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Social TV and Brand Reputation, opportunities for Broadcasting

Social TV, a new model for the use of television content born thanks to the use of the Second Screen, is changing the face of Broadcasting. How can you exploit this phenomenon to improve your Brand Reputation?

If it is true that nothing dies and everything is transformed, this is particularly true in the media: those that were once the Mass Media, already condemned without appeal several times, often have been transformed to accommodate the new opportunities brought by digital technologies and from Social Networks. Emblematic is the case of television, mass media par excellence of the modern era, which is changing its connotations thanks to the phenomenon of Social TV. But how can you create a strategy that exploits this natural evolution?

If you are convinced that your Brand Reputation strategy is going well, do not continue reading this article and download our checklist to see if you really have everything under control:

Download the checklist

Use it as a test or as a memorandum for your weekly activities. Share it with your department and build your Data-Driven Strategy day after day.

Second Screen: interactivity that adds value to the TV

According to data released by Nielsen in 2017, 84% of users in possession of a mobile device use it while watching TV interacting in different ways: motivated by the personal need to communicate their point of view, or “pushed” in some way by the less planned actions of Brand and TV channels. The most active age group on Facebook is between 25 and 34 years for programs such as TV series, entertainment and sport, while in the talent / reality section it is the 18-24 band that prevails. The new “interactive” vision of television content has two immediate consequences:

  1. interactions in real time allow the aggregation of more or less temporary communities that can influence the image of the show;
  2. the program space expands: the format no longer lives only during the broadcast but can create a pre, a during and a post, increasing the amount of content disseminated on the various channels.

If when you watched the “old TV” you were essentially isolated spectators; with the interaction between Social Network and Smart TV, each user can communicate with an immense virtual community: an opportunity that brands and TV networks can exploit not only for increasing their visibility, but also to get in touch with new targets.

Immagine che mostra un utente utilizzare shazam davanti alla tv: esempio di Social Tv

Social TV and Experience Enrichment, the power in the hands of users

The Second Screen thus becomes a method to connect different worlds: that of the TV that is transformed and expands its audience, but also that of the Internet and mobile technologies that today has access to an increasingly large segment of the population. Two phenomena are related to the use of mobile devices during TV broadcasts:

  1. Social TV, a phenomenon already widespread in the United States, but which is slowly becoming established in Italy. Basically we refer to a series of tools, mainly used by mobile, which allow interaction between social and broadcaster users: the exchange can take place via Social Network, or even on dedicated platforms. It can be “spontaneous”, that is, generated by users, or “driven” by a precise strategy, and is generally short-lived. Examples are the Twitter channels of TV broadcasts: one case is the case of the management of the social channels of the famous culinary show Masterchef – Italian version.

The Experience Enrichment, or enrichment experience, which instead presupposes a deepening of the television content, even in this case spontaneous or specifically solicited. The simplest example to do in this area is the extensive use of Shazam, the app that allows you to recognize not only the music but also the soundtracks of the spots. This type of use does not stop there: according to the Social TV monitoring center, 53.4% of the spectators of political talk shows use mobile devices to verify in real time  whether the information transmitted is true or false.

Improve Brand Reputation with a Social TV strategy

For a TV channel, a show or a brand linked to the broadcasts, different opportunities are offered to increase their visibility, but also to get in touch with new audiences. The objectives to be pursued can be different:

  1. increase brand visibility and engagement by creating cross media content that can stimulate users of both channels and the interaction between different media;
  2. establish a dialogue with the sector Influencers, so as to build together moments of aggregation and interaction with the relevant public;
  3. intercept the community of enthusiasts to monitor tastes, opinions, desires and needs;
  4. produce content and activities that allow you to get in touch with new targets or niches of the public previously unreached;
  5. to make the customer experience service more efficient, from the solution to the inefficiency of listening to the criticism / opinion with respect to the contents transmitted.

 

Whatever the specific purpose, the planning of television content can not ignore this phenomenon.In a phase of content decision making ignore conversations on social networks can be fatal: Social Listening allows you to make decisions in different areas, from the construction of the format to its positioning within the palimpsest, from the design of long-term editorial plans to the management of dedicated advertising space. For the TV of the future, the data coming from the conversations that users have online  on a format or on Brand TV, represent a real gold mine.

If you are convinced that your Brand Reputation strategy is all right, download our checklist to see if you really have everything under control:

Download the checklist

Use it as a test or as a memorandum for your weekly activities. Share it with your department and build your Data-Driven Strategy day after day.

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