An EKG for Twitter and TV

95% of Social TV engagement happens on Twitter. Twitter has identified key opportunities for marketers to take advantage of the platform. These key opportunities include:

  • The power of hashtags
  • Integrating Twitter presence into TV ads
  • Live tweeting during popular programming

How can marketers track the effectiveness of twitter campaigns? It is necessary for TV program marketers to understand when tweeting about TV programming most popular. The infographic below explains.

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Could Instagram Surpassing Twitter for Mobile Users Increase Social TV Competition?

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This past week Instagram surpassed Twitter for having the most mobile users according to data from eMarketer. This news is extremely important for social TV as Twitter continues to be the number one social platform for TV viewers. Twitter has about 30.8 million users while Instagram now has 35 million and does not appear to be slowing down anytime soon.

According to a study done by the Council for Research Excellence, 1 out of 6 primetime TV viewers are using social media and about one half of their social media activity is related to programming they are watching. Additionally, social media was more than twice as effective at driving viewers to new shows than returning shows. This data along with Instagram overtaking Twitter in mobile users is incredibly important for TV executives to think about. Twitter continues to be the leading social media site that TV shows use, both in and out of season, to communicate with their fans. As consumers become more mobile-minded, social strategies will need to change to keep up with shifting platform usage.

 

Out of Context, Out of Line

Colbert

What happens when the public takes a tweet out of context and begins a crowdsourced effort to unseat a late-night television host from his throne? The answer: #CancelColbert.

The official twitter account for The Colbert Report, which is not run by Mr. Colbert himself, tweeted the following yesterday:

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Although the tweet was quickly deleted, much of the internet was abuzz calling the Comedy Central host racist. In a swift attempt to diffuse the situation, Mr. Colbert reassured his fans that this in fact was not him:

The @ColbertReport account, run by Comedy Central, corroborated Colbert’s account:

https://twitter.com/ColbertReport/status/449395265251078144

https://twitter.com/ColbertReport/status/449406887306731520

Although the comment itself was in fact making fun of Washington Redskins owner Dan Snyder some reacted in a rage, calling for the cancellation of the popular late-night program. The most vocal advocate was Suey Park who formerly organized and popularized the #NotYourAsianSidekick social campaign.

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The hashtag trended for a few hours and sparked a debate between those seeing the tweet as racist, and Colbert loyalists who pointed out the tweet was taken well out of context. Regardless of which side your on the power of social media was full force last night. And once again, it showed us that when everyone talks nobody listens.

Ellen DeGeneres Takes the Ultimate Selfie, Breaking Twitter

During yesterday’s 86th annual Academy Awards there was no shortage of excitement.  Veteran Oscar-host and principal television personality Ellen DeGeneres returned after seven years, creating one of the most entertaining award shows of all time.

Opening the show on the stage and making fun of nominees and actors, such as Jennifer Lawrence’s repeat fall on the red carpet and calling Jared Leto the prettiest audience member, DeGeneres interacted casually with the star-studded audience.  Spending a lot of her time walking up and down the aisles and popping up between stars seated in the audience, Ellen kept the long program humorous and exciting. While she pulled many stunts that amused viewers, participants, and nominees, such as ordering pizza delivery during the event, and giving Bradley Cooper lottery tickets for a consolation prize, her most impressive feat of the night was breaking Twitter.

Ellen DeGeneres vowed to break a record and have the most retweets in history by topping her previous selfie. Aiming to fit as many stars as possible into one picture, and with Cooper in charge of holding the camera, DeGeneres managed to fit several celebrities including Jennifer Lawrence, Meryl Streep, Julia Roberts, Brad Pitt, Kevin Spacey, and Lupita Nyong’o in the frame. Retweeted by individuals watching from home, as well as by Good Morning America and other big networks, this selfie surpassed Barack Obama’s re-election tweet, which had only been tweeted about 770,000 times. Within a few minutes of posting, Ellen’s tweeted picture was the first tweet in history to break 1,000,000 retweets and then hit another milestone surpassing 2,000,0000 retweets later on in the night.

While Ellen tweeted many backstage pictures throughout the entire event, she has now forever marked her place in Twitter history. Not only did she gain the most retweets, but she will undoubtedly be remembered for breaking Twitter during one the most-watched entertainment awards shows of the year.