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Twitter Chats and TV Stars Just Don’t Mix

gwenchatTwitter chats are the bane of my existence and if you’re trying to market a television show, they should be yours, too. They are messy, hard to follow, and usually not that interesting at best. At the very least, the show or star should ask the questions, not the other way around.

Like Monday night’s Twitter chat with Gwen Stefani, promoted by Twitter, “The Voice” judge was taking questions and promoting her new album. The chat was supposed to be moderated with the hashtags #BabyDontLie, the name of her new single, and #AskGwenStefani.

No one expects a Twitter chat with a primetime celebrity and musician to be deep. But what could be good publicity — like a Reddit AMA — ends up in the social media ether on Twitter. Like this:

Or this:

In all, she answered about 20 questions in the half hour block after the “The Voice” on Monday night, sifting through abuse and nonsense. Once upon a time, a Twitter chat was a good idea, a way to see how much you could engage with your followers. These days? There has to be a better way.

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New York Magazine Enters Social TV Conversation With #fallTVhaiku Competition

New-York-Magazine-Logo-Design-by-George-LouisThe year-old ‘New York Magazine Competition’ has enabled plenty of Twitter wordsmiths, but this week, the competition enters into the social TV realm.

COMPETITION NO. 32: FALL-TV HAIKU. Please produce a five-seven-five poem about this season’s television. For example:

Transparent’s Maura
develops unarrested
toward brilliance. Hey now.

Selfie: Sounded fresh
in May, when it was greenlit.
By autumn? #dated.

Enter in the comments thread on nymag.com, or on Twitter with the hashtag #fallTVhaiku, by October 15.

Below, some of the best early entries: Read more

Fred Graver and Twitter TV Team Set to Kick Off MIPCOM

twitter-tv-logo2Next week the TV industry will converge in Cannes for MIPCOM - ”the world’s entertainment content market” – and four days of panels, presentations, screenings, and networking.

On Monday, in a first for Twitter TV at the event, Creative Lead Fred Graver and the global TV team will discuss how Twitter is driving TV audience engagement. The presentation will focus on social TV best practices and will offer a behind-the-scenes look at Twitter’s work with networks and shows.

Twitter has made some major social TV announcements of late, including a partnership with Kantar Media, who will provide “the UK’s official Twitter metric for measuring TV audience engagement.” Also, in mid-September, the social network unveiled findings that live-Tweeting TV shows results in greater conversation volume and follower growth rates. The presentation at MIPCOM will likely touch on this, among other new findings. Read more

Drama Between ‘The Voice’ Judges Boosts Social Engagement

thevoiceYou could watch “The Voice” when it airs or catch it on Hulu. Or you could just read their Twitter feed. The sing-off competition is one of the most popular social television shows during its broadcast but you can get a full recap from the videos posted to their social media accounts.

Live-tweeting is hard to do. If you actually read through the #Scandal hashtags, you don’t get a full picture of everything that’s going on. It’s reaction and emotion based. “The Voice” team doesn’t engage viewers in the competition aside from the “Instant Save” or retweeting who your “judge boo” is, which is all pretty standard Twitter fare. Read more

Kantar Media to Release UK’s Official Twitter TV Audience Engagement Measurement

Twitter and Kantar Media last week unveiled “the UK’s official Twitter metric for measuring Twitter TV audience engagement.”

Kantar, a WPP subsidiary, has been developing the metric with Twitter for the past year and it will be made available beginning in mid-October.

Here’s what the new metrics will include:

  • Unique authors (people Tweeting) and their affinity to brands, channels and programs;
  • Unique audience – using data only available to Kantar Media we are able to measure the number of individuals who viewed Tweets related to individual programs/shows
  • Impressions – the total number of times that a Tweet or Retweet has been seen about a particular program

This is in addition to existing metrics:

  • Number of Tweets and Retweets about a programme before, during and after transmission;
  • Average Tweets per minute and the highest volume of Tweets per minute ascribed to the program in question;

Read more

‘Annabelle’ Is Haunting Twitter, Too

annabelleIt’s not Halloween yet, but “Annabelle,” the prequel to “The Conjuring” that opens in theaters this week is already creeping out Twitter. As if the trailers weren’t enough.

Horror fans have made sure to do their own grassroots promotion by creating fake Annabelle accounts and following people for no good reason other than to scare them.

She’s trending right now in New York. But the marketing execs over at Warner Brothers aren’t making it easy for wimps like me to avoid that scary doll. Is it just me or does this thing autoplay?

There should be rules about this sort of thing.

#RE2PECT: Jeter Fans Relive Last Game on Social Media

Baseball fans have taken over social media this morning with clips from last night’s Yankees game. Clips of Jeter’s walk off single, his farewell lap, and his adorable nephew are all over the place. You can even watch a handful of different versions of that walk-off cut from various broadcasters. The little guy tipping his hat should keep you smiling all weekend.

‘Law and Order: SVU’ Premiere Tops Twitter Ratings

lawandorderNBC’s “Law and Order: SVU” premiered it’s sixteenth season last night and made Nielsen’s Top 5 in Twitter ratings. That has everything to do with the show’s efforts in building a Twitter presence.

Like “Scandal” has gladiators, SVU has #SVUDiehards. Law and Order:SVU is the one in the whole franchise that has given its characters more backstory, more drama, and it helps that they’ve been getting into life and death situations later. In fact, there should be a “Scandal” and “SVU” tweet-off.

Showrunner Warren Leight is active in promoting the week’s episode and live-tweeting during the broadcast.It doesn’t hurt when the whole cast is involved, too:

In between Leight’s interaction with fans, the writers gets in on the fun:

During the show’s airing, you’ll see multiple hashtags trending. Some are official, like the #SaveBabyBenson that went with with plot and some are just jokes amongst fans, like last night’s #NewGuy.

While “Big Brother” and the new “black-ish”beat the show in impressions, it will be interesting to see how they work it all season. Maybe their #WCW is a little cheesy, but “Law and Order:SVU” is no joke on the social media side.

Calling All ‘Scandal’ Rookies: A Guide to ABC’s Thursday Night Hashtags

tgitABC is making a bet that they are dominating your Twitter feed on Thursday nights — and if “Scandal’s” success in past year is any indication, the highly promoted Fall 2014 lineup is going to be hard to ignore. Herewith, a mini-guide to how they make it work:

#TGIT: “Thank God It’s Thursday” is the blanket tag ABC is using to promote the “Grey’s Anatomy,” “Scandal,” and “How To Get Away With Murder”

#CALZONA: “Grey’s” fans have an endearing way of blending couples’ names together to form hashtags and show their support, fury, and envy of whatever the couple is dealing with at the time. Some work better than others (#Jolex hasn’t really caught on yet). This one refers to the ever dramatic Callie and Arizona plot; and it just so happens that the actresses are the most active live-tweeters and use the tag to refer to themselves. ABC’s reported bumps in Twitter engagement when stars live-tweet. Read more

Live-Tweeting TV Shows Lifts Conversation Volume and Follower Growth Rate

twitter-tv-500x306In a post last week for the Twitter’s Media Blog, Anjali Midha, the company’s Head of Global Media & Agency Research, unveiled the findings from a look into the short-term and long-term benefits of shows, stars, and brands live-Tweeting. The study stemmed from a May survey in partnership with FOX, the Advertising Research Foundation (ARF), and db5, which showed that 66% of Twitter users like to see Tweets from official show accounts (61% from actor/cast; 35% from the official show account; 24% from judges/host).

The most current study, according to Midha, “looked at two groups of like programs (for example, top dramas or reality shows) from the U.S. 2013-14 season: one that implemented regular live-Tweeting and one that did not. We then looked within each program to understand how episodes with live-Tweeting compared to their ‘baseline’ conversation levels on Twitter during episodes that did not feature live Tweeting.”

Below, the findings from the study, followed by an infographic of follower growth due to live-tweeting across different genres: Read more

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