BBC Social Media
Helping shape the BBC’s social media strategy
you define a future strategy in a dynamic area where the sands are constantly
That was the challenge faced
by the BBC at the start of 2011. The team were particularly interested in
looking at future trends and what these would mean for a national broadcaster.
Keeping it natural
We ran a
6 month study which combined several research methods and ethnographic techniques to
understand what content types people were sharing, when they were doing it and
how frequently. Diary studies, telephone interviews and shadowing were all
used, culminating in a set of findings that showed the social media world through
other people’s eyes.
To keep participants’ behaviour as
natural as possible, they were not told the research was for the BBC until the
end of the study.
on the real world
The study culminated in the creation of a series of
compelling documentaries. These not only provided a fascinating window into the
role of content sharing in people’s everyday lives, but also included insights
into future trends, including the growing trend amongst some younger people to actively
manage their own audiences, which is changing the way they live their lives…
Amongst the insights delivered to the BBC team was an
understanding of how disposable Social Networking brands are. Even before the stats
on Facebook’s declining usage emerged as a news story, our insights suggested
that they might be abandoned by significant sections of their audience.
This project brings into sharp focus just how vital it
is to know your audience.