Real-time social content is a perfect mate for live television programming because it greatly enhances the overall experience for viewers. Through the integration of real-time social content and live programming, people can watch reactions and commentary from a global live audience while they’re watching and hearing a show on TV. Chloe Sladden, Twitter and Beverly Macy, author of The Power of Real-Time Social Media Marketing have recently written about how real-time social content will create more engaging experiences for TV audiences.
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Filling the Big Content Gap
In social strategy there is always something missing and something to improve. But there’s one area where I see a big gap.
First, the good news. Brands are starting to ‘listen’ to what people are saying. There are great listening and social media management platforms available, such as Spredfast (plug disclosure…I’m an advisor). However, it’s typically a few people inside the company that are paying attention to user generated content. There’s still a long way to go to make this listening penetrate the depths of an organization to achieve what I call “Customer Oxygen”.
Then, there’s the analytics. There are a lot of ways to analyze the data of what people are saying. Many solutions are out there. The gap here is in making the analysis actionable and operational.
But then, once the listening and analysis is going, brands have the biggest challenge with content. What do they say? How do they say it? They have difficulty finding their ‘social voice’, and figuring out what to say where.
This is the big content gap.