Written by Tuija Aalto, Head of Market intelligence and Social media in Yle.
Snapchat stories require an entirely new skillset from our talent. How do we tell a story “as it is” and “as it happens”? A generation is growing who expect to consume fast-paced, visually rich Stories on their mobile devices.
Users value Snapchat as a private and spontaneous messaging medium among friends. It is a place where one can be oneself. One’s digital identity isn’t as vulnerable there as it may be on Instagram, for instance.
A key question for the fourth Nordvision Social Academy in Reykjavik was, how to build a relationship with 15-25-year-olds.
Key takeaway number one: storytelling. Social media strategy should not not just be about where and when content should be published, but most importantly, telling stories in a way that the target audiences can relate to.
Yle Kioski has been able to create cross-functional teams with the autonomy, skills, and resources to lead and deliver on projects. Kioski does not aim to provide full news coverage. Instead, they pick up some big stories and offer a narrow angle to the chosen issue. Just how the story is told, makes a world of difference.
Listen, to engage
Project Z team at SVT begun by spending most of the time listening. Engagement with the audience is sometimes perceived as too time-consuming. Perhaps that is because too many things are attempted at the same time, suggested Anna Bylund, Producer, and Maria Karlsson Thörnqvist, Project Manager Youth, who presented Project Z.
Their intention was to create a deep understanding of the life and concerns of teenage girls.
A relationship with the target group was created by listening. It had become clear in the initial interviews that the group had a strong need to be heard. Listening was made visible by posting quotes of the answers on Instagram. Also, everyone was replied to.
Kioski producer Nora Kajantie says that an important part of their journalism happens in the comments section.
Key takeaway number two: arrange the work to make time for listening and interaction.
How to be personal?
Talents building a following on the new platforms should let their personality and unique skills shine bright.
The Snap Host of the X Factor had some X factor himself, said Søren Bygbjerg, producer, X Factor digital. In addition to flirting with the viewers as he was performing on the little screen, he would drop in an occasional drawn illustration!
Ingrid Tinmannsvik, NRK news journalist, told about the first steps taken by NRK with the US elections on Snapchat. First, suitable staff members were identified to experiment with Snapchat storytelling. A personal touch was required to find a way to approach serious and important issues in an environment most used for having fun.
In addition to the teams traditionally working with children, all the other genres’ teams gradually begin interacting with underage audiences, too. As it the case more often, no record is left of the one-to-one communication, how do we ensure that our work adheres to high ethical standards?
Key takeaway number three is about management: Make sure no staff member is left alone but provided with support in interacting with young audiences.
Why meet? It’s all about trust
Really the most important function of face-to-face gatherings is making new connections and reinforcing existing ones. Knowing who is the person in the other PSM dealing with the same issues as you are, so it is easy to quickly ask for and offer advice as the issues arise.
Creating trust and empathy by playing with new ideas together. That speeds up learning.