The influence of social audience in the media
Television has always been the big event. Traditionally, TV shows have been the focus of our discussions and have been an influence for our opinions. It’s somehow logical that social TV has appeared due to the rise of social networks.
Social Networks have changed human communication at all levels. These have become new communication channels to provide a place to spread people’s interests and opinions, from the menu of the day until the last fashion purchase, these all are events in our daily lives.
Within this context, major social events can take advantage of the potential that exists in these reviews and discussions shared over the network. We speak of events like concerts, conferences, festivals and of course, television.
Television in the US generates 153 million comments about television each month, 11% of all social activity is on the Internet. Such volume of data has essential information for those trying to evolve on the traditional media or online media information.
According to Fred Graver (Twitter) media is using Twitter to represent the culture existing around television and it’s important to pay attention to these points:
- Howthe user discoversthe contents
• How the audience sees the contents
• How the media talk about themselves
According to ShareThis 16% of viewers share content about the programs they see. The need to discuss is a growing trend and online and offline media must put the necessary tools to facilitate talks and reinforce them, from feeds and hashtags to chats that accompany the video content.
This study also highlights how the behavior of these users varies depending on the type of program.
- The reality shows and live events are the most shared content (47%) and have their social audience peaks during the broadcast while eg dramas are discussed once already seen.
- Live comments are made basically from mobiles and tablets, especially from Twitter.
- The engagement is higher in on demand content and it also generates a greater acquisition of new viewers.
Obviously, despite global trends and social audience ratings published (Nielsen), each media must be able to monitor and analyze all these factors through its own online video platform. These data contains the keys to enhance marketing strategies, get more viewers, address the content and measure the ultimate success of new audiovisual products.