This post from TechSoup (a technology blog for nonprofits) looks into why one should or shouldn’t look to social networks. I think the reasons hold true for journalists as well. Check the post for full explanations behind each point.
Signs that a social networking site might work — or not work — for you
Six Signs that Social Networking Isn’t for You
1. You’re still trying to get a handle on your basic software infrastructure.
2. Your target audiences aren’t using social networking tools
3. You don’t have time to experiment with something that might not work.
4. You’re not willing to deal with technologies that don’t work as well as they could.
5. You’re not ready to invest in gaining a real understanding of the medium.
6. You want clear editorial control over your brand and message.
Opportunities in Social Networking
1. Establishing a simple Web presence.
2. Promoting specific actions or petitions.
3. Consolidating existing, unofficial social networks related to your organization.
4. Informal outreach that blends the personal and professional.
5. Researching VIPs, potential employees, and others.
6. Strengthening relationships between people who already know each other.
7. Encourage and respond to constituent feedback quickly.
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