The vast majority (92 percent) of journalists have a LinkedIn account, an increase from 85 percent in 2009, according to the 2011 Arketi Web Watch Survey: Inside BtoB Media Usage of Social Media, from technology public relations firm Arketi Group.
"It comes as no surprise more BtoB journalists are participating in social media sites, especially LinkedIn," says Mike Neumeier, principal of Arketi Group. "LinkedIn provides an online outlet for them to connect with industry sources, find story leads and build their professional networks."
In addition to LinkedIn, the survey found 85 percent of journalists are on Facebook (up from 55 percent in 2009) and 84 percent use Twitter (up from 24 percent in 2009). Almost half (49 percent) say they blog or read blogs regularly.
"When compared to the 2009 Arketi Web Watch Survey, this year's results show significantly more journalists are using social media tools," according to Kaye Sweetser, associate professor of public relations at the University of Georgia's Grady College. "This means companies have more online channels through which they can reach media targets. This is both a blessing and curse for today's PR professionals."