Couldn’t have said it better myself — a portion of what Liz Heron, social media editor for the New York Times, told Poynter’s Steve Myers about whether reporters should use Twitter to break news before it appears on the Times’ own website:
“Encouraging individual journalists to use social media for reporting is a key part of our journalistic strategy and an important part of our future success as a news organization. … If our staff uses social media well, it only serves to enhance our journalism as a whole.”
The question to my mind is what constitutes using social media well, and I would say it’s making your newsroom known as the go-to place for news that’s relevant to your community (whether that community is oriented to a place or a topic) and helping drive traffic to where your full stories appear, whether that’s in print, online or on the air. Certainly breaking news via Twitter can build the reputation of delivering news fast; whether it also drives traffic depends on how you follow up after those initial tweets — send a link, refer to details that will appear in the paper or on the air.
Having said that, know what your boss wants and expects. I don’t sign your paycheck.