I came across an article on adage.com a couple weeks back that talked about why TV and social media need each other. The article pretty much says that although TV commercials are effective while they are running, they are costly, short term, and are usually forgotten about after the campaign has ended. By backing up your TV ads with social media, your campaign can get even more exposure, and can extend brand awareness long after the TV ads have ended.
This got me thinking how social affects other types of media. One thing that is noticeable on TV shows nowadays is the presence of a hashtag for the show somewhere on the screen during the program. For example, this image from the Fox show Bones (hashtag #Bones on bottom right).
The idea behind this is so fans will use the official hashtag of the show, and Fox is better able to measure the social audience and follow what conversations are currently happening. Simply put, using social media can lead to a bigger picture: Facebook posts and tweets can help drive customers to a website, a bus stop ad can encourage future consumers to like a facebook page, and an entertaining commercial can lead to users sharing the youtube video.
Another popular use for social media by TV shows and movies is to provide their fans and followers with sneak peeks and other exclusive offers. This is useful because it helps create anticipation for the upcoming release or season, as well as it builds fan loyalty. This also helps to keep your fans engaged with your product and take notice of your posts, instead of ignoring them.
As with any relationship, there can be a negative side. If your marketing mix isn’t carefully planned out, disaster can strike. One good example of this: A&E’s Storage Wars thought it would be a good idea to have live tweets from their hashtag scroll across the top of the screen while the program was airing. What ensued was a PR nightmare, as followers tweeted anything they felt like, which included inappropriate-for-live-TV comments.