Give traditional TV shows a new life with social media

In this course, you will look at how TV broadcasters and filmmakers are using social media to grow audiences and increase interest in their programmes.

We will examine what drives social media content and how to plan for your own social media success by reaching out to new audiences or meeting specific aims.

We will consider how the production set up and format of your programme, from live magazine show to a pre-recorded documentary which may be finished long before transmission, may impact your social media strategy.

Starting from scratch, you will finish the course having considered all of the key elements that contribute to successful social media activity, putting together a strategy for either a real or imaginary project, with help from the former head of social media for BBC Television.

Who it's for

  • Programme/filmmakers – e.g. producers, editors, researchers, execs
  • Social media/Community managers
  • Those wanting to enter the TV/filmmaking industry
  • Newcomers to the TV/filmmaking industry
  • When possible, it is recommended that participants come in teams of two (one producer and one social media expert) and with their own project to work on

Skills learnt

  • Audience: Understand how your current and potential audience are using social media and how you can reach new people through your social media activity
  • Business: Understand the business objectives that TV and filmmakers often have around their social media accounts
  • Editorial: Understand how to plan and finesse your editorial proposition to speak effectively to your audiences, increasing your relevance and connecting with new people
  • Innovation: Learn how broadcasters and filmmakers are finding new ways to be creative via social media
  • Safety: Learn how to avoid social media emergencies
  • Social: Learn about all of the key aspects to consider when planning social media activity around broadcasts
  • Storytelling: Understand how you can effectively tell stories around broadcasts through social media activity
  • Strategy: Learn about all of the key areas critical to building a strong social media strategy either before you start or after accounts have been launched

Course objectives

  • What makes content shareable
  • Different types of social media content
  • Different formats that work well for TV and film – storytelling via social media
  • Thinking about specific audiences
  • Planning for success
  • Resourcing
  • Knowing your aims
  • Analytics
  • Avoiding emergencies


Day 1: from 12:00 to 18:00 (including sandwich lunch)
Day 2: from 09:00 to 13:00

Content outline


Module 1: Introduction – Why TV shows and films need social media?
  • Lecture, discussion + examples
Module 2: What potential audiences can you reach with social media?
  • Impact of Social Media versus traditional viewing audiences
  • Principles + exercise
Module 3: What makes social media activity that people love?
  • A look at content, frequency, style, platforms and how to make the case for commissioners & production teams
  • Principles and two exercises


Module 4: Planner – Planning your social media
  • The whole plan, including editorial plan, production set-up, tone of voice, target audience, stakeholders and more
  • Resources and teams
  • Exercise
Module 5: Telling stories: Social media content that works for broadcasters and filmmakers
  • Principles and exercise
  • Social media can tell a new story around the show. This is not necessarily easy because often TV shows are considered the jewels on the crown. It is all about grabbing people's attention in a second, micro-stories around the show and master social media storytelling
Module 6: Build your audience & online community, measure your success
  • Measuring social media success using metrics which relate to engagement, distribution, participation and extension
  • Measuring audience age, dwell time and other metrics you should be looking at (while being nuanced about it
  • Principles and exercise
Module 7: Reviewing the strategy for your own programme
  • Lecture, exercise and review of peoples’ plans
  • Summary and takeaway: Rules of social media for TV and filmmakers

Equipment needed

Smartphone, tablet or laptop with access to social media platforms



Audience Business Editorial Innovation Safety Social Storytelling Strategy


14 - 15 févr. 2019


RTVE Institute
Carretera Dehesa de la Villa Nº 14
28040 Madrid

Date limite d'inscription

13 févr. 2019

Détails concernant l'inscription


  • 1st participant: EUR 750
  • 2nd participant from the same company: EUR 562.50 (25% discount)
  • Additional participant from the same company: EUR 375 (50% discount)

The price include tuition, course materials, a sandwich lunch on day 1 and coffee breaks. It does not include any other meals, travel or hotel costs.

Payment and cancellation policy


Participants are responsible for their own accomodation, EBU Academy does not make hotel reservation.

Langues de travail


Partenaires et Sponsors



Hélène Rauby-Matta
Responsable Développement - Formation des Membres
+41 22 717 24 21

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