"On social media, you've really got to grab the audience's attention straight away," says Richard Evans, Audience Development Editor at Sky News.
Evans oversees all of the social media platforms for Sky News and manages the channel's relationship with those platforms - an exciting position to have in the midst of an impromptu election period.
There is so much online engagement surrounding the election, how much does social media represent the voting public and how can Sky get the facts across in a way that will interest people?
We spoke to Evans about how people engage online during an election, how Sky News use social media for such events, and what they have in store for election night.
This interview is part of the RTS series Inside Sky's Election Campaign. For more interviews from key Sky News figures, visit the series homepage.
