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AUDIENCE ENGAGEMENT THROUGH SOCIAL MEDIA ACTIVITIES

Estimates & Committees
Scott Ludlam 4 Dec 2009

Senator Wortley asked:
Following up from a question in the May budget estimates on the development of audience engagement through the new social media activities such as Facebook and Twitter, how are they
progressing?
Answer:
In recognition of the need to engage more deeply with audiences, SBS intensified its focus on audience engagement in 2009 with the creation of an engagement marketing team dedicated to
building communities of audiences and growing SBS's direct marketing activities. The engagement team provides a connection between SBS's direct marketing activities and new social
media tools.

Key to this new focus has been the effective utilisation of social media channels, and the development and implementation of a social media strategy for SBS. SBS considers these channels as critical for establishing better connections with sophisticated and diverse audiences who are looking for online tools to engage with SBS content. However, SBS does not receive any appropriation for its online activities and has to assess its priorities on this basis.

SBS is working to develop communities around the SBS brand through an SBS Facebook fan page. SBS also successfully uses Facebook fan pages to engage audiences around key genres such as sport with Cycling Central and The World Game, and SBS's current affairs programs Insight, Dateline and Living Black. A similar approach has been taken with Twitter. SBS has developed an SBS Twitter account which focuses on SBS from a brand level, and has also developed Twitter accounts dedicated specifically to key genres such as SBS Food, SBS Documentaries, SBS Film, Cycling Central and The World Game. For priority programs that already have an established community SBS has created accounts such as Eurovision, Dave in the Life and ADbc to capture the audience and add value to the program engagement.

SBS is also integrating Twitter into SBS Radio programming, launching accounts for three programs - Alchemy, Croatian and Dutch (with more in development) - enabling SBS to connect
with youth audiences.

Senate Standing Committee on Environment, Communications and the Arts
Answers to Senate Estimates Questions on Notice
Supplementary Budget Estimates Hearings October 2009
Broadband, Communications and the Digital Economy Portfolio
Special Broadcasting Service Corporation
SBS Facebook properties
• SBS Six Billion Stories and Counting
• Cycling Central
• Dateline
• Insight
• Living Black
• The World Game
SBS Twitter properties
• SBS Six Billion Stories and Counting
• SBS Documentaries
• SBS Film
• SBS Food
• SBS Radio - Alchemy
• SBS Radio - Croatian
• SBS Radio - Dutch
• SBS World News Australia

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