Logo

TV Twittering: A Subtle Art

May 30, 2009  •  Post A Comment

When Fox’s “Prison Break” ran its series finale last month, fans of the show were left wondering if the lead character was really dead. Their response was to go online and post a whole lot of “WTF?s” in chat rooms, fan sites and Twitter, using the Internet acronym for “what the f**k?”
For 20th Century Fox, the studio behind the series, a WTF? or two is a good thing. It means fans are curious and engaged.
Fox’s efforts to use social media to both gauge and shape buzz for the series finale illustrates one of the ways in which TV programmers can harness social media. In this case, the studio judiciously doled out clues on social forums rather than issuing a blatant promotional message for “Prison Break: The Final Break,” an 88-minute DVD releasing July 21 with never-before-seen episodes.
Those efforts also embodied the findings of a study that suggests networks will likely have more success using social networks for brand building, as Fox did, than for driving tune-in.
According to research firm Knowledge Networks, Twitter is best used by TV networks to connect to influential people, such as bloggers, reporters and critics, than it is to encourage viewers to tune in at 8 p.m. Despite Twitter’s meteoric rise, the service is still only accessed regularly by a small percentage of the population. A recent Nielsen study found that 60% of people who sign up for the service stop using it after one month.
Twitter Saved ‘Chuck’
That doesn’t mean the social-networking service hasn’t reached a critical mass. NBC was on the receiving end of a fan-driven campaign to save “Chuck” from cancellation that used Twitter to demonstrate audience devotion to the show. The network cited the campaign in its decision to spare “Chuck.”
Also, Internet users tend to dismiss more overt sales and tune-in messages on social forums, said David Tice, vice president of the media practice at Knowledge Networks.
“With Twitter, people don’t succeed with the hard sell. It needs to be more subtle,” he said.
That’s why Fox monitored word of mouth on Twitter, Facebook and MySpace communities in the weeks leading up to the “Prison Break” finale, as fans speculated about whether the lead character would marry his longtime love.
The episode itself didn’t provide the answer but after the West Coast finale aired, the studio posted a wedding photo of the fictional couple in social forums, said Steven Melnick, senior VP of marketing for 20th Century Fox.
Only then did the studio officially announce that it would release two more episodes in the DVD, which will address the WTFs that fan posted about the character’s fate.
“The level of engagement by fans was pretty extraordinary and it’s the kind of chatter we track regularly, which is one of the benefits of these social networks,” Mr. Melnick said. “It’s more effective to give them a piece of content to react to and forward around, than give them a message that the DVD is coming on July 21.”
Engagement Key
NBC uses Twitter to share production information, pictures and news on upcoming guest stars for shows, said Jared Goldsmith, director of digital promotion strategy at NBC. “The key is engagement. This lets fans become a part of the process to peek behind the curtain,” he said.
He emphasized that Twitter is a communication tool and to use it for anything more is tricky.
“We don’t want it to be a spam tool,” he said.
Programmers also need to remember Twitter is still not mainstream.
“Social media wasn’t a big factor in terms of a reference or a resource for what shows to watch,” Mr. Tice said, adding that 32% of social media users said they used social media regularly or sometimes as a reference for information, reviews, or recommendations on TV programs, with most relying more on friends or media reports.
Social media can be a valuable way to garner press attention, Mr. Tice said.
For instance, rather than “tweet” tune-in messages, Discovery Channel uses Twitter to share “insider” content like pictures or updates from a shoot, links to behind-the-scenes videos and alerts to the media regarding breaking news, said Katherine Nelson, VP of communications for the network.
The network has also created talent accounts for stars like “MythBusters'” Adam Savage and “Dirty Jobs'” Mike Rowe.
To be effective for a network, Twitter should be interactive, said Scott Lackey, co-founder and strategic director at advertising agency Jugular. Networks need to be ready to have conversations with fans, share songs and even live “tweet” interviews with talent or stars, he said.

101 Comments

  1. You made some good points there. I did a search on the topic and found most people will agree with your blog.

  2. Well, the post is actually the freshest on this laudable topic. I concur with your conclusions and will thirstily look forward to your future updates.

  3. <3 the post. thanks!

  4. I was very pleased to find this site.I wanted to thank you for this great read I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post.

  5. Wonderful to read!

  6. Good post, thanks

  7. Thanks for your visiting this http://www.watchau.com online store.

  8. Thanks for your visiting this http://www.watchau.com online store.

  9. Wonderful to read!

  10. Whats up, This page is very amazing and easy to read. I am a huge follower of the topics blogged about. I also find joy reading the other peoples thoughts, but I notice that a great deal of followers must keep on topic to try and add more to the original topic. I would also welcome everyone to bookmark this blog to your favourite website to help spread the word. Warm Regards

  11. Bonjour, You should be aware that this url is not displaying properly on the Motorola Slvr. Although, I’m now browsing this article on my laptop, so thanks!

  12. Bonjour, i am thrilled to read all of of this post and am very happy and elated to observe that the owner has done a very fantastic service here to put all the content and information in one place, i will spread the word on this information with a reference on my site.

  13. Thank you for a great post

  14. Excellent job.

  15. Great post!

  16. Hello there, I simply can’t figure out the right way to add your web page in my feed reader. Are you able to aid me, please

  17. Thank God we have a common interest, thank you for sharing, you’re a good author. Hope to see more of your articles. Juno sincere.

  18. that is helps a lot really

  19. Fine Watches on Sale for Ladies and Men at Discount Prices. If you are interested in buying Genuine Swiss watches, take a look at our Store, Shop. http://www.glamour-watch.com/index.php?route=product/category&path=71

  20. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  21. Many thanks for the great posting. I am glad I have taken the time to see this.

  22. I added Google Reader to your site when I have spare time try to follow.

  23. I added Google Reader to your site when I have spare time try to follow.Thank you.

  24. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  25. Amazing freakin blog here. I almost cried while reading it!

  26. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  27. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  28. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  29. I really loved the post so I used my Digg account to digg it – should assist you

  30. I added Google Reader to your site when I have spare time try to follow.Thank you.

  31. Hey, I’m having a problem viewing your site in my browser. Could you please check this. My browser is Opera 7 btw.

  32. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  33. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  34. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  35. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  36. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  37. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  38. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  39. Hi thanks for such an interesting blogpost! It really gave me a new insight on the subject! great job

  40. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  41. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  42. I cant believe the NHL is going to risk losing one of the best players in his prime to the nHLwholesale cheap nhl nfl jerseys

  43. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  44. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  45. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  46. En güzel erotik filmler burada.

  47. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  48. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  49. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  50. Amazing freakin blog here. I almost cried while reading it!

  51. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  52. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  53. I am not a very active blog poster, just wanted to say thanks as I enjoy reading your post’s.

  54. I lately came across your blog and have been learning along. I thought I would leave my first comment. I don’t know what to say except that I have loved reading. Fine blog. I will keep visiting this blog very often.

  55. This is really a very cool blog, thanks a lot for this! I’ve read a lot about this topic within the past and I agree with you.

  56. Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  57. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  58. I also use wordpress for my website. The best thing is that comments add additional content. By the way, your chosen design suits perfetcly what is site about.

  59. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  60. Amazing freakin blog here. I almost cried while reading it!

  61. qvccqwccwcwqcqwc

  62. I like your blog.

  63. Hello. First of all – fantastic blog! Secondly this article was also good and interesting to read, but I don’t think everything you have said is completely true. I will need to google about few things you have mentioned in your artcile to make sure. But anyway thanks for trying and good luck on writing other articles. P.S sorry for bad English, I aren’t English native speaker.

  64. You completed a number of good points there. I did a search on the topic and found the majority of persons will go along with with your blog.

  65. This is excellent! How did you learn the subject when you were first getting into it?

  66. High quality info here! Keep up the great work. I love the feelings being expressed.

  67. Nützlich Artikel kann ich zu übersetzende Erlaubnis haben Ihre in Punjabi für unser Aufstellungsorte Teilnehmer? Danke

  68. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  69. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  70. In looking for websites related to web hosting and specifically compare hosting linux plan web, your site came up.

  71. Hi! I found your blog on Bing.It’s really well written and it helped me a lot.
    Continue the good work!

  72. I took great pleasure in reading. Thanks for the post.

  73. I wish getting over a broken heart can be so easy as following a few steps.. but its not

  74. Hey I actually approve of your comments very much. I saw your blog on Google and I am sure you will get lots of visitors.

  75. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  76. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  77. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  78. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  79. Hey, really enjoyed this post! Shed light on a few things I didn’t understand. Thank you.

  80. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  81. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  82. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  83. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  84. I noticed a little something as nicely about th is on unique blog site web page.Amazingly, your linear perspective on it is diametrically opposite to what I study before. I’m nevertheless hoping to figure out through the opposite points of view, but I am tipped strongly toward your stage of view. And regardless, that may be what is so terrific about present day democracy as well as the marketplace of ideas onthe net.

  85. Great article, bookmarked for long term referrence

  86. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  87. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  88. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  89. Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

Leave a Reply to Backlinks Cancel Reply

Email (will not be published)