| This research explores the role of social media use in a traditional newsroom by examining how reporters and editors use social media tools, particularly Twitter and Facebook, in their day-to-day work activities. It uses the theoretical framework of organizational culture to understand how social media is used in story generation, source development, and promotion of news stories.;The researcher used a case study consisting of nearly four weeks of newsroom observations, nineteen interviews, and the analysis of more than 400 tweets from The Metropolitan Post, a newspaper in the American Midwest, to understand how the newsroom's culture was changing as a result of social media use. The research identified that the culture of this particular newsroom was not changing due to lack of leadership, communication, and a clear understanding of how to use social media. |
