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By Brionne Griffin | Marketing Associate | PBS Digital
Social TV, otherwise known as your friends coming over to watch TV and just staring at their phones the whole time, is the undeniable force yanking viewers back to live TV.
As mobile devices force their way into more facets of our lives, researchers at The University of Texas looked at the connection between watching TV and engaging with similar content on a mobile device—specifically to find how marketers can increase overall engagement by connecting TV to social media and capitalizing on this “always on” trend. They found a number of best practices for this engagement, including the following list.
How to Engage Viewers with Social TV:
- Have a program’s celebrities, such as actors or directors, engage with fans in real-time during the broadcast, via Twitter, Facebook, or other social network.
- Shows or brands can flash a hashtag on screen during a show so viewers can follow conversations and interact with each other in real-time.
- Source audience questions for on-air Q&A sessions.
So how can you incorporate social TV into your marketing mix?
- Think about the holistic viewing experience of the viewer and how you want to shape it—both during programs and interstitials.
- Figure out what companion content exists (or could be created) in order to connect viewers to your brand before, during, and after the TV show of their choice.
- Keep the focus on content and storytelling with social TV integrations, just like you do with more traditional marketing. What stories do you want to tell and how can you use these devices to tell it better?
- Finally, incorporate social TV into your agenda at each planning phase, considering the implications it could hold for your audience.