Cision Study: Gig Economy Media Reporting Disconnected from Worker Reality

Small Business & Entrepreneurship

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BreatheRight_QuarterlyTargeted_2011-12 Analysis of News and Social Media The Vulnerability of the Independent Workforce Delivered August 5, 2016 Copyright ©2016 Cision. All rights reserved. ‹#› 1 Objectives The Rockefeller Foundation would like to better understand how the independent workforce is covered in mainstream media and discussed in social channels to better understand media perception around the topic and obtain key findings to inform strategy, and drive tactical decisions. Specifically: How is the independent workforce covered in mainstream news and blogs? What themes emerge organically in coverage and online discussion? What influential voices surface in news and online discussion? How has discussion and coverage shifted over the past year? How do independent workers feel about their shift to working for themselves? Are there particular audience profiles that surface in discussion that warrant further research? About this Report Copyright ©2016 Cision. All rights reserved. ‹#› 2 Approach English-language searches were constructed to capture news and social conversation related to the independent workforce in the US. For news and blog content, the searches captured references to the independent workforce at large. Searches for the social media analysis leveraged first person qualifiers to ensure that the queries returned personal accounts of members of the independent workforce to help analyze the voice of this group. A 1% sample of Twitter discussion was used for the analysis as comprehensive historic data was not available for collection. LexisNexis data was included in the analysis of overall news and blog content, but was not included in the analysis of topic and tone. Reporting Time Period July 1 2015 through June 30,2016 About this Report (continued) Copyright ©2016 Cision. All rights reserved. ‹#› 3 The Independent Workforce At-A-Glance Negative Discussion Drivers Among Independent Workers 10% Taxes 9% General Worry 7% Insurance 4% Asking Questions 3% Unemployment 1% Not Earning Enough 1% Loneliness 1% Hourly Rate