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06 social media adv progr
1. European Broadcasting Union Master class
News and Social Media
Advanced
Programme
14 – 15 June 2010
EBU, Geneva, Switzerland
2. Master class
The trainer: Justin King, Newsleader Media Consultancy, UK
Justin Kings has 20 years experience of presenting, reporting or editing news and talk
content.
At the start of this year, Justin launched his own company offering coaching, consultancy
and training services to news and talk radio. Newsleader media consultancy has worked
with clients in the UK and Europe including BBC Radio 1 Newsbeat and Czech Radio.
Master class outcomes:
– Learn how to build a social media strategy in your news room.
– Be inspired by new ideas of how to use social media tools in your news room.
– Understand how to efficiently integrate social media into news room work flow.
– Explore how to impactfully cover large scale news events using social media.
– Understand the key ethical issues of adopting social media within a news broadcaster and appropriate measures to
help limit these risks.
Day 1 – Monday 14 June
13:00 – 13:30 Welcome coffee
Introductions and objectives
Ice breaker – your first experience of social media working effectively in your newsroom.
13:30 – 14:45 Module 1: Social Media Strategy
– Exploring how social media can benefit a news operation through examples of strategies.
– Challenging participants to start planning the strategy for their news team / programme.
Objectives:
– Understand the benefits social media can offer a news operation.
– Realise the importance of a strategy for using social media.
– Understanding how to plan such a strategy.
14:45 – 15:00 Module 2: Show and tell (part 1)
Participants share examples of how social media is being used at their broadcaster.
Objectives:
– Learn creative new ways of using social media tools.
– Explore the real benefits, limitations and lessons learnt in the field and in newsrooms.
15:00 – 15:15 Coffee break
15:15 – 16:00 Module 3: Big stories – Cover It Live, Facebook Connect
– Discussing how participants have covered big stories using social media.
– Exploring tools such as Facebook Connect and live blogging tool Cover It Live which can pull in
tweets, You Tube videos and web links.
Objectives:
– Understand how social media can contribute to effective coverage of a big story.
– Learn about key tools such as Facebook Connect and Cover It Live.
– Understand the risks of launching social media activity around big events.
16:00 – 16:15 Show and tell (part 2)
3. Master class
16:15 – 17:00 Module 4: NPR ‘s social media experience
Guest speaker: Andy Carvin, senior strategist, NPR
Andy Carvin, Senior strategist at NPR, Online community organizer since 1994 and former director
of the Digital Divide Network will tell us about his and NPR’s extensive experience with social
media.
17:00 – 17:15 Show and tell (part 3)
17:15 – 17:30 Summary of Day I and look ahead to Day 2
19:00 Brainstorming dinner at the Café de la Mairie
21:30 End of Day 1
Day 2 – Tuesday 15 June
09:00 – 09:15 Review of Day 1
09:15 – 10:45 Module 5: Integrating social media into your newsflow and
exploring the tools
– Who should be using social media in your newsroom.
– What are the tools to help integrate social media into your workflow.
– Demonstrating Tweetdeck.
Objectives:
– Understand the value of social media to key news room roles.
– Identify key tools such as Tweetdeck, Twellow, Help A Reporter Out etc.
– Learn how to use Tweetdeck to aggregate social media accounts and provide a real time feed.
10:45 – 11:00 Module 6: Elections, young audiences and Social media
Guest speakers: Dorien Rozing and Donny Gieskens, part of the NOS Nieuws Team,
NOS, the Netherlands
Discover how NOS in the Netherlands has engaged its young audience about the elections using
Facebook.
11:00 – 11:15 Coffee break
11:15 – 11:30 Show and tell (part 4)
11:30 – 12:45 Module 7: The Ethics of Social Media
Guest speaker: Nick Walker, Associate, Lewis Silkin, UK
Including video highlights of Alex Thomson, Channel 4 News, UK
– Group discussion about the risks and dangers of social media. (personal views vs. editorial line;
social networking blurring the line between personal and professional; reliability and accuracy of
contributions, etc; additional time & resources needed…)
– Explore existing guidelines.
– Practical exercise to test understanding.
Objectives:
– Understand the key ethical issues and risks of using social media in news.
– Create an awareness of existing advice to journalists.
12:45 – 13:00 Key take-aways and evaluation
13:00 End of the Master class
