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BizReport : Social Marketing : September 08, 2015

TV networks failing to engage on social during weekends

TV networks have been found to be at their quietest during the period when audiences were their busiest on social media - the weekend.

by Helen Leggatt

A Brandwatch report, 'Social Insights on the Television Network Industry' reveals that television networks are not taking the opportunity to engage with audiences during weekends when they are at their peak of engagement. This lack of engagement and long wait times for responses can seriously damage a network's reputation.

Of the 35 major television networks involved in the study, which include the likes of Hulu and Netflix, found that they were active during primetime television (6pm until 11pm) and almost half (47%) responded to social media posts within 10 minutes or less of the first Tweet while 73% were within an hour of the first mention.

Netflix was found to be tops in social conversation being Tweeted about 30,000 from 1 April to 1 June, way ahead of the next network, Fox, with 8,831 mentions. The fastest responding network was MTV - the network sometimes responding within the same minute as the @ mention - way more responsive than the Food Network that takes 8 hours to respond.

For television networks, social media and streaming services have marked an important change in the way audiences discover and connect with brands and their content," says Brandwatch. "Television networks' online voice now only represents 1% of the conversation published on Twitter. Clearly, networks face an imperative to identify, analyze and understand the social dialogue shaping the way their businesses and content are perceived."

Image via Shutterstock

Tags: social media, television

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