Monthly Archives: August 2013

The decline in social media credibility


The decline in social media credibility

The credibility of social media has been decaying these years. Everyone can be a publisher, the distinction between “media professionals” and “everyone else” seems to be based on the journalistic normative values. These journalistic values may influence the credibility of journalists and the content they provide. In one recent survey asked respondent to rate various types of local and national media for credibility, nearly 25% of the respondents say they believe all or most of what they reported in CNN or The New York Times, and nearly 15%, said they believed nothing about single outlets. It can be seen that media professionals derive much of their credibility from that of media organizations. Thus, professional journalists represent the brand image of the media organizations; in order to increase the credibility of media organizations, and is the key to constantly enhance the authority and the publicity of media institutions.

However, some of media organizations fear of losing both advertising revenue and audiences; they often use the breaking news and gossip to attract audiences. Some experts point out professional ethics and training are the most significant approaches to improve the credibility of news. The professional journalist’s need to make contribution to public discourse by providing timely, meaningful, reliable and factual news.

A survey shows that Hong Kong media’s credibility was declining in the recent years, with 1,208 residents surveyed. The result shows that the believability of Hong Kong media rated 5.9 points out of 10. There are 26 Hong Kong radio, TV station and newspaper dropped in credibility. Although the result neglected to provide a specific analysis for decline; the issue of self-censorship is considered as contemporary challenge in the media industry, especially in communist China. Therefore, news organizations need to ensure their news content is in the public’s interest. After 1997, the self-censorship pressure of Hong Kong media is from Chinese government’s control and regulation, as Hong Kong began to interact with mainland China. In fact, the pressure does not only refer to political pressure. There are many economic factors and cultural factors involved. Hong Kong want to get more investment from the mainland China, so they hold such a political relationship and abide by the Chinese regime for economic benefits.

In recent years, blogs have been doubted as an unbelievable communication medium, as there is no restriction regulations for content production and information sharing. Thus, media professionals may need to reproduce and edit user-generated content and make sure that user-submitted stories meet ethical, legal and quality requirements; meanwhile, providing original content to make contributions to the sites, rather than delivering news content from other websites.

In fact, individual users tend to trust the media institution when they feel a higher level of interactivity. In order to measure blogger credibility, users tend to judge from the following aspects, including reliable, professional, expert and trustworthy (Lim &Yang). As a citizen journalist, how to increase credibility of your personal blog? There are many tips and experiences can share with you. Although multimedia can increase audience’s participation and generate more page views; however, audiences may be confused or suspicions about multimedia. It is difficult to choose the information from a wide range of news and some media organizations even providing access to alternative source, which may reduce the reader’s trust level.

Thus, if you use a variety forms of media to attract the reader’s attention; you should consider whether the content can be understood by the reader? Whether the content can increase the credibility and engagement? In addition, you can show there is a real organization behind your site, such as posting a photo of your office or physical address, which will make it easy to contact with you. Furthermore, personal bloggers need to update their site’s content regularly and make it useful. Another important aspect is to control any promotional content in your personal blog, which may cause the reader’s disgust and aversion. One last point worth mentioning about copyright, creative commons may lead to the intellectual property and privacy issues due to lack of related regulations and laws to protect citizen journalists’ rights; therefore, strict press law and quality education are essential to build a healthy network platform.


“Hong Kong Media’s Credibility Declines”, online available:

Wilson. Jason A. And Saunders, Barry J. and Bruns, Axel(2008) “preditors”: Making Citizen Journalism Work. Citizen Journalism and Social Change, 26-28 March 2008, Brisbane



Online media participation



The importance of social media is increasing day-by-day in our daily lives. There is a lot of industry development in social media platforms, such as business marking, education areas, marketing campaign and even political commentary. We shop online instead of going to the store; we share life status and news on Facebook; we talk to our friends and family via SMS, instead of by phone. Thus, many business companies discovered the power of online media. It is possible to utilize social networks to increase traffic, create interest and boost brand awareness.

Social networks not only create opportunities to increase awareness of brand, they also provide a place to interact and communicate with consumers; at the same time, allowing consumers to interact with each others, which continually increase the brand loyalty. Importantly, in the process of interaction and participate to identify and deliver niche audiences to advertisers. How to create the “selling point” is the biggest challenge for online editors.

Why media organization wants to encourage internet user to participate in their media platforms? The reasons behind news sites encouraging comments is to increase traffic, because users will leave comments and then come back to see them published, and they will continue to check whether their messages have attracted any responses. In addition, online interaction is beneficial to understanding the complex issues rather than purely to get response and reaction. Although there are a lot of people commenting on news websites, we cannot believe that online comments stand for the majority view. There are many examples can support this point. Kerr’s survey found that 90 percent of online users never leave comments; approximately 9 percent occasionally leave comments; and only 1 per cent often leave comments (the more information you can browse: Jericho, G (2012) ‘Never read the comments’). This result shows that participants only represent a few people’s points of view; there are many ways to improve the participation of online audience.
The main formats for inviting users to participate is to increase interactive sessions, such as: poll, blogs, Q&A, message boards and reader’ story. In addition, the diversity of media formats such as images, video, interactive games and the application of mobile phones. Encouraging users to share their own stories, which may raise the enthusiasm of participation. At the same time, participation will bring new stories and unique perspectives for journalists when a massive number of readers are involved. There are many benefits of inviting readers to comment: the audience will give feedback in time for news sites, increase audience engagement and bring new stories to journalists. Thus, citizen journalists play an important role in the digital media era. In fact, if media professionals violated ethical to report false news; sometimes, the real situation may be revealed by citizen journalism, which may be a constraint for professional journalists. Furthermore, editors need to consider how to prevent the brand image and even on the legal level;therefore, media professionals need a comprehensive knowledge and code of ethics, which is the biggest bottleneck of digital media. This is due to some unprofessional interaction sections may annoys.

What is the meaning of personal social media content for our life? In fact, personal social content is mostly a form of self-expression in the moment. If you have professional goals for your social networking participation, you need to consider whether you share the professional interests and expertise for your audiences, each time you update or comment. The controversial topic is whether we need to use our actual name in online commenting. Some supporters say, you need to register to give comments, including perhaps providing a driver license number or credit card number, which may inhibit the libel and made-up words. In fact, it would make it easier for media organizations to censor and moderate. However, some opponents think the real-name commenting will damage expression right. In order to build a healthy Internet environment, users should consider what you hear and maintain respect for other participation.


Jericho, G (2012) ‘Never read the comments’, in The Rise of the Fifth Estate: social media and blogging in Australian politics, Carlton North: Scribe Publications

Odden, L, ‘5 Tips For More Impact From Social Media Participation’, online available:

The impact of social media


Social network sites (SNSs) provide a place for people to exchange information in networks and communities, which is constantly changing people’s lifestyle. Some sites attract users based on religious, racial, hobbies and sexual, while others based on diverse audience.In addition, users could connect with their favorite brands though social media platform and to grasp the newest trend of the brand. Marketers use social media platforms to promote and publicize their brand culture. To some extent, social media brings new opportunities and challenges for business.
Social media marketing
Social media marketing has become a popular way for brand promotion around the world; it not only can attract the attention of potential consumers, also can improve the visibility of the brand. To a certain extent, social media is an effective way to solve the crisis management. This is because the real-time social media is more efficient than the traditional media to reach target audiences and spread information. There is a lot of social media marketing case can share with you. It is worth mentioning that Nike did a successful social media marketing during the London Olympic Games in 2012. Nike is using guerrilla marketing strategies to attract people’s attention by conducting a series of social campaign and bought up billboards around the city, rather than the usual celebrity endorsements and celebrate the winning athletes in the campaign. As the result, according to Socialbakers’ CheerMeter there were more than16,100 tweets associating Nike during the Olympic games compared nearly 9300 for Adidas. Furthermore, Nike attracted more than 166,800 Facebook fans versus 80,770 for Adidas. At the same time, Nike achieves a 78% boost in engagement on its Facebook page compared to 60% for Adidas. According to personal experience, the diverse forms of social media marketing are the key success factors; companies can add pictures, video, audio, link to their official websites and get feedback in time, which may improve the customer satisfaction and increase page views.
Privacy issues
However, it is difficult to manage the user generate content due to the lack of related laws to regulate the media supervision and to restrict minor registers. Consequently, the spread of pornographic violence can lead to rising crime rates, and this is the challenge for the social media networks in the future. Furthermore, today’s social media platforms are not limited to traditional online use. SNSs continues to take advantage of location-based services, timely dialogue function and mobile devices, which probably cause more privacy concerns. In fact, it will expose some personal information, such as home, location and contact information, which creates conditions to reconstruct the online user’s security password. Pew found that more than 60% of online teens have profiles, 44% of whom allow their profile is visible to all online users. Thus, social media websites should constantly strengthen the privacy legislation, so that users can undoubtedly enjoy using some services and they may leave themselves exposed to privacy issues. If well managed, these functions could create new opportunities for social media interactivity. However, if mismanagement and used inappropriately, the results could be a privacy security nightmare.
The challenges of Social Network Sites
There are many social networks constantly emerging like MySpace, QQ, Facebook and Bebo, these tools changed people’s lifestyle. Yet, we should always understand the challenges of the new media, because there are many difficulties to overcome. Importantly, it is difficult to monetize, why? This is due to the use case is totally different. Even the Google company expressed it is hard to realize the social media sites into economic value. Users are not searching for commercial reasons, but to communicate with each other and to express their views. Marketing data shows that as few as 5 in 10,000 people who view their ads on social media sites. Thus, advertising revenue is not significant. In addition, organizations, government agencies, individuals and companies are concerned about the time wasted in updating social media profiles and reduce the working efficiency. In some cases, companies use Firewalls to prohibit employees accessing into Facebook. Another challenge is that some users submit false information on their profile; therefore, marketing efforts cannot pinpoint potential customers.


Boyd, DM & Ellison, NB 2007, ‘Social network sites: definition, history, and scholarship’, Journal of Computer-Mediated Communication, vol.13, no. 1, pp. 210-230.

Moth, D(2012), ‘10 of the best social media campaigns from 2012’, online available: