Don't Tweet This! How journalists and media organizations negotiate tensions emerging from the implementation of social media policy in newsrooms

Journalistic use of social media for sourcing, distribution and promotion of news comes at a time when the newsroom itself can be said to be in a state of “transition”. Previous research about social media and journalism has focussed on the transition of journalistic practices to the “social media age”, but less attention has been given to the ways in which new workplace relationships might contribute to a social media-enabled newsroom. It is thus important to analyse the policies and procedures different media organizations have implemented to integrate and regulate the use of social media in their newsrooms and how this might impact on news production and dissemination overall. The aim of this paper is to compare and critically analyse social media management policies and procedures in Australian newsrooms, as well as the relations between various editorial staff, to manage its introduction into journalistic practice. Based on 25 qualitative research interviews with editors, social media managers and news media staff from major Australian media companies, this study also reflects more broadly on the potential conflicts created by the regulation of social media use in newsrooms and how various personnel respond to them.