The relationship between television and social media has become more relevant — and more important. Networks and specific TV shows are consistently pushing personal handles and hashtags to encourage engagement with their content. Some even launch fun contests and entice viewers to submit their own UGC (user generated content) through carefully thought-out integrations or during commercial breaks.
But how does one go about measuring the actual content being generated on social media and its direct impact as a result of television show, advertising and more?
Earlier this month, Facebook joined Twitter in the real-time news space as they announced that a select few news organizations, like CNN and Buzzfeed, would be allowed access to real-time public posts for an exact keyword and reports of the gender, age and location of those users engaging.
Most recently, Facebook began sending weekly metrics to four large TV networks, including ABC, CBS, Fox and NBC, as well as a few “select partners” according to The Wall Street Journal’s Digits blog. Specifically speaking, the reports will stay private but will divulge in actions that take place on social media platforms during TV episodes (likes, comments and shares). On top of this, numbers will be calculated relating to how many Facebook users were behind such actions. Having these numbers will help networks get a better understand of what content is working with viewers and what is not, thus developing more highly integrated digital marketing strategies into the overall plan.
Although Facebook’s new APIs are somewhat limited, experts believe that it will demonstrate how this social media giant is trying to set itself apart from its rival, Twitter, by placing more of an importance on its large fan base.
Daniel Slotwiner, the lead of Facebook’s measurement team says, “The conversation is being generated by a group that is much more representative of the general population– that means we should have a better signal as it relates to ratings.”
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