How live tweet is changing broadcast media
Television has always been a relaxing experience, a passive activity that millions of people have enjoyed from their sofas, recliners and ottomans for decades. Social media is throwing a wrench into all of this.
Today’s most popular shows, and more importantly the talent behind those ratings, are now reaching other screens with tweets that extend the storyline or engage fans who are looking for a more interactive experience at the time of airing. .
âIt creates a shared experience where audiences can feel like they’re on a couch lying down, if you will,â says Jared Goldsmith, vice president of marketing at NBC Entertainment Digital. âThese shows have a way to connect with audiences like never before through this technology,â he adds during a panel on the live tweet during Social Media Week.
While some stars have found a natural and seemingly organic way to communicate and share with their fans on Twitter, studios and showrunners are becoming more methodical about how they approach and use social media for instant promotion and interest in. long term for their emissions.
[Related: Stars React on Social Media to iCloud Photo Leaks, Apple Denies Breach]
ABC Live-Tweet Party for #Shondaland
In what has become an increasingly frequent event, talent from “Scandal” and other shows come together for festivals of live tweets when their shows are broadcast live. Kerry Washington, star of the hit ABC show, posted 109 tweets, retweets or replies throughout the day to the show’s fourth season premiere last Thursday.
– Kerry Washington (@kerrywashington) September 26, 2014
The impact of this lift carried by social media is remarkable. Check out this map of tweets mentioning each of Shonda Rhimes’ shows “Scandal,” “How To Get Away With Murder,” and “Grey’s Anatomy” when they premiered on the east coast last Thursday on ABC:
New search Twitter further reinforces the importance of the live tweet during TV broadcasts. As the fall season began, Twitter took a look at the performance of one program that implemented regular live tweets and one that did not.
âIt turns out that one of the most powerful and direct ways to spark conversation about a program on Twitter is to engage the stars of the show on Twitter, especially during the broadcast,â writes Guy Hugot. -Derville, Senior Data Scientist at Twitter. âWe found that the cast members’ live tweeting shows at the premiere had 64% more tweets that day compared to shows that did nothing. Shows that were tweeted live from the official handle also saw a 7% increase over those that did nothing.
[Related: Most CEOs Still Donât Get Social Media]
As you might expect, live tweets can also help shows grow their overall Twitter audience. Shows that don’t tweet live still get a 6.5x increase in follow-up rate while streaming, but shows that tweet live see their follow-up rate increase by 15% to 7.5x. Cast member accounts go from a 3.7 times higher follow-up rate when not broadcasting a live tweet to 12.2 times, an increase of 228%, according to Twitter.
Cast members are television’s greatest asset
âThe most direct way to make an impact through live tweets is through the cast members. They are your greatest asset, âwrites Hugot-Derville.
Sometimes it’s the simplest, most poignant tweets that get the best reception. Take this hashtag-only tweet from “Scandal” star Katie Lowes who has so far received 205 retweets and 326 favorites:
– Katie Lowes (@KatieQLowes) September 26, 2014
That’s why television executives like Goldsmith at Social Media Week say things like, âI think the definition of television is erodingâ¦ There are all these new ways that people can tell stories.
[Related: Learn the Science of When to Post on Facebook and Twitter]
Social talent tracking even has an impact on casting decisions, says Josh Rickel, vice president of media and entertainment at Spredfast. If there is a difficult decision to be made between two actors, why not go for one that has a much larger and more engaged audience on social media?
The live tweet may not be the only or the most important TV rating factor, but it sure doesn’t hurt.
Copyright Â© 2014 IDG Communications, Inc.