How are newspaper companies using social media to engage and connect with their audiences? characteristics and forms of Korean newspapers’ YouTube use

The present study classifies the characteristics of YouTube use by South Korean newspapers in terms of both “local proximity” and “reported them” of news content. Several kinds of data related to news production and consumption were collected from the opening of the YouTube account to October 11, 2012. Findings suggest that news content strategies for YouTube are different across newspapers. National newspapers are likely to perceive YouTube as a new medium, whereas local newspapers tend to perceive it as an extension of the existing newspaper. The results also reveal that YouTube strategies based on strongly partisan or critical reports or oppositional parodies can work better than those providing a diverse and universally appealing range of content. Copyright Springer Science+Business Media Dordrecht 2014