Review Your Social Media Strategy for News with RTBF


News is at the heart of public service media. Social media, regardless of the platform, has been around for more than 15 years. During that time, public service media have worked hard to integrate social channels into their news production and distribution. A recent report published by EBU MIS showed that it is in news that EBU Members have created the most social media accounts. It is through these channels that they strive to engage audiences in new ways.

Join this e-Master Class, co-created with RTBF, to review how it is possible to effectively integrate social media in your newsroom in a strategic manner whereby you organize resources, prioritize measurable objectives, select the most relevant platforms on your market and present content in the most engaging way. Discuss the skills required to support teams of social media experts who can adapt to the constant transformation of the social media landscape.

Faculty member Justin kings, together with RTBF colleagues, will explore how the news teams have found ways to steer audiences towards TV, radio and web platforms with the use of social media channels. Following this, you will discuss ways to benchmark your own social media strategy in news and identify areas for further development.

Who it's for

  • Audience Development experts
  • Social Media managers, editors, coordinators
  • Heads of Social Media Strategy
  • Heads of News

Guest Speakers

Aline De Volder, Social Media Coordinator News, RTBF
Aurélie Fogli, News Editor for Instagram and Facebook, social journalist, RTBF
Nicolas Portnoy, Head of Operations and Organization, RTBF

Skills Learnt

Business: Review how to build a successful and regular social media presence in your news on a day to day basis
Audience needs: Review how to connect with diverse audiences through news content on social media 
Digital newsgathering: How to use social media as a newsroom source
Editorial: Review the best content and formats for social media users 
Innovation: Learn from RTBF how to develop an experimentation culture in the social media team, and more broadly, in the newsroom 
Strategy: Review how to develop an effective social media strategy in news that includes measurable objectives. Assess the strengths and weaknesses of your social media strategy in news.


Trainees will be asked to create a model for building a sustainable social media strategy and news for their organization 


Tuesday 10th May 2022: 10:00 to 12:30 CEST
Wednesday 11th May 2022: 10:00 to 12:30 CEST
Friday 13th May 2022: 10:00 to 12:30 CEST

Course Outline

Day 1:
Module 1: Social Media & Public Service News - Integrate the key trends to shape the right strategy 
Module 2: Social Media and News strategy at RTBF - The journey. Review and experience 
Exercise: SWOT analysis of your Social Media strategy 
Module 3: Social Media and News strategy at RTBF - The “why” and measuring it. Review and experience

Day 2:
Module 4: Running social media in RTBF newsroom 
Module 5: Social storytelling l Lessons learned at RTBF 
Module 6: The “10 ways” to engage News audiences with social model 

Day 3:
Module 7: Reaching young & diverse audiences with News on Social Media at RTBF 
Module 8: Moderation Best Practice Model 
Module 9: Planning for the future - How does RTBF plan for the next “big thing”