How to get ahead in sport with social media

Social media plays a central role in the way in which sports people, clubs and federations together with fans and audiences, interact and receive updates. Navigating this complex social media ecosystem requires agility and creativity as algorithms and tools keep changing while features and possibilities continue increasing.

This Master Class follows on the session held at BBC Sport last September. It is co-organized by our hosts, SVT Sport, and will focus on how a smaller public service media organization is making the best of its resources to develop lasting relationships with its audiences, notably through its winter sports coverage.

Participants will learn about the social media strategy at SVT. They will explore how to maximize Facebook and Instagram usage and then brainstorm over some of the biggest forthcoming events, including the FIFA Women's World Cup.


  • Digital sports managers, editors, producers, journalists
  • Social-media and community managers


  • Audience: Understand how sports fans are accessing social-media content
  • Digital news-gathering: Maximize the potential of user-generated content
  • Social: Encourage debate (including moderation best practices)
  • Strategy: Maximize rights and develop partnerships with social-media platforms


  • Learn about the social-media strategy operated at SVT Sport.
  • Explore how this strategy was translated into action during the coverage of two international winter events held in Sweden this year.
  • Outline the common criteria for engaging with social media in the area of sports.
  • Explore the core elements of a successful Instagram sports story.
  • Discuss how to best use Facebook in 2019.
  • Plan new social-media content for this year, including the FIFA Women's World Cup.


Day 1: from 13:00 – 18:00
Day 2: from 09:00 -13:00


Not mandatory: a tablet or laptop with access to social media platforms



Audience Digital newsgathering Social Strategy


08 - 09 avr. 2019


SVT, Stockholm, Sweden

Détails concernant l'inscription


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

The price includes tuition, course materials and coffee breaks. It does not include any other meals, travel or hotel costs. 

Payment and cancellation policy


Participants are responsible for their own accommodation during the visit. Please contact the hotel of your choice directly.

Please see the list (in pdf) of some suggested hotels by SVT.

Langues de travail


Partenaires et Sponsors



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

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