agility. Social media must feel immediate otherwise you are
completely misusing the platform. Another one is talent. It is
important to understand how talent can help you either get a
fast start or a lot of impact very quickly. It’s important to
understand the difference between qualitative and quantitative.
For example, in rugby, I might find it very relevant to read
what Austin Healey thinks about a game in a tweet, I might not
find John from Devon relevant. But I am interested to know
what the millions of Johns from Devon think on the whole,
expressed as a percentage if you like. Broadly speaking, if you
get those three areas right on social media
you can own it.
Rugby is a very good example. In our
live Wednesday show
Rugby Tonight
there
are at least two big pieces given over to
social media. One is a look at what the
players have been tweeting and another
one is a bit of audience outreach where we
are asking for their opinion on an open‐
ended question. And then we are setting
up what we want from them during the
week as well. You have a build‐up, you
then have your content that happens
during the show, and then you have your
ramp‐down which leads up into the next
show. You are continuing your
conversation all the time. It is fatal to just
do something during the show. Your big spike should be
immediately before and immediately afterwards. If those are
not your biggest spikes then you are doing something wrong.
It just means you need to have a staff with the skill set to
deliver that. It all comes back to serving your audience. We are
not trying to make our audience go on Twitter, they are already
there. We are just taking advantage of that and helping our
brand spread across it. At the same time we are getting free
content from it as well. That 3‐4 minute section of free content,
looking back to the days before Twitter, would have meant two
to three days’ work for a producer. There is a good argument
that good use of social media is a very economical way of
producing engaging, agile, up‐to‐the minute content.
What’s ahead?
[AP] How do we follow BT Sport and Commonwealth Games
this year? We are in this transition from being a production
company to a media company. A media business has a long‐
term vision and a game plan to continue to support innovation
and new technologies, so we have to take on more capabilities
and in essence move up the value chain a bit.
Thank you, Andrew Piller and James Abraham.
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We are not
trying to
make our
audience
go on
Twitter,
they are
already
there
“
”
