Engaging with Social Media in News and Sports

By in Graphics for News and Sports, Graphics Solutions, News Production, Sports Production

The impact of social media has been profound. For news and sports fans, it provides a richer, more interactive experience. For broadcasters it’s an opportunity to increase market share across more generations. The argument for leveraging social media is compelling, so how can it be integrated into existing broadcast workflows?


The way we consume media has changed drastically. News stories no longer break on TV at allotted times of the day, they are delivered 24/7 through digital media channels. Live sports events also take advantage of digital media to create added value for audiences by delivering extra information, or providing an enhanced viewing experience, in parallel to the traditional video broadcast. The widespread use of social media – there are now an estimated 319 million active Twitter accounts worldwide – offers a fantastic opportunity for broadcasters. They can provide audiences with a feedback channel that enables them to interact with the broadcast, improves their viewing experience and increases their engagement with the show and, by extension, the broadcaster.

Social Media Hub is a core element of Avid’s commitment to a story-centric workflow. It enables broadcasters to collect, filter and moderate user-generated and shared content right alongside their traditional ‘linear’ programming. Messages can be retrieved and instantly sent to air as a ticker, crawl, even as part of a virtual studio, thanks to seamless integration with Avid’s end-to-end graphics workflow.

Editorial teams can not only find the proverbial needle in the social media haystack – SMH connects to Twitter, Facebook, Instagram, Tumblr and Flickr – and quickly send it to air, but they also have a tool to aggregate filtered information into a single database. This data can then be incorporated into on-air graphics – for example tickers, over-the-shoulder and full-frame graphics – as well as Augmented Reality and other tracked virtual elements displayed in the studio.

The data flow can also go the other way. The editorial team can also publish content from a live broadcast to social media, not only increasing the broadcaster’s digital footprint, but also attracting more viewers to the live broadcast. For example, from the Social Media Hub pane in MediaCentral | UX they can simultaneously publish to their Twitter feed. This can be done either automatically, or after adding a moderation step. The moderator will see new messages appearing and can decide when, or indeed if, the content should be published to social media.

Social Media Hub makes it easy for broadcasters to take full advantage of the immediacy and high engagement level of social media, enabling them to provide a better viewing experience.

Graphics for News and Sports

Our blog series takes a look at the various elements of Avid’s comprehensive end-to-end graphics solution. Starting with initial graphics creation and templating, it covers integrating social media, telestration, virtual studios and augmented reality, before closing with an overview of playout and channel branding in the Machine Room.



Powerful Social Media Management for Broadcasters

Social Media Hub, a core element of the complete Avid story-centric workflow, enables broadcasters to collect, filter, and moderate user-generated and shared content right alongside their programming.



The Sky’s the Limit — Visit Avid at NAB 2017

Our blogs will cover VIP guest presenters, product announcements, and valuable insights on what’s new at NAB 2017. Don’t miss a second of the action.


As Senior Principal Product Manager for Broadcast Graphics at Avid, I am engaged with bringing the best graphic products to the market and helping broadcasters succeed in creating stunning content and efficient workflows.