October 21, 2017

Helping PR pros make smarter decisions

And the Oscar Goes To…Twitter! (And Other Social Blog Jots)

And the Oscar Goes To…Twitter! (And Other Social Blog Jots)

Did you watch this year’s Oscars? Did you live-tweet? Did you eschew watching the ceremony at all in favor of just following the tweets?

If you answered yes to the last two questions, oh boy are you not alone. Twitter was flooded with users putting the #oscars hash tag to good use last night, commenting on everything from the red carpet looks, the hosts “jokes” (such as they were), James Franco’s state of sobriety (or lack thereof), and the best and worst acceptance speeches (I still say that Christian Bale did not forget his wife’s name but was merely choked up, and that Twitter is full of cynics).

As an awards show junkie, I watch every year, but this year was without a doubt my most “social” Oscars. Last year I attended a watching party, but even that wasn’t as social as last night’s tweet-fest.

In the wake of the Oscars as well as the recent Grammys Tweet-a-thon it appears social media is having an indelible impact on the ways we consume and follow entertainment. I hate the phrase “virtual water cooler” as much as the next gal, but in reality…isn’t it? This all aligns quite nicely with some posts this week on what “Twitter for Television” means for brands and business.

Must-see Twitter – Scott Monty – In a great exploration of how social media has evolved as an entertainment consumption platform, Scott dives into the relationship between the social media habits of TV watchers and not only the shows they follow but the advertisers supporting them. “If one watches the flow of commentary and topics that trend up during popular shows, it’s easy to see how viewers are sharing their experience with each other and offering their own stream of commentary. Fans who have TiVo’d their programs had better steer clear of Twitter while their favorite programs are on, lest they have a barrage of spoilers come their way. Indeed, American Idol and Dancing With the Stars winners are usually blurted out on microblogging sites first. In another article, Fast Company called Twitter TV’s killer app.”

Twitter, Time-shifting, and TV – Adam Helweh – In another terrific examination of this growing trend, Adam discusses Twitter’s viewing habits, as well as providing thoughts on other social platforms attempting to use “check in” technology to make TV-watching more social. Might this be a solution for advertisers wondering how to beat the time-shifter? “This is only the start of how networks are using social media to draw viewers back to regularly scheduled programs. This week the New York Times posted an article on the subject. The article mentions numerous ways that the “powers that be” are trying to make television viewing more social. The real-time web and increasing usage of devices like smart phones and tablets all create a more social experience for audiences that was not available only a couple years ago.”

 

Smart Social Media Employee Policies – April Sciacchitano – As a big fan of Shel Holtz’s  “Stop Blocking” campaign, I enjoy any discussion of how to best meet business goals while still allowing employees free access to social networking tools online. April has some good thoughts on this important topic. “Social media creates an environment where issues and interests bubble up from a small, but passionate group of people.  Unfortunately, the same cannot be said for social media policy and access.  It’s a top-down decision, and CEOs can break down roadblocks to access. If the executive team doesn’t “get it,” it’s up to PR to educate them.  Only then will it be a priority.”

Klout for Business – Jeremiah Owyang – After reading a recent article about those obsessed with increasing their Klout.com scores, I wondered what could possibly make people so obsessed. Jeremiah answers my question with an overview of how some businesses are using Klout to give customers with higher scores preferential treatment—and why such actions are likely a mistake. “Brands Must Factor in Relative Influence –not just Absolute Influence. The folks at Klout have done a good service to the industry, but I must warn against blind enthusiasm to note that a single metric is not sufficient.  In fact, a single metric, like Klout’s 100 point scoring system applies well for Absolute influence (global influence) it’s unable to provide Relative influence, or influence related to a specific market, like baby diapers.  For example, Ashton Kutcher who has very high absolute influence, has relatively low influence when it comes to bio-engineering or pottery arts.”

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