Promoting synergies between media outlets and social networks in French speaking Africa
Calendrier : July 2017- September 2018 / Budget global : €600,000
Nowadays, traditional African media outlets are faced with the migration of their audiences, particularly younger people, to the internet and social networks. Faced with this reality, they have to diversify their digital strategies quickly in order to provide more interaction with their public and possibly new sources of monetisation.
For 18 months, Media 360° supported 15 African media outlets – from Cameroon, Congo Brazzaville, Benin, Burkina Faso, Madagascar, Mauritania, Niger and DRC – in the development of new editorial strategies on social networks. In 2018, each editorial team received custom on-site support from an expert who made recommendations tailored to the ambitions and requirements of each media organisation for social networks.
“With the production and publication of texts, photos, videos and audio during the training week, the radio station immediately provoked reactions from its followers on Facebook. It is clear that there is a high demand for original content in the local language”.
Robert Bourgoing, journalist and CFI expert.
Statistical analysis of the presence on social networks
In October 2018, the closing seminar of the project brought together all of the participants to share experiences and take stock. The journalists were able to gain deeper knowledge on subjects of their choice, such as web writing, visualisation, verification of information or mobile video, whilst the managers of fifteen media outlets followed a training course on the statistical analysis of the presence on social networks. In total, 47 journalists and media managers were trained in 2018.
At the end of this support, the team from Radio Mampita, for example, noted an increase of 316% in “Likes” on its Facebook page, with a total range of 33,983 people reached by its publications every month. The general assessment of the fifteen media outlets, established on the basis of audience and engagement indicators, also led the managers to reflect on a road map for the future. The sharing continues via the exchange groups launched by the beneficiaries.
“Thanks to Media 360°, we have gained a better understamding of the need to produce content on social networks, but also how to use these networks to improve our reputation and to bring us closer to our community”.
Nyemba Godelive, chief editor of the magazine La Guardia in Lubumbashi (DRC)
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