I am so proud of my fellow-couch potatoes that I’d stand up and applaud except that I am holding three remotes and an iPhone in my hands and resting a MacBook Pro and Kindle on my lap. We used to watch TV open-mouthed and drool on the furniture but that was so 2010. Today we’re onto to something big-our consumption of traditional and social media is making history. TV used to own the prime real estate of ratings and now it wants to share with social media. This is a good thing because the giant consumer research company, Nielsen, recognizes this trend and for the first time ever, has begun measuring Twitter and TV together like traffic and weather. TV shows like Dialing For Dollars, entertainment oriented web pages, blogs and Facebook built the framework to share a programming experience and today, Twitter has made interacting even better. It’s fast, easy, reaches millions of people and lights up the globe during big events. When the horse California Chrome lost his big for the Triple Crown at Belmont, the reaction to his owner’s tirade about fairness instantly ignited a real time conversation #CaliforniaChrome that has lasted for days. Why is this happening? It’s simple-television and Twitter have altered our brains and fingers to work as one to watch, talk and listen. I have to credit our daughter, @manthapetrovich, a TV aficionado, for introducing us to Jimmy Fallon and his creative use of #hashtags to engage his audience, as shown by buzzfeed.(
Anna Washenko posted this story on the TV industry’s leadership of #hashtag use. She references the creative crime solving comedy hit (now concluded) Psych on USA Network and how it invited viewers to help catch a criminal on Twitter. Twitter sees this potential too and has been testing TV engagement. It is probably biased, but I agree with this study conducted by Brandwatch and posted by the staff at Hashtags.org that says TV shows with hashtags deliver better viewer participation, which possibly translates to ratings. Personally, I remember events better while Tweeting because to me it’s like taking notes. As mentioned in the top of this post, TV ratings company Nielsen has started measuring how Tweets and TV complement each other. (more in this report by ABC) It found that the Grammys, Oscars and SuperBowl generated the most tweets and reached the most people. Breaking Bad, one of the best TV shows ever, led the way with engagement, averaging more than 500,000 tweets per episode.
News organizations are using this same brand journalism formula. Reporter Dr. Nancy Snyderman is a journalist who brands herself and NBC News on Twitter. While she connects with audiences on TV and Twitter, she is also developing good sources for future stories and growing her fan base. What will the future bring? It’s logical to assume that the barriers between all the media are blurring and that there might be more happy places for popular platforms to prop each other up, something we all need when we’re in couch potato mode. Fellow coach potatoes, if it’s not too much effort, here is another chance to see Jimmy Fallon and Justin Timberlake take hashtagging over the top. The opinions expressed in this blog are my own. My Twitter handle is Ronald Petrovich.