From Traditional Newsrooms to TikTok: Erika Marzano’s Digital Media Journey

Social media platforms have become the primary source of news for millions of people, and the algorithms that govern these platforms are increasingly shaping the way we access information. Amidst this transformation, Erika Marzano, a leading expert in social media and journalism, offers a unique perspective on the future of news. As Audience Development Editor at Deutsche Welle and Head of Social Media for The European Correspondent, Erika has achieved significant results in the fields of journalism and social media.

In this interview, she shares her insights on how journalists can thrive in this new landscape, from leveraging social media to build personal brands to creating engaging content that resonates with audiences.

Q. How did you start your career in social media and media news, and what attracted you to this field?

A. I began my career in social media back at university. While pursuing my master’s degree in European and International Studies, I did an internship at The Jean Monnet Centre of Excellence at the University of Trento. This center promotes research and dissemination activities related to European integration for students, scholars, and the wider community. Among other responsibilities, I managed their social media, which sparked my interest in communications. This experience led me to take additional academic courses in communications and secured my first job at ICLEI – Local Governments for Sustainability, an international NGO promoting sustainable development.

However, while studying, I became interested in media. This interest deepened when I wrote my thesis on the media coverage of the conflict in Northern Ireland. Soon after, I had the opportunity to merge my interests in communications and media by joining the audience development team at DW.

Q. You work as Audience Development Editor in the media, specializing in audience research, social media strategies, and engagement initiatives. Can you tell us more about your role and how you contribute to social media strategies for media houses?

A. Audience development used to be a niche term in marketing, but now it’s a key focus in most newsrooms. It’s all about understanding what your audience needs and using that knowledge to grow your readership. There are three main areas we focus on: acquiring new members of our audience, keeping them engaged, and making sure they interact with our journalism.

We deploy test-and-learn tactics to determine the best practices and formats for promoting stories on various digital platforms.

My role, among others, involves interpreting data and analytics to measure the impact of our work and participating in format development meetings to build out stories for social platforms. I have a deep understanding of platform-specific content best practices and adapt to new platforms and strategies.

Since the beginning in 2018, I have focused on two main areas. First, Twitter/X, which has transformed from the go-to platform for media, journalists, and news to one of the most controversial platforms in recent years. Second, I address ways to cover news for younger audiences on various platforms, particularly TikTok, where I train newsrooms on effective storytelling and format strategies and support the opening of new channels.

Q. You were part of the IJP Northern Europe fellowship and worked at RÚV in Iceland. What was that experience like?

A. Aside from being able to live in Iceland for two months, which is surreal per se, this experience significantly contributed to my growth as a journalist, allowing me to become a fully-formed digital-based editor by directly penning and filming content. During my seven-week placemen, I immersed myself in digital and video journalism. The intensive nature of this period enhanced my storytelling skills and deepened my knowledge of the field.

I was involved in hands-on production of content, from writing articles to social media management, scriptwriting, filming, editing, and conceptualizing new social media formats.

This shift from the analytical and strategic focus of my role at DW to the practical and creative aspects at RÚV allowed me to develop a well-rounded skill set and broaden my expertise in the field.

And finally, transitioning from an international broadcaster like Deutsche Welle (DW) to a national broadcaster such as RÚV provided me with a unique perspective. While DW offers a global outlook and focuses on international stories, working at RÚV allowed me to engage deeply with national issues and understand the media landscape from a more localized viewpoint. This showed me the importance of national identity and local storytelling in journalism, and it emphasized how media can serve different roles in society depending on its scope and audience.

Q. Your extensive knowledge is reflected in your master’s thesis “TikTok between infotainment and GenZ.” What are the key findings of your work that you could share with us?

A. Many traditional media outlets struggle to stay relevant to their audience. However, innovative ones are turning to modern platforms and social networks to connect with new audiences, especially younger ones who rarely follow traditional news and journalism. TikTok has seen rapid growth over the past four years and has a strong Gen Z user base—a demographic that traditional media increasingly aims to reach. Several traditional media outlets have established a presence on TikTok and begun experimenting with different formats.

My thesis analyzes how the international German broadcaster Deutsche Welle (DW) uses TikTok to distribute news and content to a new, younger audience without losing its values and uniqueness. It examines in detail the communication styles and editorial tools used by DW’s various TikTok accounts. Through content analysis, I explored the video narratives, social media logic, and specific TikTok functions employed. The findings show that most accounts have, to some extent, adopted social media logic in their use of textual elements on TikTok.

Key findings from my work include the platform’s effectiveness in delivering information through engaging and bite-sized content, resonating well with Gen Z’s consumption habits. Additionally, understanding and leveraging TikTok’s algorithm is crucial for media creators to reach their audience effectively. My research highlighted TikTok’s potential as a powerful tool for news dissemination when used strategically, balancing infotainment with the delivery of factual content. Additionally, the role of journalists has evolved into that of content creators, where new audiences prefer seeing a face behind the brand, making it more authentic and relatable. This personal connection fosters trust and engagement, crucial elements in attracting and retaining younger viewers on modern platforms.

Q. What are the biggest advantages and disadvantages of using social media for journalists?

A. The biggest advantage of using social media for journalists is the ability to reach a vast audience instantly, allowing for real-time reporting and audience interaction. Social media also provides a platform for diverse voices and perspectives, enriching the journalistic narrative. Despite the widespread news-avoidance of the last few years, people all around the world are still extensively using social media to get their news and I do believe it is unthinkable for media not to be there today.

However, the disadvantages include the spread of misinformation, the pressure to publish quickly which can sometimes compromise accuracy, and the challenge of navigating constantly changing algorithms from platforms that do not care about the news.

Q. According to recent data, younger generations use social media as a source of news. What does this mean for us as media outlets? How can we leverage this?

A.  For media outlets, the increasing reliance of younger generations on social media for news highlights the need to adapt our content strategies to these platforms. It means producing more visually engaging, concise, and interactive content that fits the consumption patterns of younger audiences. Leveraging social media effectively involves understanding platform-specific algorithms, utilizing multimedia content, and engaging with the audience through comments, polls, and live interactions to build a community around our news.

Additionally, media outlets must carefully balance their reliance on social media algorithms and legislations with maintaining their own platforms, websites, and apps. While social media offers vast reach and engagement opportunities, it can also diminish the importance of traditional media platforms, where outlets have more control over content presentation and monetization. Media organizations need to ensure that they do not become overly dependent on social media channels, which can be subject to changes in algorithms and regulatory policies. By strategically integrating social media with their own platforms, media outlets can enhance their reach while retaining a solid foundation for their content and brand identity.

Q. How do social media algorithms affect the dissemination of journalistic content, and how can journalists optimize their content for these platforms?

A. Social media algorithms prioritize content that generates high engagement, such as views or watch-rate, likes, shares, and comments. This affects the dissemination of journalistic content by favoring sensational or emotionally charged stories, which can sometimes overshadow important but less sensational news.

Journalists can optimize their content by creating compelling headlines, using high-quality visuals, engaging with their audience to encourage interaction, and staying updated on algorithm changes to adjust their strategies accordingly.

Q. What are the most important trends you have noticed in the use of social media for journalists?

A. I might be biased due to my extensive focus on TikTok, but some important trends include the rise of video content, especially short-form videos on platforms like TikTok and Instagram Reels or YouTube Shorts, the increasing importance of live streaming for real-time engagement like Twitch, and the use of social media analytics to tailor content strategies.

Additionally, there is a growing focus on building personal brands for journalists, which helps in establishing trust and credibility with the audience that has lost trust in traditional media.

Q. What challenges do journalists most often face when using social media, and how do they overcome them?

A.  Journalists often face several challenges when using social media, including dealing with misinformation, navigating constantly changing platform algorithms, and managing the rapid pace of news dissemination. Another significant challenge is the competition from creators or news influencers who do not always adhere to journalistic ethics or values and might have an agenda.

To overcome these challenges, journalists can engage in rigorous fact-checking practices and use reliable sources to verify information before sharing. They should stay updated on platform changes and use social media management tools to schedule and monitor their content effectively. Building a network of credible sources and maintaining transparency with their audience also helps mitigate these challenges.

To address competition from influencers, journalists can emphasize their authenticity – they are not above their audience, but their peers – showing commitment to ethical reporting and the credibility of their information. By engaging with their audience in meaningful ways, journalists can differentiate themselves from less reliable sources. Developing a strong personal brand and fostering trust with the audience are also crucial in overcoming this competition.

Q. Can you share successful examples of how a media outlet used social media to reach a new audience?

A.  One successful example is The European Correspondent, a not-for-profit organization that prioritizes high-quality, independent journalism for its community of young readers. They use newsletters and social media to cover significant societal challenges around Europe, political shifts, and impactful ideas, such as the fight against the climate crisis, the rise of the far-right, and addressing migration issues. Their Instagram presence effectively engages a younger audience by presenting important topics in a relatable and visually appealing manner. The European Correspondent on Instagram

Another example is DW Planet A, an initiative by Deutsche Welle that focuses on environmental issues and the shift towards an eco-friendly world. DW Planet A uses TikTok to explore both large-scale systemic changes and individual actions that can help combat climate change. Their content is designed to be engaging and informative, resonating well with younger audiences who are particularly concerned about environmental issues. By leveraging TikTok’s format and reach, DW Planet A successfully educates and engages viewers on important environmental topics. DW Planet A on TikTok

Q. What are your tips for journalists who want to improve their social media skills?

A.  To improve social media skills, journalists should focus on understanding the unique features and audience of each platform. Continuous learning through online courses and workshops can be beneficial. Engaging with the audience, experimenting with different content formats, and analyzing performance metrics to refine strategies are also key. It’s important to stay adaptable and open to new trends and tools that can enhance social media presence.

Q. How do you manage the balance between entertaining and informative content on social media?

A.  It is not always easy nor always accepted, especially from traditional journalists. However, it involves understanding the audience’s preferences and finding creative ways to present information. Using storytelling techniques, incorporating humor where appropriate, and employing visuals like infographics and videos can make informative content more engaging. It’s crucial to maintain journalistic integrity while ensuring the content is accessible and appealing to the audience.

Q. Do you have any recommendations for the audience and journalists on how to deal with misinformation and fake news on social media?

A. To combat misinformation, both audiences and journalists should prioritize critical thinking and verify sources before sharing information. Journalists should adhere to rigorous fact-checking standards and provide clear citations for their sources. Audiences can use tools and websites dedicated to fact-checking and be cautious of sensationalist content. Promoting media literacy and educating the public on identifying credible information are also vital steps.

Additionally, it is important to check the sources and consider who is providing the news. Understanding the background, credibility, and potential biases of the news source can help in evaluating the trustworthiness of the information.

Q. Rapid information distribution is crucial on social media, but accuracy must not be compromised. How do you balance speed and accuracy in publishing information?

A. Balancing speed and accuracy involves establishing a robust fact-checking process and having clear editorial guidelines in place. Using a team-based approach where different members verify different aspects of the story can also help. It’s important to communicate transparently with the audience if updates or corrections are needed. Building a reputation for reliability can reduce the pressure to be first, as the audience values accurate information.

Q. How do you see the future of social media in journalism?

A. The landscape of news consumption is undergoing profound changes, driven by the dynamic algorithms of social media platforms and the challenges of maintaining audience engagement in an era of diminishing attention spans. Video consumption is evolving rapidly across platforms such as TikTok, Instagram, and YouTube. A critical question is whether young audiences can be recaptured by traditional broadcast formats through the strategic use of social videos.

In the future, I see successful journalism on social media as being highly adaptive and audience centric. Short-form content on platforms like TikTok and Instagram will complement longer-format news productions. Media outlets will need to develop strategies that not only recapture but also retain the attention of digitally native audiences who prioritize social media for their news consumption.

Drawing from what I am seeing now, it’s clear that creating engaging, platform-specific content is essential. By understanding the unique demands of each social media platform and the preferences of their users, media outlets can foster deeper engagement and build a loyal audience base. It is imperative to adapt formats to mobile phones that are centric in the life of an average news-consumer.

By doing so, media can continue to inform and engage audiences effectively amidst the changing dynamics of future news consumption.