Day 1

INTRODUCTION (Day One – Morning)

Discussion/Brainstorm (1 hour)

  • Definition of social media
    • Explain how the increase in production/distribution of information moves the media industry from information scarcity to information overload
    • Explain how it triggers amateurization of publication and the audience involvement in information production/circulation
    • Blurring frontiere between professionals and amateurs
  • Why ‘real’ people and their views should matter to you
  • What’s the advantage for broadcasters to use social media?
    • Nadene will show the World Have your say site.
  • Ethics – privacy issues, (issues like female presenters on FB – this can be seen by organisations as too risky, privacy issues, consent forms etc)
  • From competition to complementarity between social media (user based) and traditional media (journalist based)
  • What are the most visited websites in Pakistan ?
    • How do media and social media rank in this list ?

Trainer: Nadene to lead brainstorm – supported by Nukhbat/Jun)

To understand why social media can help broadcast organisations
To give a good grounding in privacy/ethics
To overcome the perception held in Pakistan that real people don’t know anything therefore have no news value
To showcase the growing importance of social media in producing/distributing information online

SESSION ONE (Day one – Morning)

Searching and how we read on the web

Interactive lecture – (time taken – 45 minutes)
Reading on the web is different and imposes constraints. The news publisher write for the reader and for search engines. How does the user behave ? How does search engine behave ? Why search engines are key for online publishers ? How does search engine change the way people consume information ? What are the different ways for people to visit a website ?


  • Know how to use google services, google operators and advanced search
  • Understand the difference between google (pagerank, keywords) and facebook (edgerank, profiles and social network) way of sorting information
  • Explain how reading on the screen / the phone changes the writing
  • Introduce how social media changes the writing

Blogging and how to write for the web

Interactive lecture with practical exercise  –  (time taken – one hour for lecture, a short practical exercise could be another 30 mins.  Jun, I can do a short practical here or we can leave it and they can practice this in your later session where they set up the word press or FB pages? They practice what we just taught them. Or we can do a very quick practical exercise here before they set up the pages which will reaffirm the set-up exercise which comes later)
This will cover writing styles for FB and blogs etc, and reaffirm the importance of the 5 Ws – just because it’s on the web it doesn’t mean you can let standards slip!
Examples to be shown/discussed. Nukhbat looking for good Pakistan blogs and you tube videos by citizen journalists that created either a big news story or a national debate.
Show how mainstream media use blogs on their home page. Why is it interesting/important for a media to host blogs ? Why is it important/interesting to relate with/collaborate with bloggers.

Trainer: Nadene/Nukhbat)


  • Adapt writing to readers and search engines behaviour
  • Teach different writing styles for different tools
  • Reaffirm the importance of facts/research/core journalistic skills within any social media output
  • Learn through positive examples
  • Understand the importance of blogging
  • Know how to find and evaluate a blog/bloggers’ influence

SESSION TWO (Day one – Afternoon)

Online Toolbox for Journalists

Monitoring topics and events on the web and social media:

  • Set up Google Alerts
  • Understand, find and create RSS Feeds
  • Search on Facebook, understand the difference between page, profile, group
  • Search and monitoring on Twitter, writing constraints
  • YouTube

Blending it together :


  • To teach a range of tools useful in day to day work.
  • To use these tools with examples that will enhance awareness of the circulation of information on the web and social media


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