Nordic communicators are lagging behind journalists in use of social media

PR practitioners and professional communicators at organizations and businesses are often experts in building good relations with journalists and other influencers that can help get their messages across to the target audience. Reading and monitoring traditional media has always been an essential part of the daily routines of PR professionals, we need to know who says what and where. With the strong growth in comsumption of social media, one would assume that most communicators had started to use social media by know, but according to a survey by Cision, there is still room for improvement.

Cision conducted a survey of journalists and professional communicators in Denmark, Finland, Norway and Sweden about their attitudes to and use of social media. The survey revealed that journalists are becoming heavy users of social media such as blogs and micro blogs (like Twitter), especially in Sweden. As many as 42% of Swedish journalists and 26% of Danish journalists read blogs daily. In Norway and Finland the figure is slightly lower, 19% and 16%, respectively.

53% of Swedish journalists read blogs for research and 28% say that they blog as part of their work.


Twitter is a lot more popular among journalists in Norway and Sweden, where one in four read it daily (27% and 25%). In Finland, only 4% read micro blogs daily.

17% of Swedish journalist write on micro blogs daily. When asked “how do you work with micro blogs?”, 36% said that they monitor what is written, 36% follow interesting people, 25% publish news, 21% build relationships and 21% read for research.


Among communicators, it is more common to read blogs in Sweden and Denmark, at least on a daily basis.


Communicators in Sweden and Norway are the most frequent users of Twitter.


If we compare the use of blogs and Twitter between journalists and communcators in each country, we find that a larger percentage of journalists read blogs on a daily basis. This is quite interesting because it could signal that journalists are better connected to the blogosphere than professional communicators. And if as many as 53% of Swedish journalists read blogs for research (35% of Danish and 33% of Norwegian journalists) then communicators probably should put even more focus on building relations with bloggers.





Journalists are also more frequent readers of Twitter than communicators, with the exception of Finland. If for example 50% of Norwegian journalists read micro blogs at least weekly, why are only 32% of communicators doing the same? Shouldn’t they be out there to monitor and connect with influencers on Twitter? Well, I think so. Fortunately for communicators, there are people that they can turn to for advice, namely PR consultants (yes, people like me…). It turns out, not very suprising, that the individuals that uses social media most often are PR consultants. 52% of Swedish PR consultants read blogs daily, 50% in Norway and 35% in Finland (not enough responses in Denmark). As many as 61% of Norwegian PR consultants read Twitter daily, 34% in Sweden and 17% in Finland.



Footnote: The report Cision Social Media Survey 2010 can be downloaded here.

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The Danish blog reader is a woman

A new Danish blog survey, BlogTjek 07, shows that the typical blog reader in Denmark is a 34 year-old woman, living in Copenhagen. She reads about 2-5 blogs and prefer personal blogs.

– 63 percent of the readers are women, 37 percent are men.
– 50 percent of the male blog readers have a blog of their own, while only 40 percent of the female readers blog.

More than 3,500 blog readers participated in the survey. Full report here (pdf).

For reference see BlogSweden 2 (in English), a Swedish blog readers survey.

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Jyllands-Posten apologizes

Last September, the Danish daily Jyllands-Posten published 12 drawings of the Prophet Mohammed, which sparked anger among Muslims in Denmark and abroad. The degrading caricatures were later reprinted in a Norwegian magazine (in defense of free speech), causing a boycott of Danish and Norwegian products in the Arab world. The Danish-Swedish dairy producer Arla even paid for an ad in Saudi Arabian newspapers, in order to “stop the boycott from escalating”. As of yesterday, Arla products were off the shelves in Saudi Arabia, UAE, Qatar, Lebanon, Kuwait and many other nations.

Late last night Jyllands-Posten issued an apology, not for publishing the drawings, but for the fact that the drawings offended Muslims! It’s a hazardous strategy, not to apologize for you own actions, but apologize for the reactions of the offended part. I guess the reason is that an apology for the actual publication would be seen as caving in to external pressure and in the long run a threat to the freedom of speech.

“They were not intended to be offensive, nor were they at variance with Danish law, but they have indisputably offended many Muslims for which we apologize.”

The same strategy was used in Norway:

In Norway, a foreign ministry spokesman denied media reports that the government had asked its diplomats to apologize to Muslim countries.

“We have not asked our diplomats to apologize for the publication of these cartoons, but to apologize for the agitation they have created,” she said, according to Norway’s NTB news agency.

It will be interesting to see if this apology will be enough to make this issue go away.

(By the way, maybe a pop-up for a net survey shouldn’t be what greets readers that click on the link to the apology.)

Nordic media RSS feeds

I have compiled a list of more than 80 RSS feeds for Nordic media. Included are also press releases RSS feeds. I haven’t tried all of them and can’t guarantee they are working.

UPDATE: I have added 11 feeds for alternative publication Stockholms Fria Tidning. A reflection, how come that it is alternative media and the really big giants that are experimenting with RSS, but few players “in between”, like trade publications?

Sweden: – Kurdish news

Dagens Nyheter – Top headlines

Dagens Nyheter – News

Dagens Nyheter – Business

Dagens Nyheter – Sports

Dagens Nyheter – Football

Expressen – News

Expressen – Sports

Expressen – Entertainment

Motornyheter FART – Cars and motor sports

Motornyheter FART – Cars

Motornyheter FART – Motor sports

Ny Teknik Technology trade publication

Stockholms Fria Tidning – Opinion

Stockholms Fria Tidning – “Inledare”

Stockholms Fria Tidning – Sweden

Stockholms Fria Tidning – Culture

Stockholms Fria Tidning – Calendar

Stockholms Fria Tidning – Reports

Stockholms Fria Tidning – Sports

Stockholms Fria Tidning – Stockholm

Stockholms Fria Tidning – “Synpunkten”

Stockholms Fria Tidning – TV/radio

Stockholms Fria Tidning – Foreign

Svenska Dagbladet Daily

Sydvenska Dagbladet Daily “Radical digital news”



Aftenbladet – News

Aftenbladet – Local

Aftenbladet – Norwegian

Aftenbladet – Abroad

Aftenbladet – Business

Aftenbladet – Politcs

Aftenbladet – Monitor

Aftenbladet – Commentary

Aftenbladet – Editorial

Aftenbladet – Sports

Aftenbladet – Culture

Aftenbladet – Magazine



Aftenposten – News

Aftenposten – Norwegian

Aftenposten – Foreign

Aftenposten – Oslo

Aftenposten – Science

Aftenposten – Business

Aftenposten – Sports

Aftenposten – Elite Serie

Aftenposten – Premier League

Aftenposten – In English


Dagbladet – Nyheter

Dagbladet – Sports

Dagbladet – Magazine

Dagbladet – Culture

Dagbladet – Friday

Dagbladet – Knowledge

Dagbladet – On your side


Teknisk Ukeblad

VG – Main

VG – Sport

VG – News

VG – Entertainment



Alt om København


Børsen online




Daily Rush

DR – News

DR – News (different feed)

DR – Sportss

Geek Culture

Netavisen Infopaq





Sportenkort (10 latest)

TV2 Finans

TV2 Nyhederne

Århus Stiftstidende Netavis


Helsingin Sanomat Daily, 5 latest headlines



Swedish press releases etc

IBM – Swedish press releases

IT-universitetet in Gothenburg

Karolinska Institutet – News

Karolinska Institutet – Press releases


Swedish Research News Blog