Social media strategies of environmental newsrooms
For young adults, climate change is the most pressing issue of our time. But how do environmental newsrooms reach this target group through their journalism?
Master's thesis by Vanessa Kokoschka and Joelle Wörtche
3rd semester, 2021
Supervising lecturer: Prof. Dr Torsten Schäfer
Problem and initial situation
Climate and the environment are the most important and urgent issues of our time and are the focus of media coverage, particularly through climate movements such as Fridays for Future. Climate change and climate policy are not directly perceptible to many people and therefore reach them via the media. In this context, online media and third-party platforms such as Instagram, Facebook, Twitter and others are playing an increasingly important role: the 14 to 29 age group consumes content predominantly in a non-linear manner, with an upward trend (see Beisch/Koch 2021). Instagram is the most frequently used social media app in this age group: 55 per cent use the app daily (see Beisch/Koch 2021: 498). In parallel with this development in media usage behaviour and according to current scientific studies, the environment, climate and sustainability are also the most relevant topics among young adults (see Federal Ministry for the Environment, Nature Conservation and Nuclear Safety 2020; see Sinus Market and Social Research 2019, see Marks et al. 2021).
The climate crisis is becoming a key personal concern, and environmental protection plays an important role (see Shell Youth Study 2019). The latest Digital News Report indicates that this trend is continuing: young people are using social media not only for entertainment, but also to engage with issues that matter to them, including climate change (see Newman et al. 2021: 55).
This poses challenges for journalism in general and, at this stage, for environmental journalism in particular. The process of media convergence is leading to changes in the target group’s usage behaviour, which is becoming increasingly dynamic. The development of innovative online formats requires time, space and staff. These resources, in particular, are often limited within media organisations or need to be created from scratch. So how can environmental newsrooms best reach 14 to 29-year-olds with their journalistic content?
Research questions
The tendency of the young target group to obtain information predominantly online is the subject of this Master’s thesis. With regard to environmental journalism – a growing subject area and field of interest among young users – the following research questions can be derived:
RQ1: How do selected editorial teams present environmental journalism on social media to the young target group aged 14 to 29?
RQ2: What social media strategy are these and other selected editorial teams pursuing, and what have their experiences been so far?
RQ3: What challenges do these environmental newsrooms face in disseminating their content on social media, and what future potential do they see for environmental journalism on social media?
Methods
The study employs a combination of methods, comprising content analysis and guided interviews. The focus of the research is on German editorial offices: for this reason, a content analysis is first carried out based on two German media platforms, namely OZON by funk and klima.taz by taz, die tageszeitung. The content analysis takes into account both quantitative and qualitative elements, such as linguistic features. These methods are intended to provide empirically proven answers regarding publication frequency, topic selection, content preparation and journalistic quality criteria, ensuring that the content meets the needs of the young target audience.
Further experts will be consulted in subsequent interviews. Selected editorial offices were contacted that had been dealing with the presentation of their environmental journalism topics on social media for a long time. In addition, three academics, an influencer and an activist were interviewed.
Figure 1: Overview of the editorial offices examined
Results
Previous experience of the editorial offices
Instagram is the most important platform for the majority of the editorial teams examined. Facebook, by contrast, tends to be neglected by the editorial teams, as this platform is not primarily used by the target audience, but rather by multipliers such as parents. Twitter is also little used because, according to the editors, it is more likely to reach a specialist audience than interested members of the general public. Video formats in particular, such as Reels or Stories, are frequently used by the editorial teams. However, due to the brevity of these formats, it is difficult to convey complex climate science contexts, as this can lead to biases in the content.
Despite the fast pace of social media, fixed publication schedules are well received by users. Specific dates for the next post provide users with fixed reference points, even though social media use is not bound by time or place. It is also important for article conception and storytelling to have a common thread. Here, the editors observed a feedback loop: posts in the Instagram feed and in Stories reinforce one another.
In terms of content, posts with a particular emphasis on opinion generate a high level of engagement. These often concluded with a discussion question for the community. The use of dedicated moderators also has a positive effect on the channel, as they are the faces of the channel and offer users a point of identification. With regard to presentation formats, infographics in particular have proved their worth, as they can convey data and facts visually.
Challenges in implementing the social media strategy
One of the biggest challenges for editorial departments is the lack of financial and human resources. This means that only a limited number of channels can be utilised, leaving less scope for experimentation. Furthermore, this is also reflected in a lack of community management: during the period under review, a lively exchange between the editorial team and its users on social media was observed in only a few instances. However, editorial teams are aware of this shortcoming and wish to address it in future.
Some respondents also still find it difficult to define the target audience: each editorial department has its own understanding of a young target audience, ranging in age from 14 to 50. This range makes it difficult to produce content specifically for a young target audience, as many different life circumstances, needs and levels of knowledge intersect here.
The editorial teams see the algorithm as another major challenge. The way it works is not transparent and does not necessarily align with journalistic quality criteria and newsworthiness factors. Based on the respondents’ subjective assessments, it is suspected that particularly short and relatively accessible content is more likely to be displayed than more complex and longer articles. A conflict can be observed here, as socially relevant topics may receive less visibility even though they are of public interest.
In terms of content, the brevity of formats is perceived as a difficulty in conveying scientific contexts within them. Editors see a risk of content bias. Given that TikTok is becoming increasingly important as a platform, a trend towards longer and more in-depth contributions is not yet observable.
Outlook for the future
TikTok is becoming increasingly important as a social media platform for editorial teams if they wish to reach the target audience of 14 to 29-year-olds. This is accompanied by a trend towards more video and audio formats. For example, editorial departments want to offer more content in the field of moving images and also develop new podcasts.
In addition, some editorial departments hope to collaborate with other editorial departments, climate communicators or even ministries of education as multipliers. The resulting synergies should lead to an improvement in the format, as well as greater coverage.
Essentially, the editorial teams hope that their social media strategy will create a feedback loop with the linear product – if one exists. Ideally, the link between the linear and digital platforms should encourage users to engage more actively with the linear offering and remain loyal to it in the long term.
Figure 2: Cycle for the development of a social media strategy (own illustration)
Conclusion
Recommendations for action regarding journalistic practice and the development of social media strategies can be derived from the findings of this master’s thesis. These are illustrated in the figure above. Firstly, the market should be analysed to identify which climate-related journalistic formats already exist. Once one’s own niche has been identified, it is essential to define the target audience as narrowly as possible. The wider the age range, the more diverse the life experiences and needs will be. Inevitably, topics will then prove too complex for some and too superficial for others.
Next, resources must be assessed: How much staff is required? What expertise do the editors need to possess? Is there a sufficient budget available? A first draft of the social media strategy is then outlined, which serves as a guide for the final implementation. The format is evaluated at regular intervals: this is done using defined qualitative and quantitative metrics established in advance. On this basis, and taking into account the target group as well as constant monitoring of market changes, the format is iteratively refined.
This Master's thesis does not claim to be representative. Rather, it is intended to serve as a starting point for further research and discussion.
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