Twitter’s profound impact on journalism not only increases the pace of the news cycle, but can influence how writers decide to deliver their stories. For example, ESPN’s Brian Windhorst once chose his lead based on the robust response to a tweet.
While only 15 percent of adults who are active online use Twitter, 31 percent of Internet users ages 18-24 use the network. This has led to ESPN identifying Twitter as an important tool for the future.
The condensed news cycle means writers have little to no time to craft a story. Sometimes, reporters even write their stories directly on Twitter, 140 characters at a time.
“It can make you look like you’re vacillating or changing your mind, when in fact you’re reporting” explains ESPN’s Adam Schefter.
Twitter causes some uneasy relationships between employees and employers, as personalities who build large followings sometimes focus more on their individual brand rather than promoting the company.
For example, Bill Simmons built his 1.75 million Twitter followers thanks in part to his prominent position at ESPN, but his Twitter home page does not mention any affiliation with ESPN. Rather, Simmons enjoys having his own brand.
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