ABU webinar highlights the importance of social media for broadcasters and community building

The Asia-Pacific Broadcasting Union (ABU) Media Academy hosted its first webinar of 2026 on 15 January 2025 with a session on social media for broadcasters and community building, welcoming 125 participants from across the Asia-Pacific region. Daniyar Tussupbek, Head of ABU Media Academy, explored how social media has transformed from a promotional add-on into a strategic space where trust, identity, and community are formed, emphasising that mastering this digital environment is now essential for broadcasters seeking relevance, connection, and long-term loyalty.

Drawing from his experience in television and media leadership, Mr Tussupbek outlined three core pillars for effective social media engagement: unlocking on-air talent as brand ambassadors, turning content into conversation through dialogue and reflection, and building loyalty through consistency and relevance.

He stressed that anchors, journalists, DJs, and social media managers must work as one one movement, constantly experimenting and adapting to daily shifts in audience behaviour. "Social media is everything. It is a friend, a companion, and an additional source of various possibilities," he noted, explaining how the industry has shifted from fixed prime-time viewing to continuous, device-based consumption that creates a "loyalty loop" rather than a linear funnel.

The session highlighted practical strategies including warming up content on social platforms before broadcast and leveraging behind-the-scenes material to humanise productions and deepen audience attachment. He also addressed YouTube's role as a digital archive that preserves organisational memory and brand strength, whilst emphasising the importance of careful platform management.

The webinar reinforced that social media is not simply a distribution channel, but a relationship space where broadcasters can shape trust, identity, and community through human connection, teamwork, and adaptive strategy.