reading 8 Flashcards
Role of social media in tv marketing
the authors explain that twitter allows real time interaction between shows and their audiences, creating a new avenue for makreters to reach potential viewers. However, they discuss that simply tweeting more does not guarantee success. The effectiveness of tweets may depend on various factors, such as content type, timing, and viewer characteristics
Two mechanisms at play:
Two primary ways tweeting can affect viewership
1) information value: Tweets provide additional information about the show, such as schedules, episode highlights, or guest appearances, potentially drawing in viewers who might otehrwise miss the broadcast
2) Social interaction and engagement:
Twitter facilitates real-time discussion and engagement, making viewing the show a more socially interactive experience. This enhance the viewers emotional connection to the content, encouraging loyalty and regular watching
twitters Impact on viewership
The experiment results revealed a significant increase in viewership for shows in the treatment group. This effect was most pronounced for live tweeting during the episode, indicating that real-time social media interaction enhances viewer engagement
Content of tweets
not all tweets were equally effective. informal tweets (e.g. episode highlights, schedules) helped attract viewers who mighht not have been aware of the episode airing. On the other hand, engagement-oriented tweets (e.g. enouraging viewers to participate in conversations, hashtags) were particularly effective at sustaining viewers interest and promoting live watching
Timing of tweets effect
tweets sent shortly before and during the episode were most effective in driving live viewership, suggesting that timely reminders and real-time engagement are critical for increasing immediate response
Viewer characteristics matter
the authors found that tweeting had a greater effect on certain types of viewers. FOr instnace, shows with younger tech savvy audiences who are more active on social media benefited more from tweeting compared to shows with older demographics
Word of mouth effects (tweets)
in addition to direct viewership increases, tweeting also generated positive word of mouth effects. Tweeets that engaged viewers often prompted retweets and replies, thereby spreading the shows visibility to broader networks beyond the immediate followers of the shows twitter acc
Network synergies Twitter
the authors also noted that tweeting about one show could indirectly benefit other shows on the same network. This cross-promotional effect suggests that twitter marketing, when well-coordinated, could amplify the overall audience base across multiple programs
Practival implications (twitter) for marketers in the tv industry
the study provides clear evidence that twitter is a powerful marketing tool for TV shows. Marketers should focus not only on increasing the number of tweets but also on tailoring the content to specific viewer segments and coordinating tweets with live broadcast times for maximum impact
conclusions twitter
The article concludes that twitter is a cost-effective and impactful marketing tool in the TV industry. Through real-time engagement and strategic tweeting, networks can enhance their viewership and create a more interactive and engaging experience for audiences. However, the success of a twitter marketing strategy depends on carfully crafting tweet content, timing and understanding the target audience
Defining virality
the authors define virality as the extent to which content is shared through digital platforms, leading to a rapid spread across networks. Viral content is often spread throug hplatforms like social media, blogs, and news websites, amplifying the brands message far beyond its original reach
Three drivers of virality
1) information: refers to the utility, novelty and relevance of the content. Content that provides valuable or new information is more likely to be shared
2) emotion: emotional content, whether it evokes positive or negative emotions, is more likely to be shared. The strength and valence of the emotion are critical determinants of sharing behavior
3) BRand prominence. the visibiltiy of a brand within the content. High brand prominence can either help or hinder virality depending on how it is perceived by the audience
The role of information on virality
Novelty and utility drive sharing: content that provides new or surpirsing information (high novelty) or offers practical utility is significantly more likely to be shared. This is because people want to share content that positions them as informed or helpful to others
Relevance amplifies virality: the relevance of the information to the audience is a crucial determinant of sharing behavior. Content that resonates with teh personal interests or social identity of the audience is shared more frequently
The power of emotion (virality)
emotional intensity matters: content that evokes strong emotions, whether positive (e.g. joy, inspiration) or negative (e.g. anger, fear), is more likely to be shared. Interestingly, while both positive and negative emotions drive virality, positive emotions are generally more effective in driving sharing
Emotional valence (positive vs negative)
although negative emotions can also drive sharing, the authors found that content triggering positive emotional reactions (such as awe, joy, and amusement) was shared more often than content evoking negative emotions. People are more likely to share content that makes them feel good or improves their social image
