
9 viewers but rather a collection of viewers who saw the survey discussed on a Fox 9 newscast or a
survey posting on Facebook and Twitter. Second, the sample is heavily skewed toward women. One
plausible reason is that several of the newscasts where the survey was promoted have a high female
audience. But in many respects having a heavy female sample is extremely useful because it is an
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Timothy Blotz

important and valuable demographic for Fox 9s advertisers. Because women make the majority of
purchasing decisions within a household, the more women Fox 9 attracts as viewers the more
valuable its airtime is to advertisers. Third, because the primary researcher and writer is an
employee of Fox 9 this also adds to a potential impact to interpreting the results. Finally, there may
be a source effect on the accuracy of the results. Since the viewer survey was promoted during Fox
9s newscasts and on its social media channels, the respondents may have given answers they think
would reflect positively on Fox 9.
Finally, this study recommends a series of next steps. The first is employee engagement.
The survey of senior web producers within Fox Television Stations clearly indicates weak confidence
in the willingness of anchors and reporters to contribute more content to social media channels. In
an era of increased demands on shrinking staffs, this is a realistic challenge for newsroom employees
and management. This study suggests a survey of newsroom employees to gage their enthusiasm
and willingness to participate in social media channels. The results from such a survey could reveal
the attitudes of employees and give managers the tools to change attitudes to affect behavior. One
such tool is to identify individuals or teams of adopters who can lead by example and act as
mentors to other employees. Second, Fox 9 should consider conducting a focus group of its social
media followers to find out what kind of messages in social media postings would encourage them
to watch a Fox 9 newscast. One of the main findings of this study is that 70 percent of Fox 9s
viewers said that they would likely watch a Fox 9 newscast after reading a social media posting from
Fox 9. A valuable qualitative insight would be discovering what kind of postings, stories, or pictures
would activate them to watch a newscast. Finally, this study also recommends a qualitative analysis
of why a substantial number of Fox 9 viewers prefer to engage the station through social media as
opposed to its website, myfox9.com. The viewer responses to this study strongly suggests that Fox
9s Facebook page allows viewers to create a stronger relationship with the station that myFox9.com
simply doesnt provide. Such a qualitative study of Fox 9s website could reveal valuable insights
toward improving the usability of myFox9.com and drive more web traffic and unique visits.
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Timothy Blotz

In conclusion, Fox 9 has a valuable opportunity to engage its viewers through a smart,
focused, and actionable social media strategy. Its viewers have revealed that they want to engage
with the station in social media and have an appetite for news. But to make it successful, Fox 9s
staff must realize that social media is about having relationships, two-way conversations, not oneway postings. Ultimately, its what Nora Paul at the Institute for New Media Studies calls a
necessary means of communicating in the 21st century. This is a tremendous reporting tool if you
incorporate it into your reporting work life.
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Wright, C. (1959). Mass Communication: A Sociological Perspective. New York: Random House.
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Appendix A
Fox 9 Viewer Survey Instrument
1. What social media sights do you currently use? (choose all that apply)
Facebook
MySpace
Twitter
Digg
StumbleUpon
Yahoo Buzz
Google Buzz
None of the above
2. Please indicate how much you agree or disagree with the how you use social
media?
To connect with already existing friends
Strongly Disagree Somewhat Disagree
Agree
Disagree
Neutral
Agree
Somewhat Agree Strongly
To connect with businesses or non-profits organizations

Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
Neutral
Agree
Disagree
Neutral
Agree
Disagree
Neutral
Agree
To share whats going on in my life

Agree
To get news
Agree
To find out what people are really talking about

Agree
Disagree
To connect with news organizations

Agree
To Share news online.
Agree
3. If you were to Like Fox 9 News on Facebook or Follow Fox 9 News on Twitter,
explain whether youd agree or disagree with the kind of information would you
expect to get?
News headlines
Agree
Disagree
Neutral
Agree
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Previews of what will appear on the next Fox 9 newscast
Agree
Disagree
Neutral
Agree
Personal insights from Fox 9s anchors and reporters on whats happening

Agree
Disagree
Neutral
Agree
Updated forecasts from Ian Leonard and the Fox 9 weather team
Agree
Disagree
Neutral
Agree
Ability to contribute comments to Fox 9 News, the Fox 9 Morning News, or the
Buzz
Agree
Disagree
Neutral
Agree
To get to know Fox 9 anchors and reporters more than what I watch on TV
Agree
Disagree
Neutral
Agree
I think liking or following Fox 9 on any social media platform is a waste of time
Agree
Disagree
Neutral
Agree
Agree
I would rather follow Fox 9 News on myFox9.com

Agree
Disagree
Neutral
4. Please indicate how likely following Fox 9 posting on either Facebook or Twitter
would lead you to watch a Fox 9 newscast that day.
Not at all
Unlikely
Neutral
Likely
Very likely
Not Sure
5. How often do you currently follow Fox 9 online during an average week?
0
6. How often do you follow OTHER local news organizations online during an average
week?
0
7. What digital devices do you use to access Fox 9? Check all that apply.
iPhone
iPad
Android Device
Blackberry
Work Computer
Home Computer
8. Gender
Male
Female
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9. Age
18-24
25-54
54 and over
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Appendix B
Fox 9 Viewer Survey Results - January 19-March 11, 2011
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Appendix C
Interview with Nora Paul, Institute for New Media Studies
March, 28, 2011
Q: How are people getting information on news stories through social media
We did interviews with students asking them about a news story for which they were interested in
enough to go find more information and we wanted to find where they went to get more
information after having heard about it. But the first question was how did you hear about it in the
first place? And I really hadnt until then gotten the sense of that how much it is that people are
going off of the status update of their friends in social media.
Theyre friends are saying, Did you know about that? And that raises the relevance right there to
them in terms of being a story to follow.
And thats one thing I think newspapers have finally gotten. The newspaper is not where you go to
find out what happened yesterday. We already know what happened yesterday. Today, tell me
what it meant.
Spending any real estate on telling people that there was an earthquake in Japan is just stupid,
because theres 48 different ways that they found that out. In a lot of ways it changes the content
ant the intention of the news reporting that you do. The assumption is that Im already aware of it,
now give me more.
NP: Describing Twitter as an echo chamber
Its what he said and what he said. Its like a world of me toos.
Theyre just so non-consequential. And especially with the ay that theres all this short hand, the
acts and the hashtags. Its like reading message code.
NP: Tweets and social media postings are best when they pull back the curtain.
NP: Talking about Facebook and how you have to maintain it.
Anybody that would fan you is somebody that likes the way you report and wants to know more
about you.
Im a firm believer that you got to be there. If youre a communicator then you got to be doing
this.
NP: On Fox 9 having different Facebook pages for every newscast.
People dont make that distinction. Its the Fox news show. Thats going to e confusing.
NP: Talking about people in the survey results saying they wouldnt rather follow us on myFox9.com
Because the web site sucks. This is pretty stunning because thats the lowest rating of anything,
right? This is where there has to be the follow-up because we dont know what that means. (Or
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Timothy Blotz

use a series of focus groups)(quantifying the number of opinions is not as important at this point as
qualifying them)
NP: On the conversion question what was it about the tweet or post that got you to watch the
newscast that night or what do you expect to get once you watch.
NP: Finds apps very fascinating because theyre one way communication.
Its kind of going back to the web as a publication platform rather than a communication platform.
NP: Our people need to have more insightstalking about Scott Simon.
Hes kind of showing how the sausage is being made rather than just saying were going to have
some more sausage this afternoon. If you truly have people who are engaged with your content,
they want to know more about what it took to make the content and who are the people who are
making it.
And thats where the coaching has to happen. If you say the reporters have to do this kind of
posting they need to understand what sorts of things. So if its just watch my show at 6 Oclock,
thats not it. But if its heres what I found out while I was putting my show together tonight, that
not going to be on the show, or I had an awful interview before I got to a great one.
The compelling piece to me is the degree to which, the fact that there is already all the ways that
people might hear about happening and where they might hear about more on your telecast, is
what does the content of the newscast need to be now? If weve got this presumption that a
good proportion of the really loyal people who are really following you are going to be watching you,
what do they want to get when they watch you that rewards them? That doesnt waste their time,
I already know that. Thats why I dont read a lot of the newspapers because Ive already heard
about it. I know enough about it. I heard it on NPR driving home the day before. To me its
about how does this inform or change the format for the newscast. I mean, even if its heres what
were updating what was already out there.
NP: Talking about viewers commenting on stories
Ive talked to reporters who didnt even know that on their own website that people would post
comments about their stories.
This is a tremendous reporting tool if you incorporate it into reporting work life.
NP: On why its important to respond to people who leave comments on Facebook.
If youve got a fan page and youre not responding then why have it? You either do it or you
dont Theres a danger in not doing it because youve just sort of disappeared and somebody tries
to find you and youre not there but If you do it and dont keep it fresh this is a damned if you do
and damned if you dont kind of world right now.
Its the nature of what people go to the Facebook page to engage with you guys is theyre wanting
to share something, or to express their opinion, or they have another angle on it *the story+. Thats
where you got to have a conversation with them.
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Timothy Blotz

NP: Newsroom needs to do a SWOT analysis (Strengths Weaknesses Opportunities Threats) when it
comes to social media.
What are our strengths? Weve got people that other people want to connect with. Our weakness
is our people dont connect with the people who want to connect with us. The opportunity is
relationship management and the threat is theyll go to someplace that does want to connect with
you.
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Appendix D
Interview with Rich Murphy, Senior Web Producer WTTG/Fox 5
Washington, DC
March 21, 2011
Q: What are you doing with social media?
When something is breaking we post the links on Facebook and Twitter.
Whenever were streaming something live we also post the link on Facebook and Twitter.
Our weather photo page is very popular. When every theres a weather event that site fills up.
Fox 5 has established a Monitoring Metro section on the webpage. It allows people to
send in pictures and information whenever there is a problem with the Metro transit
system.
o These are the kind of things that every station should respond to.
o It has to be easy for people to use and respond to, if its hard they wont respond.
RM: Notices that more people are coming to their web page first and he can see it in the retweets.
You can see what the hot button stories are through the retweets.
RM: Toward the end of each afternoon they send out an email to the producers to let them know
what topics are trending and what viewers are retweeting.
RM: The web producers and the EP has Tweet Deck up and running to monitor what people are
saying
Our anchors often Tweet during the afternoon and sometimes even during the breaks in the news.
He adds that the bosses are not too keen on that.
When there is a big news story like Japan we put something out on Facebook and Twitter right
away about whether our viewers knew of anyone in Japan and we got a ton of responses.
RM: On whether Fox 5 is truly embracing social media
Theres a tendency not to embrace this technology because were too busy.
RM: Explain that the producers are now having to make their own graphics and dont have the
time, control room operators have been let go, and theyre all having to juggle more balls.
Q: How many Facebook pages?
3 pages: Morning news, Sports and evening news
Q: How many of your reporters have their own twitter or FB fan pages?
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Timothy Blotz
Rich says most have a personal pagedont know if they have a fan page
Almost all of the reporters Tweet
Q: If I were to put together an online survey of Fox O & Os who should I send it to?
Senior web producers : STS in Outlook
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Appendix E
Interview with Emily Stone, Senior Web Producer, WAGA/Fox 5
Atlanta
March 28, 2011
Q: What are you doing in social media?
Weve had a Facebook and Twitter account but we havent done what we could do with
those. Our creative services director and I have taken on the project of taking on our social media
platforms and really integrating them into our websites and getting our people out there. Weve
had a page for a long time and when I started here it was in the neighborhood of 16 thousand fans
which is not bad but not as great as it could be, but were at almost 29 thousand now.
Now that Facebook fan pages have become so much more versatile and make them a little
easier to deal with we decided that we wanted to get all of our talent on Facebook. At first some of
them were like Yah, Ill do it. And some of them were a little leery if that meant their personal
information was going to be out there. And that was the biggest concern for a lot is that theyd be
exposing themselves and their feelings, and thats understandable. Our biggest challenge, I would
say, is getting them to understand what it is that theyre doing.
As of today we have 24 members of our staff, talent wise, who are on Facebook with their
own fan pages.
We came up with a document and a plan with dates and we were going to start with our
main talent and then move on. We started with the people who were more receptive first and then
when it started to take off we said, Alright, heres what were doing. Everyone has the opportunity
to do it. You dont have to do anything but we highly recommend that you do. After of couple of
folks had been on the air and started mentioning it, started talking with each other, then the other
folks started coming to us and said, Oh, I want to do that too. Once they saw their peers doing it,
they didnt want to get left behind.
Really since like the beginning of January its started to take off. And weve got 24 on
Facebook now. Weve got all of our weather people, all of our sports people, all of our morning
show people, theyre all on with their own pages. And we have them designed with their names and
Fox 5 so that its clearly a fan page and not their personal page.
Theyre posting pictures from their phone, weve set it up for them to do on their iPhone or
Blackberry, so theyre getting into it from the field.
ES: Talking about an example where one of the reporters was posting from the field during some
storm damage.
I looked up and one of our reporters is on and he talking storm damage and wind damage
from one of our storms, and hes like Go to my Facebook page where Ive posted a series of photos.
And I wanted to stand up and scream because it was like, Oh my God! Hes doing this on the air!
ES: They changed all of their lower-third supers in coordination with Creative Service Department
Weve changed all of our supers, all of our lower thirds for the reporters, instead of their
email addresses we have their Facebook address.
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Timothy Blotz

We have probably 10-15 more reporters that just want to do it and weve really gotten a
good response by it.
ES: On trying to tie it into the main Facebook page.
Im trying to tie some content into our page where we have page of all of our people with
links to their Facebook pages.
Q: How many Facebook pages
We decided to go the route of having a main page and then a sports page
24 total with talent pages (Web producers are administrators of the reporter/talent pages
along with the talent so both can update at the same time)
ES: On staying with one main Facebook page.
Its easier for our people to manage, because were trying not to have a dead page all day.
Ive just finished training all of our managers on how to post, and our next step is training our
assignment desk and make sure theyre posting. We want people to not be posting like every two
minutes, but significantly all day because we dont want it going dead.
Q: How good are the producers who have Facebook access at replying to viewer comments
carrying on a conversation with them?
Thats where were getting all of our success is by interacting. Thats crucial.
People know that they can find us there and they see us commenting back and forth, and
we dont get back to everyone but if someone asks me a question, Im going to get right back to
them. We also post up stories that way. I mean interaction, thats the point.
ES: On a Facebook policy
We have a whole list of instructions for people who are going to be on our Facebook page,
making changes and commenting and posting links and stories. We want our people to use it, we
just want them to know how to use it.
Our idea is that now everybody is doing so much more with fewer people, we kind of feel
like you cant just train one person to do something, you have to train everyone because you never
know whos going to be stuck in that role. We want more people to know thats our theory.
ES: They also do Facebook Fan of the Day
Its not really a contest. Were just showing someones photo.
I think the more that people talk about Facebook on the air, and the more people say, oh
on my Facebook page you find this, or read this that just drives more people. And we see it. Our
traffic has just gone up definitely and our people just at it are having more people show up on their
pages and many of our personalities have more than a thousand and thats pretty good.
ES: On having conversations and not just linking to your website.
They just dont want to think that youre trying to whore them to their website, is there a
good reason? Great.
Thats what people forget about social media. Thats why social is in the media.
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Appendix F
Fox Television Stations Survey Instrument
1. Do you have a formal social media policy in the newsroom to guide employees on how to
use social media and correspond with viewers?
a. Yes
b. No
c. Not Sure
2. How many official station-branded Facebook pages do you have? (Ex. Fox 5 Sports, Fox 5
Weather Team, Fox 5 Morning News)
a. none
b. 1
c. 2
d. 3
e. 4
f. More than four
g. Dont know
3. Approximately how many reporters and anchors on your staff have official station-branded
Facebook Fan pages?
a. None
b. Less than half of the staff
c. At least half of the staff
d. More than half of the staff
e. All
f. Not sure
4. Approximately how many reporters and anchors on your staff have station-branded Twitter
accounts?
a. None
b. Less than half of the staff
c. At least half of the staff
d. More than half of the staff
e. All
f. Not sure
5. Who has control over what is posted on the news departments Facebook and Twitter
pages? (select all that apply)
a. Web producers
b. Newscast producers
c. Assignment Desk
d. Reporters
e. Anchors
f. Promotions
g. News Director/Assistant News Director
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h. Not sure
6. Who does the majority of the monitoring of the stations social media pages to see what
viewers are posting? (select all that apply)
a. Web Producers
b. Newscast Producers
c. Assignment Desk
d. Reporters
e. Anchors
f. Promotions
g. News Director/Assistant News Director
h. Not sure
7. Please rank how the news department currently uses its station-branded Facebook pages.
(Use 1 as the most common, 4 as the least common)
a. To promote stories coming up on the next newscast.
b. To invite viewer comments on a story or an issue to be used or read in a newscast.
c. To report breaking news.
d. To search for possible people to interview in a story.
8. How often during a day does someone in the newsroom respond to viewer comments made
to a posting on a station-branded Facebook page?
a. Never
b. Sometimes
c. Always
d. Dont know
9. Does your station recognize viewers through an on-air promotion such as a Facebook Fan
of the Day in at least one of your newscasts?
a. Yes
b. No
c. Not sure
10. Please indicate the degree of which you agree or disagree with the following statements. (7point Likert scale)
Engaging our viewers in social media is an effective way of building viewer loyalty.
Strongly Agree
Disagree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
I have enough time during my work day to monitor the stations social media pages.
Strongly Agree
Disagree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
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Our anchors and reporters contribute to the stations social media efforts.
Strongly Agree
Disagree
Neutral
Disagree
Somewhat Disagree
Strongly
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
Our newsroom staff has an understanding of how viewer social media engagement
could help the station.
Strongly Agree
Disagree
Agree
Our anchors and reporters would be willing to contribute more posts to social media
platforms.
Strongly Agree
Disagree
Somewhat Agree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
We have an executable plan to grow the number of followers to the news departments
officially branded Facebook and Twitter pages.
Strongly Agree
Disagree
Somewhat Agree
Agree
Neutral
Disagree
Somewhat Disagree
Strongly
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Appendix G
Fox Television Stations Survey May 9-12, 2011
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Engaging Fox 9 Viewers in

A Master of Arts degree research project in Strategic Communication at the

Fox 9 Viewer Survey Methodology

Fox 9 Viewer Survey Results

Post Survey Analysis

Fox Television Stations Survey Methodology

Fox Television Stations Survey Results

Fox 9 Social Media Strategic Plan

Connecting With Viewers through a New Typology