Tag Archives: Rita Mogilanski

SMWNYC 2015: “The Evolution of Social TV”

Written by: Rita Mogilanski
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SMWNYI attended Social Media Week in NYC last week and was impressed by the massive turnout. Each year, more and more people attend this conference as more agencies, platforms, products and brands try to keep up with the ever-changing space. One particularly noteworthy session (besides the fireside chat with social media celebrity Pete Cashmore) highlighted the evolution of social TV and featured panelists representing research and analytics agencies, as well as major television networks.

3 key takeaways from the session:

  1. “Social” and “TV” should not be considered two separate entities.

Television has always been naturally social. It has consistently been the main topic of conversation around the “watercooler,” even as the watercooler moved from the office to the Internet. Advertisers and content creators should not split “social” and “TV” from each other. Social TV as a concept revolves around making TV content appropriate for social platforms or including elements that encourage social conversation. Realistically, all content should be driving conversation and connecting fans with each other and with the cast members. Compelling TV content should be everywhere, influencing conversations in real time from the TV screen or from the second screen.

  1. Analytics and measurement tools need to adjust how they are assessing viewer data.

Qualitative measurements are becoming more important than quantitative measurements. The sheer number of people who are talking about your show in real time on social is not as important as the sentiment of the conversation and figuring out the emotional connection fans have. Did the majority of fans enjoy the episode? Will they return for the next episode?

The future of social TV measurement tools is moving toward a standard to assess all the different social platforms. Twitter is currently the main platform where real time marketing is being measured, but moving forward there will need to be a metric that takes all platforms and quality of social conversation into consideration to provide one standard of measurement. Additionally, with the new TV viewing habits of binge watching on weekends and watching TV online, networks may have to change how they look at each viewer. Traditionally, networks valued live viewership, but the viewer who watches five episodes in a row on a Sunday may be more valuable than one user who watched the show live.

SMWNY2

  1. Leveraging talent is the best way to reach fans.

Celebrities are naturally influential and can reach millions of users with just one click of the “retweet” button. Booking talent specifically for episodes paves the way for organic participation, as talent will want to encourage users to watch them on the show. Giving talent on a show a guide to how they can promote themselves on social, as well as plenty of content to promote on their channels, will help drive natural conversation.

Social TV is moving so fast that networks are scrambling to keep up. The traditional way of measuring viewership is slowly evolving. Those of us looking at social data to inform content need to keep sentiment in mind over volume, and look for ways to seamlessly integrate social to drive natural conversation.

List of panelists: http://socialmediaweek.org/newyork/events/evolution-social-tv/

Just When You Thought You Knew Everything About Hashtags…

Written by: Rita Mogilanski
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You may be surprised to learn that there are very specific and different rules for using hashtags on each social platform. This red, yellow, and green guide will explain how lenient and indulgent one should be when including hashtags in a post.

  • Red = Steer clear of using hashtags
  • Yellow = Use hashtags sparingly
  • Green = Go hashtag crazy.

FB logo Facebook
Red. Stop. Move away from “shift” and “3” keys. Hashtags should not be a priority on Facebook. When applicable, tag a partner page instead of using a hashtag. Hashtags should only be implemented when it complements a call to action as part of a larger, cross-platform campaign.

Twitter logo Twitter
Yellow. Twitter is the birthplace of hashtags and still their most natural home. Tweets with hashtags get two times more engagement than tweets without, and 55% more retweets. However, using MORE than two hashtags in a tweet actually decreases engagement by 17%, so use them wisely.

YouTube logo YouTube
Green. Feel free to go hashtag crazy. Hashtags (in the tagging section) on videos are important for search and discoverability. Use at least 3 tags on videos to increase the likelihood that users will find your content.

GPlus logo Google+
Yellow. Like YouTube, Google+ is a platform that is important for search. Google will automatically tag certain posts with relevant and popular hashtags. Hashtags can also be added to comments on a post. It is often good practice to tag or add search terms used for paid SEO and webpage strategies on Google+ posts as well. Use one or two hashtags that will help users discover content.

Instagram logo Instagram
Green. Instagram is home to #ThrowbackThursday, #TransformationTuesday, and other alliterations that allow users to post baby pictures. #There #seems #to #be #a #hashtag #epidemic #on #Instagram, but believe it or not, these people have the right idea. Hashtags are the primary way to find and browse new content on Instagram, and data has shown that interactions are highest on posts with 11+ hashtags. While over-hashtagging is distracting and considered poor etiquette, do not hesitate to include as many hashtags as are relevant to the post to increase discoverability.

Tumblrlogo Tumblr
Green. Like YouTube, hashtags are hidden on the back-end on Tumblr. This allows users to post more hashtags that cover all the aspects of the content. Use 9-12 terms that are both specific and general to completely represent the post content and the interests of the audience. Just remember that only the hashtags that are entered into the tag section will be clickable and searchable.

Pinterest logo Pinterest
Red. Believe it or not, hashtags may harm the reach of content on Pinterest. Clicking a hashtag will actually take you away from the content on the page, and to a list of all posts using that hashtag. This means that you will end up driving users to a list of other similar brands and competing content. Keywords, without a hashtag attached, are a better way to label content and help users discover it.

Vine logo Vine
Yellow. Like Instagram, hashtags are really the main way to find content, and like Twitter, Vine features trending hashtags and topics. It is best to include any and all relevant hashtags, but over-hashtagging isn’t proper etiquette. #DoItForTheVine

LinkedIn logo LinkedIn
Red. LinkedIn is unique in that the platform does not support hashtags at all. They are not clickable or searchable. A hashtagged word will just show up as normal text, and what good is a pound sign if doesn’t automatically hyperlink? Steer clear.