Last month, Twitter released the results of its study on live-tweeting TV shows and how it effects tweet reach and audience growth. As logic would suggest, when the stars, writers, judges, producers and/or official TV show accounts live-tweet the show, viewers happily tweet and follow along. In fact, in the survey, 66% of Twitter users revealed that they like to see tweets from the official show accounts and 61% are especially delighted by tweets from the cast or contestants. ABC's The Bachelor and Scandal continue to be wildly popular and quite successful in this arena.
The purpose of this study was to give television programs and their marketing teams a few insights and pointers on what this means and where to go. The rest of the study reveals some crazy-high numbers, all pretty consistent with the notion that a primetime TV show can't go wrong incorporating live tweets into the TV-watching experience. It's a win for everyone involved.
While the following tips are meant for TV shows and their various accompanying Twitter accounts, they can be tweaked a bit to fit into a more traditional brand's social media strategy.
1. Make Social Sharing Easy for Your Cast and Crew
The study plainly states that the cast and actors are a TV show's greatest asset for making an impact through live-tweeting. Various non-TV-show brands like a department store, a cosmetics line, or cookie company can interpret this as empowering stakeholders. Employees do not necessarily have to live-tweet events and happenings, and they shouldn't have to. Brands can equip their advocates and insiders (with the technology and platforms), and call on them to infiltrate commonly live-tweeted events, using the relevant hashtags and handles appropriately.
2. Anticipate Social Storylines
Tweets, while building a brand's reach and chatter, could very well be negative. A brand should prime and prepare for such sentiments, as well as forecast tweetworthy moments, where engagement is at its peak. For TV shows and other brands, live-tweeting appears spontaneous but should actually be very carefully planned and thought-out. Conversation can stray in several directions and those tangents should be considered, too.
3. Identify High Impact Conversations to Create Winning Moments
This point encourages conversation between TV show and viewer. It mentions that the live-tweeting actor or TV show account realistically cannot reply to every tweet during the program, so instead to identify the influential players and respond to them. TV show accounts often reply to and retweet celebrity viewers who have voluntarily engaged online. The associated tweets and messages exponentially increase reach, attention and the program's "Twitter-share." Other brands can do the same by recognizing similar users and relevant social opinion leaders.
4. Build a Team of Passionate Players
This starts with a passionate community manager; someone committed to developing mutual excitement and deep relationships with viewers or followers. Meaningful content infused with emotion and shared values will nurture a loyal fan base that will engage with a brand over and over again.
Convince and Convert article here.
Twitter study here.
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