Proceedings of The International Conference on Social Sciences in the 21st Century
Journalistic branding via Twitter: researches synthesis and case interviews
Cholticha Rodgunpai and Jantima Kheokao
The purpose of this research was to study the content on Twitter that Journalists used to create their brand The research population is a research about the journalists’ brandings which published during 2011 – 2018 from 2 stories in the database of Thai Journals Online, and 9 stories from Google Scholar, in total 11 stories as well as in-depth interviews with 5 journalists who using Twitter to create their own brands by using Roberto Alcaraz de Blanco (2010)’s personal branding framework as a framework for education. They studied in 7 issues as below; 1) knowledge and experience 2) profiling and displaying positions in the organization 3) presentation of results 4) addiction hashtag 5) communication channels 6) social values and 7) response and context. The results indicated that knowledge and professional experience in capturing news issues both in writing and reporting news via the limited 140 characters of the Twitter was important. Journalists must also have knowledge and experience about its content. Most of the journalists will report the current news; especially the political violence. For example, in Australia, the journalists in the area will report the news by themselves or monitor news from other media by presenting only short news with attachments, links, images and short video clips and quickly present. The profile setting will use the real name and job positions in the news organization. Anyway, the picture will be a picture that reflects his/her self-characteristics. Completed news will not be presented via Twitter because it’s not the area to promote their private life story. Addition Hashtags are often the name of organizations. Twitter, Facebook and Instagram were commonly used to convey messages but in a different way pertaining to specific characteristics of each platform. Followers in Twitter also reflect the groups of people who use social media more focus on political issue and also have a reaction.
Keywords: personal branding, journalists, journalistic branding.