Facebook has been working to open up its data treasure chest to media sites, and this is the latest way that the relationship has progressed. Every week, The Hollywood Reporter will release a list of the top 10 most talked about television shows, according to Facebook mentions.
SecondSync, a leading provider of social TV analytics solutions in the U.K., joined forces with Facebook to produce a first of its kind global study tracking TV conversation in the U.S., U.K., and Australia.
The findings provide a view of how people in those areas watch TV programs and engage on Facebook. The statistics were pulled from aggregated and anonymized data to protect privacy:
- Facebook is showing the ability to be a real-time platform, as 60 percent of TV-related Facebook interactions happen during the show airing.
- The scale of TV-related chatter on Facebook corresponds to the reach of the social network.
- 80 percent of TV-related chatter on Facebook is generated from mobile devices
- The study also revealed patterns of engagement and types of interaction on Facebook across TV genres, demographics and geographies – program by program. For example: Dramas generate the highest bookend pattern while films generate the most consistent peaks in engagement.
While many people will watch Sunday’s Super Bowl for the football, others will be more interested in the commercials.
Ampush, a Facebook Strategic Preferred Marketing Developer, recently looked at the effectiveness of Facebook ads compared to television and Twitter, as all three will likely be in full force for the next few days.
Ampush found that Facebook ad campaigns drive more sales than TV and Twitter combined. The average Super Bowl ad is going for $4 million. Wonder what could happen if advertisers used that much money on Facebook or Twitter? Click below.
Ninety-five percent of the social conversation around TV is taking place on Twitter, Twitter has said.
But Facebook shot off another volley in the battle to own social TV at Mediabistro’s Lost Remote Show in Los Angeles on Friday. Said Kelly Davies Michelena, Strategic Partner Development of Broadcast for Facebook, in her opening remarks: “We have 5 times the social conversation around television than any other platform—combined.”
You may not be able to afford to hire household name musicians as spokespeople for your Facebook page, but you can definitely tap into customers’ interest in certain performers for your marketing strategy.
A report just released by ePrize, a digital engagement agency, gives marketers and company decision makers plenty of fodder to establish commonality with their clients. Some of the Facebook-relevant data includes:
- Those under 18 who liked an artist preferred Eminem (35.5%), followed by Katy Perry (34.9%) and Taylor Swift (33.9%).
- Taylor Swift was liked by 18.7% of those ages 33-44 who preferred an artist, followed by Maroon 5 (15.5%) and Adele (14.9%)
- The 55 and over crowd also preferred Swift (17%) followed by Lady Antebellum (11.7%) and Maroon 5 (11.3%).
Facebook is looking to cut into Twitter’s market share in terms of interaction during television shows. The social network has adopted hashtags and opened up its data cache to media channels in an effort to get more people posting on Facebook as they watch their favorite programs.
As Facebook makes an ever greater push to win the second screen, TV stations are increasingly leveraging its massive audience and actionable analytics to drive viewership and make smart programming decisions. In my position as the social media strategist for San Diego’s ABC 10News, the ABC affiliate owned by The E.W. Scripps Company, I’m always looking for ways to drive audience to our on-air and digital products, enhance storytelling and amplify our reach via Facebook.
Here are some of the best practices we’ve developed.
Though a mainstay of direct-response marketing and home for niche audiences, Facebook has lagged behind TV as a channel for broadcast messaging. But more and more, marketers have been exploring the site – along with Twitter and Instagram – as a way to reach consumers en masse. Especially since the availability of cross-screen metrics offers detailed insight into how digital networks can boost TV and broadcast media.
A just-released Nielsen study commissioned by Facebook shows how Mark Zuckerberg’s social network can dramatically amplify TV’s reach, especially for youth and young adults.
The synopsis concluded that Facebook is still a valuable medium: (more…)
TV stations are turning to Facebook to not only gain new viewers, but engage with people who already fans of shows. Networks are using Facebook to give fans sneak peeks of shows through exclusive video clips, but also to provide a second-screen experience. Through recap threads, fans of shows can engage with one another. As more users adopt hashtags — which is a popular way for Twitter users to engage about TV shows — Facebook will likely become an even stronger second-screen presence.
Hassan Bawab, the Founder and CEO of digital marketing firm MagicLogix, recently spoke with Inside Facebook about how TV shows and networks are utilizing Facebook for a richer experience. He also talked about how networks are learning more about their target audience through Facebook by giving viewers a forum to discuss their favorite shows:
(The second-screen platform) seems to be the number-one step for using Facebook whenever they have their targeted audience. It’s allowing them to make comments and chat and provide input. It also allows (networks) to build a communication bridge and they can have all of this communication before they start the show, once they start the show, during the show and after the show. So all this data is being collected and it allows the users to respond intelligently.
But what networks are the best at stimulating conversation and buzz through Facebook? According to PageData, Fox News is the most talked about Facebook page run by a major American TV station (such as NBC, ABC and CBS). Meanwhile, Ellen Degeneres’ popular show is the most-talked about TV show in the social network.
Facebook video ad units could come with TV price tags – Facebook is reportedly prepping to sell its new video ads with an “upfront”-type marketplace and TV-like prices. According to AdAge, Facebook will have four daily summer slots — women over 30, women under 30, men over 30 and men over 30 — with an asking price close to $1 million. The exact ad format hasn’t been locked down, but it is believed that the videos will be 15-seconds long and users will see no more than three per day at launch. It is unclear whether the ads will autoplay in the feed or not.
More Messenger for Android users get free calling - Facebook this week released an update for its Messenger app on Android, bringing free VoiP calling to users in the U.S. and 23 other countries. Previously, this was in testing with Android users in Canada and iOS users in several countries. From Messenger, users can tap the “i” button inside a conversation and then select “Free Call.”
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