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The End of Social TV

via Ad Age by Simon Dumenco

Then, last December, after Nielsen bought SocialGuide, Nielsen and Twitter announced they were working on creating something called the Nielsen Twitter TV Rating — “a syndicated-standard metric around the reach of the TV conversation on Twitter” — in time for the fall 2013 season. I’m keeping an open mind, but a part of me felt that that was a jump-the-shark-moment for social TV. As I’ve written before, when it comes to social-media response, absolute numbers — especially when used to compare disparate shows — are largely meaningless. There are just way too many variables to correct for between viewer demographics and show genres (e.g., a low-rated CW drama can explode on Twitter thanks to tweet-happy teen girls, dwarfing the social-media response to, say, a top-rated police procedural over on older-skewing CBS).

So, yeah, what of the future of social TV? For starters, Trendrr is doing some interesting things with its curation tools — part of its “studio services” offerings — which are all about drawing insights for specific networks and showrunners from the social-media stream surrounding individual shows (i.e., the point is to listen to your audience). Bluefin Labs, another company that’s been sharing its data with Ad Age, is continuing to build out its sophisticated system for evaluating the efficacy and social reach of individual commercials.

But for my money, where it gets really interesting is when networks stop thinking about how to goose the social-media numbers surrounding the broadcast window and instead think of their shows as cross-platform (including social-media) brands that fans want to be able to engage with anytime they want. That’s the approach taken at, for example, USA Network, under digital chief Jesse Redniss. His team has pioneered in the creation of digital extensions of shows — everything from tablet comic books to elaborate, engrossing online games — that delight viewers (and sponsors) 24/7.

I think Simon is right on the novelty of Social TV or #socialtv - but the intersection between traditional TV and social media is still ripe for growth and disruption.  I still firmly believe Twitter is a square peg into round hole solution for the growing demand around co-viewing.

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The Crowdwire: Smarter Than You Think

thecrowdwire:

Lesson #6: Despite complaints about the stupidity of modern politics, the 2012 election conversation was remarkably serious. In social media, substantial policy issues were often at the center of the discussion, especially in response to the debates.

There’s a widespread belief that our…

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Where Social Media Will Grow in 2013 (and Where It Won't)

via Experience the Blog by Augie Ray

Success in 2013, more than ever, will be measured in difficult metrics and not easy ones, and increasingly, it will come not just from the Marketing department but from every corner of the enterprise. To succeed in 2013 and beyond, organizations must recognize how social media is altering the way we live, work and conduct business and not just the way we kill time on Facebook.

FANTASTIC post by Augie. (click main link for full post)

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