While newspapers have been fighting off declining circulation and an aging readership, social networking sites are thriving.
De Telegraaf, a leading Dutch broadsheet, has tapped into this popular medium by teaming up with popular Dutch social networking site,
Hyves, for the
Euro 2008 football tournament and the
Olympics. In so doing, Telegraaf.nl gained access to Hyves 7 million users.

The Editors Weblog spoke to Telegraaf.nl's Publisher,
Lara Ankersmit, to find out how the project came about, the impact it had on its newsroom, and the benefits of working with social media.
"Brainstorm"When Telegraaf.nl first met with Hyves back in September 2007, it was simply to have "a conversation and a brainstorm." This initial conversation led to the two companies building a partnership that would not only drive traffic to the newspapers' web edition and enable Hyves to increase its product offering to its users, but also revolutionise and redefine the relationship between newspapers and social networking sites. This partnership has now become something of a blueprint within the industry for other newspapers looking to tap into the success of this new media platform.
"We don't care where people read our news; as long as they do read it."Explaining the thinking behind the partnership, Ankersmit says, "We don't care where people read our news; as long as they do read it." Telegraaf has come to terms with the changes the internet has brought to the newspaper industry and adapted its product offering and thinking accordingly. Furthermore, the Telegraaf is putting its product on different platforms independent of news aggregators, and is thereby controlling how its brand is presented.
Specialised Content
To launch this innovative scheme, the two companies needed a suitably big story; therefore, the launching pad for Telegraaf's content on the Hyves site was the Euro 2008 football tournament and the Olympic games in Beijing. Telegraaf's content for Hyves was not lifted directly from its web edition: the news provider moved out of its "comfort zone" and changed its tone and content appropriately for the medium.
Telegraaf.nl and Hyves worked together to produce a fantasy football game, which was hosted on the Hyves platform. This fantasy football game proved to be a great success, achieving almost 170,000 participants. The rules are the same as other fantasy football competitions, with users selecting teams and predicting which country would win the tournament. Furthermore, Telegraaf provided editorial pieces to build on the playing experience. While playing the game, Hyves users could also choose friends from their social network to play with; the end result of this being that almost 45% of the players joined the game because of a recommendation from a friend on the social network site.
After the success of the Euro 2008 competition, the teams at Teegraaf and Hyves are working together again on a game for this year's football season (till May 2009). At going to press, the game has almost 32,000 participants.

The game comes with all kinds of statistics, eg, a player can see how good/bad they perform compared to the Hyves community, other women, other participants who are of a certain star sign, who live in the same city, and so forth. Teegraaf have not yet used this data for online content as the season has just begun. However, during Euro 2008 Telegraaf used such data for stories in the newspaper and the website.
For the Olympics, the newspaper provided tailored coverage of the games in Beijing, with the Telegraaf's sports desk working on the coverage. The blogs produced for Hyves in Beijing were also published on the newspaper's web site.
Just as content for the web edition is different from the print edition, content for the social network platform also differs from the news website. As Hyves is a more informal website than a straight web edition of a newspaper, the Telegraaf needed to provide the site with something a little different. For example, in the print edition Telegraaf will feature one photo within a story, on the web version it will have five photos, but for Hyves Telegraaf it will feature twenty photos. The style of photos will also be different from Telegraaf.nl, so there will be more behind the scenes shots or photos of the journalist travelling to, for example, the Olympic Games.
The newspaper also customised its blogs for Hyves, requesting that Telegraaf journalists at the Olympic games provide blogs from a more personal perspective.
Adapt the newsroom - stay flexibleThis coverage from Telegraaf.nl did increase the workload (for example, increased blog content) for the newsroom, but Ankersmit reports that the staffers were enthusiastic about the Hyves project. Ankersmit also told the Weblog that the newspaper hired two journalism students who focused on uploading pictures and monitoring the Hyves site.
The sales and marketing team and project managers were also working in the background to ensure a buzz around the new product.
PayoffThe benefits of this relationship to the two media companies are clear: Telegraaf is able to tap into Hyves 7 million users and open up its content to a younger audience who may not have considered reading the newspaper previously and Hyves is provided with high quality content from one of the Netherlands' most respected newspapers. During the project, almost 20% of the incoming traffic to Telesport.nl (the sports pages of Telegraaf.nl) came through the Hyves site. Before the project, the traffic coming via the Hyves site was negligible.
This partnership also helped the Telegraaf re-brand itself and present itself as a modern news organisation. The newspaper had a rather "old fashioned" image before the project, but this initiative made people look at Telegraaf in a new light. The games on the Hyves site also got people talking about the site on the internet and the project became a topic of conversation around water-coolers in offices.
Despite these changes at the Telegraaf, Ankersmit says that "news is still our core product," it is simply changing the way that it connects with its audience. Anksersmit told the Editors Weblog that it is important that news organisations "extend their brand" and its relationship with Hyves got people used to reading Telegraaf news on different platforms.
The futureBuilding on the success of its partnership with Hyves, the newspaper site is currently moving ahead with plans for its Mobile smart phone coverage. Ankersmit reports that while smart phone content was previously just read by business users, the introduction of a flat-rate fee from mobile companies has opened up the platform to a wider audience. Telegraaf has also noted that readers are using the site in a different way, they now read content in a similar fashion to that on the website. Ankersmit expects Mobile to be increasingly popular in the years ahead as it becomes increasingly commercial, and when it does, the Telegraaf will once again be ready to break new ground.