Why Social Media is Important to TV
Increasingly, social media is being talked about in the context of TV. Some are even going so far as to view Twitter and Facebook as the savior of live TV, helping to draw audiences away from the DVR.
More and more shows are starting to integrate Twitter and Facebook campaigns to increase engagement, and get people talking.
Twitter and TV
Twitter has already experienced a lot of success in driving huge event TV. The Oscars, Royal Wedding, Grammys and SuperBowl are all high-profile events that have used Twitter to drive hype and ratings.
Twitter has already experienced a lot of success in driving huge event TV. The
Oscars, Royal Wedding, Grammys and SuperBowl are all high-profile events that have used Twitter to drive hype and ratings.
The most recent show to generate buzz around Twitter is The Voice. This show has integrated extensively with Twitter, which it attributes to its success. The show has 4 tweeting judges, tweeting contestants, on-screen hashtags, and selected Twitter messages from viewers will soon start appearing on the bottom of the screen during live episodes.
Facebook and Social TV
Facebook has started attending TV industry conferences, and raising the company’s social TV profile. Facebook’s head of International Business gave an interesting speech at MIPTV this year about how Facebook can be used as the “second screen” to enhance the TV experience and foster TV-based communities.
True Blood is a great example of a recent Facebook/TV integration. HBO’s True Blood has developed a Facebook app that capitalizes on the user’s personal social graph. The app pulls data from the user’s Facebook profile and generates a custom video starring the user, their friends, and True Blood characters. The involvement of their friends instantly makes the app more compelling, and acts as a neat marketing message.
TV Ratings
Of course, the most important question for TV executives is if social media integration translates into ratings (and more advertising revenue).
Interestingly findings presented at Mashable Connect by Christy Tanner from TVGuide.com and findings in the UK demonstrate the most social shows on TV aren’t necessarily those with the highest ratings.But despite this, each week more TV operators get on board with social media.
Essentially, regardless of its direct impact on viewing habits today social media still serves as an excellent way for viewers to engage with TV, and builds on the natural behavior that viewers are already exhibiting.
Without a doubt, social integration can help build interactivity, personalization, content discovery, and engagement into the TV experience- all essential differentiators for any TV operator.
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