The study seeks to find a baseline of Twitter usage of traditional media. Findings suggest that traditional media are using Twitter (a non-traditional medium) in a traditional way. The study explores why a tool like Twitter needs to be approached by journalists in ways to which they may not be accustomed. The study additionally finds that newsrooms are underutilizing Twitter's potential for audience interactivity and have not established guidelines for journalists in the use of Twitter for work purposes. Conclusions include the need for more understanding of Twitter on the part of managers, a usage of Twitter that fits the medium, rather than traditional journalism models and more study in the future so that the journalism business can stay ahead of the curve when new communication technologies are introduced.