The below post is part of our 2014 Social TV Year-in-Review guest post series and is written by TODAY Orange Room Producer Adam Miller.
2014 was the year of…Orange. In September, we celebrated the one-year anniversary of TODAY’s groundbreaking social initiative, the Orange Room hosted by Carson Daly. With our digital studio and audience-driven content across platforms, we’ve become a model for success in social television.
Here are 9 things we learned about social TV in 2014:
1. The audience is excited to be involved.
In the first year of the OR, #OrangeRoom trended 127 times. And that’s just the #OrangeRoom hashtag!
2. Social really allows us to tear down the fourth wall.
We’ve been able to open direct lines of communication between our team and the audience. In just one example Matt Lauer joined Facebook in 2014, kicking off a series of successful weekly live Facebook chats with our viewers.
3. You can’t plan some of the best moments.
From Rokering to Rokerthon, being able to rapidly respond in real time is key, and that’s a big shift from the last six decades of morning news.
4. There’s room for sponsors to participate in new ways.
#LoveYourSelfie and #RealDadMoment are great examples of programs where we’ve partnered with brands that are having similar conversations to our own editorial discussions. As long as we’re transparent with the audience, we’re excited to include sponsors in new ways going forward. Read more