Cambridge Technicals Level 3 Digital Media U06 Lesson Element 1

Lesson Element

Unit 6: Social media and globalisation

LO1: Understand how online and social media products are used

Social media and television

Instructions and answers for tutors These instructions cover the learner activity section which can be found on page 4. This Lesson Element supports Cambridge Technicals Level 3 in Digital Media.

When distributing the activity section to the learners either as a printed copy or as a Word file you will need to remove the tutor instructions section.

The activity As part of the Unit, learners will need to be able to plan a social media campaign. As part of this learners will need to analyse existing, successful campaigns and assess the impact of the social media channels used.

One of the most accessible ways that tutors can show learners how social media is used successfully to promote products on a daily basis is by deconstructing the use of primetime television programmes and the use of social TV.

The lesson will support learners’ understanding about the ways in which social media can be used by media producers to engage and involve audiences in the marketing process. It will also allow learners to analyse the impact that using social media, with specific reference to television and social TV, can have on the success and direction of a media product.

Suggested timing 1 hour

ABC – This activity offers an opportunity for English skills development.

Version 1 1 © OCR 2016 Activity 1: Use of social media for TV The tutor will begin by outlining what ‘social TV’ and ‘second screening’ are. According to commentator Alka Marwaha (2009), watching TV is increasingly being integrated with social networking, via screens such as the smart TV, smartphones, tablets and laptops. This allows people to watch videos and chat about them together regardless of their geographic location.

Task 1 As a starter, tutors can give learners the following online BBC Click video article ‘The phenomenon of two screen viewing’ to read: http://news.bbc.co.uk/1/hi/programmes/click_online/9640887.stm

Tutors can also give learners Sky’s social TV infographic: http://www.liberatemedia.com/new-second-screen-research-points-to-huge-opportunity-for- marketers/

Tutors may ask learners to then pick out from the two resources at least five points about the changes to contemporary television viewing.

Task 2 Learners will then be required to work in small teams to think about the ways in which they use social TV and second screening.

They are to pick one television programme and conduct research on Twitter, Facebook and Instagram into how the television programme is promoted via social media channels and how the audience is encouraged to interact one week before it is broadcast on live TV. Learners can use www.barb.co.uk to access viewing figures.

Learners can bring in their personal experiences to support any analysis and they are required to present findings to the class in presentation format with images.

Learners will require:  Access to the suggested social media channels Twitter, Facebook, Instagram  Access to BBC Click and SecondScreen.

Activity 1 requires learners to: 1. Read the BBC Click article and the Sky infographic. 2. Pick out five points from the articles that support the theories of social TV and second screening. 3. Conduct research into how social media is used to promote one TV programme. 4. Present findings to the class that demonstrate how the chosen programme incorporates principles of social TV and second screening.

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Version 1 4 © OCR 2016 Lesson Element

Unit 6: Social media and globalisation

LO1: Understand how online and social media products are used

Learner Activity

Social media and television The lesson will help you understand about the ways in which social media channels are used by television companies to engage and involve audiences in the marketing process of the programme. You will learn the key terms ‘social TV’ and ‘second screening’. By conducting research you will gain the opportunity to analyse the impact that using social media, such as Twitter, has on the success of the programme.

Your task is to:

1. Read the BBC Click article and the Sky infographic. 2. Pick out five points from the articles that support the theories of social TV and second screening. 3. Conduct research into one TV programme of your choice that uses social media to promote it. 4. Present findings to the class that demonstrate how your chosen programme incorporates principles of social TV and second screening.

Task 1 You are required to access the following resources online.

BBC Click video article ‘The phenomenon of two screen viewing’: http://news.bbc.co.uk/1/hi/programmes/click_online/9640887.stm

Sky’s social TV infographic: http://www.liberatemedia.com/new-second-screen-research-points-to-huge-opportunity-for- marketers/

You are then to use the two resources to pick out at least five points about the changes to contemporary television viewing based on the concepts of social TV and second screening that you have discussed with your tutor. Learners should present their ideas to the rest of the class.

Version 1 5 Copyright© OCR 2016 © OCR 2015 Task 2 You are required to work in small teams and think about the ways in which they have used social TV and second screening. You are to give specific examples from personal experience. These might include, for example, Tweets made during programmes such as X-Factor or Made in Chelsea, or during live episodes of Coronation Street or Eastenders.

You are then to pick one television programme and conduct research on Twitter, Facebook and Instagram into how the television programme is promoted across a range of social media channels and how viewers’ audience are encouraged to interact one week before your chosen programme is broadcast on live TV. You can use www.barb.co.uk to access viewing figures and you are expected to comment on whether you believe social TV had an impact on success, audience reach or enjoyment of the viewing experience.

You can bring in your personal experiences to support any analysis and you are expected to present findings to the rest of the class in presentation format with images.