Understanding how journalists use social media to research articles can be key to your PR strategy, ensuring your efforts are targeted in the right places.

Some interesting research into just how they do this has shed some useful light on how social media marketers and PR folk can best utilise the various social channels.

On average journalists use three different social media channels for each article they research. They find corporate blogs the most useful, while Wikipedia and Twitter were the second and third preferred channels, according to a new survey from global PR specialist Text100.

Interestingly, the press release is still seen as more useful information source than any social media channel.

Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, highlighting the importance for brands in building compelling content through ‘owned’ web properties.

“The ability to create timely, personalised content is increasingly valued by media who remain the single biggest driver of online discussion,” said Dan Baxter, MD of Text100. “While traditional communications channels such as press releases remain important, brands are missing out by not embracing a balanced approach across all social channels.”

The study noted that while journalists welcomed contact from PR professionals through social media, their receptiveness varies from channel to channel. While 85% welcomed contact through their Twitter profiles and 84% are happy to approached via LinkedIn, only  42% of media welcome contact via Facebook.

“Social engagement is undoubtedly playing an accepted role in the daily life of a journalist, but it’s clear that PR professionals need to remain smart about how best to approach the journalists they are targeting,” added Baxter. “Ultimately, it’s about building good relationships with the right journalists for your sector and understanding which communication channels work best for them.”

Download the full whitepaper here.

Text100 is a partner of SMWF, a leading social media event taking place on Wednesday 27 and Thursday 28 March this week at London Olympia. Dan Baxter will be speaking on “The changing role of PR in the social media environment” at 5pm on Day 1. Click here for more information.

Keep up with the conversation around the event using the Text100 TweetWall, which will deliver a real-time feed for SMWF all week.