If you were to believe recent reports - or a recent skit on the Emmys - television is dying because more people are watching tv online.

However, in an effort to drive further word of mouth about new shows, many producers, directors and actors are using social media to generate awareness, recommendations, and viewership. Although sites like Hulu have helped this process (and there are plenty of ways to access television shows online), social media allows them to direct recommendations and content sharability (for example, embeddable videos). Cable companies, television stations and even the TV Guide are all using social media to drive viewership and engage their audiences.

Most television shows utilize the power of Twitter as a way of building awareness of their brand, but in unique ways. For example, Dollhouse star, Eliza Duskhu, has been using the service as a way of engaging current fans. The new Fox show, Glee, has also been cited for its presence on various social media platforms. The hit AMC Series, Mad Men, earned initial favor through its unique Twitter strategy, and has even expanded to the point where one can create a Mad Men-style avatar.

In addition, blogs that focus on television are also beginning to engage via social media. For example, blogs like TV Squad (which focuses on reviews and news) and Televisionary (which has a more industry focus) have a strong presence on both Facebook and Twitter. Even noted critics like David Bianculi from NPR (a personal favorite of mine) is developing an online presence via blogging and Twitter. Even though they may be posting blog content, this helps drive conversation around various television shows, as fans will engage with particular favorites.

Although social media can create huge buzz for a program, sustaining conversations and viewership requires a strong social media strategy and diversification among these channels.

When ABC premiered its revamp of the British show, Life on Mars, last year, it used a
Twitter account to drive conversations around the first episode (even providing a code for embedding the premiere episode into blogs). However, the Twitter account closed soon after the premiere episode aired, followed by a decline in ratings and finally, a cancellation of the program altogether. ABC's Life on Mars may have  had a little more staying power had it used social media strategically, engaging viewers and critics throughout the series rather than dropping off after the first episode.

So, for all you tv addicts and savvy internet users, how do you think television, or the entertainment industry in general, should use social media to engage (or reengage) their audiences?

 

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Who would have thought that a social media platform could drive conversation and build the value of a recommendation...simply by taking away features?

Consider Facebook Lite - a "slimmed down" version of Facebook. The new platform was announced after Facebook bought social media aggregator Friendfeed. Originally intended for people with slow internet connections (or areas with low bandwidth), the platform is generating a great deal of conversation, ranging from general features to questions about developing applications. (All this talk about a service being rolled out only in the US and India)

Conversations around the recent Facebook Lite are increasingly positive, focusing on its simplicity and clean interface. However, brands should take note that Facebook Lite does not include Page updates (meaning that users who switch to the service will miss out on conversations). Despite this seeming drawback, Facebook is looking to encourage people to use social media more easily, and the lite service provides a great "introduction" to social media.

In many ways, Facebook is positioning itself as direct competitor to other social media. Recently, the popular platform announced that it was adopting Twitter-style tracking into status updates. By purchasing Friendfeed, Facebook also expands into social media aggregation, promising an ideal one-step platform for integrating conversations across a variety of social media channels. By creating the "lite" version, Facebook promises a more accessible entry point for people unfamiliar with social media, as well as a channel for those who want to live application-free. With Facebook acquiring 300 million members, it has begun focusing on creating unique online experiences while simultaneously maintaining consistent growth. In short, creating a more accessible service like Facebook Lite drives recommendations by providing a platform which eases users into social media experiences.

Facebook is successfully building the value of a recommendation by providing an introductory, unique social media experience which moves towards a more integrated platform.  This has helped the social media giant drive conversation, and people are discussing it both pro (ease of use) and con (minimal brand and application presence).

In short, Facebook is investing in its own social media capital.



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In the midst of all the stories that have hit this week including Disney purchasing Marvel Comics and eBay selling VoiP provider Skype to private investors there's one subject in particular that has peaked my personal interest, especially in terms of using social media channels. A great deal of discussion has recently surfaced around how teens are using social media, which can potentially have an impact on word-of-mouth marketing.

That is the question of whether teenagers (or those between 12 and 17 years of age) use Twitter...and if so, how frequently? If they do, what are the implications for word-of-mouth and social media strategies?

Initially, researchers had announced that Twitter's growth was not due to youth, and declared that teens do not use Twitter. Mashable initially confirmed this, but new data from comScore reevaluated the dynamics of teens on Twitter, which led to Mashable recently reassessing its position. Tech Crunch provides an excellent breakdown of this trend and makes an interesting observation. According to TechCrunch, teens are regularly updating their statuses on other platforms like Facebook and myYearbook, usually discussing favorite musicians/bands/celebrities, keeping up with current events and staying in touch with their friends.

So what does this mean for driving word of mouth marketing campaigns? Since teens use social media as a way to communicate with their peers, this creates very fertile ground for driving word-of-mouth for youth-oriented brands. What lessons can we learn from this demographic? How can brands (as well as other word-of-mouth marketers) integrate this information into their social media strategies?

First, the shifting conversation and continual updating of data show the ever-changing nature of social media and social media use, and how brands need to adapt and change with these shifts. It's a potent reminder that Twitter is a channel, not a strategy. Different demographics tend to use different channels - locating those social media channels and creatively engaging users is key in driving conversations and building customer word of mouth. (Plus, don't forget that online activities can be used to engage people offline, whether through meetups, Tweetups, or special events which allow for greater social interaction.)

Another lesson is that for successfully driving word-of-mouth campaigns, brands must consider how key demographics and influencers are accessing social media channels. Looking at how teens access the online realm, the Pew Internet and American Life Project (a great resource for locating data and research on a variety of channels) has found that teens are increasingly using mobile phones, with mobile phone use increasing from 45% of teens to 71% in little under four years. In addition, another Pew Internet study found that girls tend to blog more frequently, and boys tend to post videos, with a small number of teens who create a large amount of content.

Finally, conversations around teen use of Twitter (and other social media) provide a key reminder about engaging teens in word of mouth campaigns. One of WOMMA's fundamental ethical guidelines is that "We manage relationships with minors responsibly." To quote WOMMA's Ethical Guidelines:

    * We believe that working with minors in word of mouth marketing programs carries
      important ethical obligations, responsibility, and sensitivity.
    * We stand against the inclusion of children under the age of 13 in any word of mouth
      marketing program.
    * We comply with all applicable laws dealing with minors and marketing, including 
      COPPA  
      and regulations regarding age restrictions for particular products.
    * We ensure that all of our campaigns comply with existing media-specific rules regarding
      children, such as day-part restrictions.

When looking at the question of how teens use a particular channel, it's easy to focus on the back-and-forth conversation. However, questions like this are often fueled by deeper insights, and have further implications for word-of-mouth marketing. Successful programming is more than just driving data - it's using that data to formulate a strong, smart social media strategy.
 



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