When I saw Danish broadcaster TV2 Østjylland’s innovative meme-driven Instagram strategy to reach younger audiences, I immediately wanted to know more. So I spoke toHead of News Louise Petterson and Art Director Kristine Helms to find out how the organisation took on the challenge of a new language on a new platform — and what they have learned along the way.
With TV audiences ageing and public service broadcasters struggling to retain mass appeal, many news organisations have looked to new platforms to reach younger audiences. At TV2 Østjylland, Instagram was part of the mix — but they were acutely conscious that the organisation could no longer rely on traditional approaches to storytelling that journalists were used to.
“We couldn’t take a TV narrative and just put that onto Instagram or Facebook,” explains Louise Petterson. “We had to define a new narrative, a new way of communicating with a younger audience. Continue reading →
#Patricia started shyly trending in Mexico on Wednesday, October 21st, when it was simply one more tropical storm in the 2015 Pacific hurricane season.
By the end of the day it was 49th on the list of Twitter trending topics among Mexican users – who like many people around the world were busy celebrating #BackToTheFutureDay.
In the days that followed, however, the storm evolved into a terrifying category 5 hurricane that hit Mexico late on Friday, October 23, generating all kinds of interest, as the following graph from Google Trends shows:
Google search for terms linked to Patricia in Spanish: tropical storm (blue) and hurricane (red). Info: Google Trends.
These are some of the highlights of what happened on social media during the hurricane days: Continue reading →