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BizReport : Social Marketing : January 15, 2007

BBC Tunes In To Social Networking

The BBC tunes in to their online audience using social networking channels.

by Helen Leggatt

By exploring the addition of social-networking elements, the British Broadcasting Corporation (BBC) is hoping to add the ability for visitors to interact not only with each other but also with its brands. It is a shrewd business strategy for them, as social networking is known to build customer loyalty and is an effective two-way communication media.

The BBC, which has invested heavily in its online activity, receives around 14.5 million unique users a month.

Their new social networking sites will not necessarily focus on teens, the traditional social network user, but would also cater for other demographics including viewers of top brand shows such as Top Gear (popular motoring show), Radio Times (TV guide) and BBC Good Food (cookery). “The teen part of this (trend) might have reached capacity, but there might be other communities that we could explore given the brand and our existing online presence,” a BBC Worldwide spokeswoman told Reuters.

The BBC, which gets no income from advertising, is rumored to have put aside nearly $700 million to revamp its online presence.

Tags: BBC, social networking

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