Inside Facebook

Television networks have been taking advantage of Facebook Connect to lure back viewers turning to online forms of entertainment, and several new applications have recently popped up to give Facebook users options for viewing their favorite shows. There’s still a lot of room for improvement, and all the big networks need to do is look around to see how some other brands and individuals are leveraging video on Facebook to increase fans, viewers and business in general.

ABC.com Makes Viewing More Social

ABC scored big numbers this summer when it used Facebook Connect to offer an interactive venue for viewing Michael Jackson’s funeral. Fans of the pop star were able to share comments while watching the performers at the star-studded affair, and the event helped ABC.com grab the highest Nielsen NetRating it’s ever had. ABC Social: Episode Commentary is the latest offering from the network and lets viewers watch shows with the same ability to post comments alongside the video feed, with one of the first integrations happening with the remake of the popular 1980’s series “V”.

Hulu Offers Video From Its Facebook Page

While sites like Hulu are part of the reason people are shutting off their televisions and turning to the internet for entertainment, the bulk of the profitable offerings on the video site are network television programs. Hulu offered early Facebook Connect integrations, letting users share their favorite shows and programs in news feeds. Now the site is offering programming directly from its Facebook page; users can view entire episodes while sharing comments with friends or others viewing the show, as well as share them in news feeds.

Networks Brand Applications To Promote Programming

Some networks are using branded applications to keep Facebook users engaged, relying on the viral nature of the applications to spread word of programming. The USA Network has set up a game arcade featuring characters from some of its more popular original programs, with the capability for Facebook users to log in through their accounts, as well as challenge friends through posts in news feeds. Showtime is also using a popular character to connect to Facebook users — the cable network is giving fans of the show Dexter the chance to “Dexterize” themselves and their friends. The app “slices” their home pages open, delivering one of a few sinister messages, along with programming info and the option of becoming a fan of the show’s Facebook page.

Many television programs with fan pages have been growing in popularity recently, a trend that corresponds with a new season but also points to more users seeking out their favorites on the social network. Users already have plenty of options for viewing and sharing programming through Facebook, as many networks are already using Connect for their own applications.

TV.com, NBC Encourage Fans To Share Favorites Through Facebook

Earlier this year,  TV.com used Facebook Connect to allow users to share their comments about programming on the site through their Facebook feeds. The integration was simple, but the shared content gave TV.com exposure and helped promote the site.

NBC.com launched a similar Connect integration this summer to promote its programming, with the same sharing of network favorites in news feeds. NBC is also working on expanding offerings on its fan page, using Facebook to offer a sneak preview of it new show “Community” earlier this year.

Facebook Helping TV Guide Stay Current

TV Guide also offers an application for sharing favorite programming with friends, as well as links and articles on the TV Guide site. The Connect integration also allows users to add favorites and update their TVGuide.com profile and then relay that information back to their profiles on Facebook, where friends can see common favorites and discover new shows.

Live Streaming Emerging As a Next Step Facebook Video

Some of the latest integrations are using live video streaming, which adds a world of new possibilities for anyone from individuals to TV networks.

Live video streaming on Facebook began to take off with the introduction of Connect late last year. The early leaders in video providers for Facebook were Joost and Vimeo, but now Ustream is the endorsed video provider for Facebook, and online video sites like Hulu are offering more and more content through Connect integration.

Live video integration has evolved to become more accessible through providers like Stickam’s StreamAPI and Ustream. More and more companies, corporations and television networks began using video to stream everything from the 2009 Presidential Inauguration to a Jonas Brothers concert.

Live streaming isn’t just for large events presented by corporations or television networks — anyone can add video to their page using sites like Justin.tv, which gives users the ability to post live video without having to pay large fees for specialized applications. Justin.tv adds a Live tab to users’ Facebook pages to make it easy for interested parties to find video content, thus offering individuals and smaller companies an opportunity to break into the expanding world of video to spread brand messaging.

Facebook’s video offerings are popular not only because of the millions of users already on the site, but because they give viewers the ability to interact with one another by posting comments and sharing reactions to what they are watching. Most of the major events broadcast through Facebook are available through other forms of media, but those other outlets lack the social element that Facebook offers.

Some of the most recent events streaming on Facebook, like a concert series from Austin City Limits and broadcasts of fashion events, are activities that one would usually enjoy live with a friend or group of friends. Live streaming through Facebook gives viewers the ability to enjoy that same social ineraction without having to actually be there. Austin City Limits, for example, is already widely broadcast on PBS, so it’s available to almost everyone with a TV. But with streaming through Facebook and the ability to post comments and share the experience with friends, Facebook users can experience that social element that is such a big part of concerts to go beyond simply hearing or seeing their favorite bands.

Streaming video is also giving networks and businesses further inroads to grabbing Facebook users’ attention, and provider Ustream has been offering its service through Facebook’s “Ustream on Facebook” for several months now with incredible growth since its initiation. Ustream has become increasingly popular among celebrities and influential figures, with everyone from Miley Cyrus to Mark Zuckerburg using the live streaming service to connect with fans and deliver their messages.

Hundreds of events and individuals have utilized Ustream on Facebook to reach more than 4 million total viewers. The program uses an integrated Live tab on the profile page to broadcast special events and video blogs. Facebook has been utilizing Ustream’s service for a while, covering such major events as live concerts and sporting competitions.

Ustream continues to offer brands, celebrities and individuals the opportunity to interact with Facebook users during live events. Ustream on Facebook also offers further interaction with fans by giving them the ability to participate in live chats through Social Stream on Ustream.com.

The Ustream service is free for select brands and partners, and the company continues to take applications to add the service on their site.

Networks Tailor Services To Match Demand

CNN.com had one of the most successful video integrations with its inauguration coverage, and the network is already planning its next move. In a recent interview with NewTeeVee, CNN executive Andy Mitchell revealed that the network is teaming with Facebook again next year for an event that they expect to eclipse the participation during the presidential inauguration.

While CNN also recently laid off members of its streaming news coverage service, it states that the move is actually a precursor to an increased presence online. It’s encouraging to see a network adapting to what users want and how they access video and programming online, as opposed to simply forcing an agenda on users. Television networks that want to get the most from a Facebook presence would be wise to follow CNN’s lead when it comes to online viewing and social networks.