Comedy Central will use Twitter to host a comedy festival. The partnership between the two companies represents the evolving relationship between television and social media.
If a rumored music service wasn’t enough to push Twitter into the territory media, now the company might be trying to get TV content playing through the service.
The big question for many brands when it comes to social media is how does it affect the bottom line? Twitter provided an answer to that question yesterday as it released a study showing how tweets drive sales. | Marketing Magazine
via Digiday by Giselle Abramovich
When a conversation spikes on Facebook for Mondelez, the company is able to understand what about its post got people so excited and engaged. It uses these learnings to inform marketing in other channels, like TV. As a result, Mondelez is seeing that its TV spots are now twice as effective.
Always listen with Bonin Bough talks social.
Far from slowing, the market for fake Twitter followers seems to be taking off. Despite efforts by Twitter to check for fake accounts, the underground market is becoming more sophisticated. In many cases, high-quality fake Twitter accounts are nearly impossible to tell from the real thing. Those that sell them claim that they can make up to a million dollars in one week.
via Networking Exchange by Brian Solis
"The key to remember is not to judge the success of the ad by the number of Tweets, as that frequently represents only a small subset of those who are exposed to the message. That’s a ratio that you can change. Nonetheless, those exposed and those who tweet demonstrate value to brands. Doing so increases lift and overall brand metrics…"
"Tweetable moments require architecture. Second screen behavior, what’s said and what happens next, also requires architecture. The intentional design and integration of branded value and story turn the wheel of discovery and engagement to the benefit of everyone from viewers to marketers. At some point the role of the first and second screen blurs in the background, creating one living and Tweeting ecosystem of story and experience."
via PRWeb by TDG
In a new report released by TDG, Social TV: Myths, Facts, and the Future, social TV use by American television viewers is forecast to grow significantly over the next seven years, driving major changes in the business landscape for television and online/Over-the-Top (OTT) video.
via Nieman Journalism Lab by Daniel Victor
"Does this mean the millions of Twitter users who deploy such hashtags to increase their reach are all wrong? Well…yes. We certainly have a history of carrying out myths in technology. Shaking a Polaroid picture didn’t make it develop any faster. Blowing on Nintendo cartridges didn’t help, either. We’ve all been told at some point that hashtags connect you to more people, and it’s been widely accepted as fact.”
Fantastic post by NYT Social Media editor Daniel Victor on the truth behind the hashtag myth. While on occasion, a small group using a hashtag can be useful, on the whole, the hashtag just creates social noise.
via FastCoCreate by Shankar Gupta
Real-time can’t be run by a committee. When looking to take advantage of a major media event, identify someone on your team to make the call on whether the risk is worth the potential reward. This will help expedite the approval process without having to enter multiple rounds. That person needs to be immediately accessible and empowered to make decisions, so that content can go live—and as quickly as possible.
Using the same approval that you use to approve traditional ads simply won’t work for real-time content creation. By establishing a faster pathway for time-sensitive content, you can help your brand build that relevance.
via Lost Remote by Cory Bergman
We’re starting to see some of the early products, and as is customary with Twitter, we’re seeing it first with an API partner. TBG Digital was given an early run at the adverting API, and this week it announced a new product called “Calendar Live” which gives marketers the ability to buy Promoted Tweets in sync with TV shows. While marketers could already do this manually — for example, buying tweets against show-related hashtags and scheduling them around the show’s airtime — TBG Digital has compressed it into an easy-to-use tool with more granular time-targeting abilities and trend monitoring.