The impact of social media on the Maltese media landscape : why social media is important for news agencies

Abstract

Purpose – The aim of this dissertation is to examine the use of social media by the established Maltese news companies.

Methodology and Approach – Semi-structured interviews were carried out in order to gather data from people within the industry. This data was corelated with existing literature and a review of the Maltese media landscape in general.

Findings – This study indicates that social media is an essential tool for news companies, as it serves as an extension to their brand, which helps them generate new forms of revenue and find new target audiences.

Research Limitations – Given that this study’s main purpose was to compare an established Maltese news company, with one which is fairly new, limitations may occur as findings in this study might not reflect or apply to the entire Maltese media landscape.

Originality and Value – Since social media for Malta is fairly new, available data is not rampant and is in fact, fairly limited especially when it comes to media companies. This study gives an analyses of an established and a new news company, both of which are thriving.