A Lesson Learned.

Over the last few weeks, I have learned a lot about how the television industry is using social media. Even though I was familiar with a few shows on Facebook and Twitter, I had no idea of the extent to which the industry was involved. Here are a few things I learned.

First, I did not think so many networks would have begun to use social media. I thought maybe one or two would have a blog, so I was surprised to see that every single one of the ten networks I researched had at least one item on their website that could be characterized as social media.

I also realized how broad the range of social media is. I didn’t think much beyond blogs, podcasts, and Twitter, but there is so much more out there. From the ability to upload pictures to virtual reality websites, networks are providing all sorts of ways for viewers to connect.

I never understood how much networks depend on social networking sites to keep their viewers on their websites and watching their shows. For example, announcements are “tweeted,” blogged, podcasted, and made a Facebook announcement, and they are all connected to one another. Viewers can see any or all of these, and they all lead back to the main website. This is such a good tool for advertising and communication.

I now see how important it is for viewers to feel connected and for them to be able to communicate with each other and the network. And I definitely am more connected to some of my favorite networks now, as a result of my research, and I will continue to watch how the phenomenon expands in the future.

Quick Rundown

Instead of dedicating a whole blog post to each of the last four networks, I am just going to give each of them a rundown, listing the basics from each website.

We’ll start with Discovery. I give them an A. They’ve got a link to the blog pages in the top tool bar, a huge box with icons to follow them on Twitter, Facebook and YouTube, and opportunities for viewers to upload videos. There are even a few quizzes. Overall a pretty interactive website, which is excellent for such a learning environment.

Sci Fi has something that I haven’t seen yet in my reasearch. I don’t really know if this is considered social media, but it sure is cool. They offer a bunch of iPhone Apps that all relate to Sci Fi. This is so  convenient, because fans can just come to one place to download apps that they are interested in, and they will always come back to the website for more. They also have a TON of forums for viewers and fans to talk about their favorite shows. Like I have said before, this is an excellent medium for viewers to communicate with the network and each other.

Next up is Spike. While the website offers much of the same things as all of the other networks, such as blogs and videos, they have a news feed featured right in the middle of their home page. Similar to sites like E! Online, it is just a constant feed of news stories and breaking news that their viewers would be interested in. This is a very clever way to keep people coming back for more.

Last but not least is the Weather Channel. Not that I can honestly say that I am surprised, but their website is not busting at the seams with social media. There are some videos, and the opportunity for visitors to type in their zip code to get a 10 day weather forecast (I don’t know what I would do without this,) but there isn’t much chance for communication. There are links for putting weather forecasts on your website or RSS feed, so I guess that is a step in the right direction.

So there you have it, a run down of ten major TV networks and what they are doing with social media.

Viacom Gets the Picture

Instead of the usual “go to the website and talk about what I find there” approach I have taken for the first 5 networks I have talked about, I am going to look elsewhere to see what Comedy Central is doing in the realm of social media.  I looked on Smart Brief to see what what I could find.

Smart Brief listed pages of press releases by and about Comedy Central. The first release I clicked on taught me something very interesting, not just about Comedy Central, but about all of the networks I have researched so far. Part of the release’s boiler talked a little bit about the company that owns the network, Viacom. The article listed some of the other networks owned by Viacom, including CMT and Nickelodeon. I did a little more research and found out that Viacom also owns BET. This explains a lot. All of the Viacom networks have been the ones that have effectively used social media on their website, while the only network not owned by Viacom (Food Network) has been the only one lacking. This means that Viacom, being the entertainment conglomerate that it is, probably holds its networks to a certain standard in communication and media.

I next went to the Viacom website to see what I could find there. Because it was the subject of the class lecture today, the Investor Relations tab immediately caught my eye. I was a little surprised to find that there was NOT a video annual report, though there was a lot of downloadable information (all in PDF). They do provide excellent contact information, which I have learned is crucial to an effective website.

Back to Comedy Central, the most interesting thing I found on their website in terms of social media is an application that allows viewers to upload their own stand up comedy videos for the chance to be aired on television. I think this is a great way to drive traffic to your website. If someone sees one of the videos on TV and is interested in commenting or seeing more, they have to go to the website.

On a partially related note, I would like to wish a happy 10th birthday to one of my favorite Nickelodeon characters, Spongebob Squarepants. I remember way back when the show first started (when, you might remember, the Nickelodeon website was not equipped with so much social media…)

Music To My Ears

BET and CMT are both networks centered around music. Albeit very different genres of music, most people would visit each website for the same thing- music videos, ringtones, etcetera. The websites are actually eerily similar in layout, but that is beside the point. As seems to be the trend with other networks though, both websites also prove to be a hub for social media.

Of corse, both sites offer links to blogs on their home pages, but that is expected at this point in my research. What I am more interested in is the fact that both networks have a link to a community page in their main tool bars. This brings up an interesting idea.

I have never really thought about a music network website being a community before, but I suppose that is actually exactly what it is. Where else are fans from all around the country going to discuss and share their favorite music? Local radio stations’ websites can provide a limited platform, but that would only provide a small perspective. Because networks like BET and CMT are centered around a specific genre of music and are accesable nationwide (and internationally in some cases,) their website is the perfect forum for discussion and music sharing.

In the community page on BET, viewers are allowed to upload a picture of themselves, and other viewers vote on the hottest male and female of the day. While this may seem silly to some, a lot of people might use this feature as a way to get themselves out there and be a part of the entertainment world. You also might not realize that, while for superficial reasons, this allows viewers nationwide to physically see the people they are communicating with, which helps strengthen the feeling of community.

Something that caught my eye on the CMT community page is something called “CMT One Country” where viewers nationwide can come together and volunteer. The volunteer projects range from making donations to charities to teaching kids how to swim. Anyone can search volunteer opportunities in their area to see what is available then share their stories on any of the social media provided. On the site, there is a link to groups on Facebook, Myspace, Twitter, and Flux. (Evidentially both CMT and BET have twitters that are advertised on their home pages, so why they didn’t come up in my first search remains a mystery.)

I think something as community driven as volunteering is just a testament to how strong a community can be on the internet. Whether it is centered on music, food, books, etc., online communities are definitely on the rise and becoming stronger. It is definitely to their advantage for BET and CMT to be so involved.

Kids These Days…

Recently I have found myself thinking “Wow- we didn’t have this when I was a kid!” a lot more often than I used to. The Nickelodeon website is just another instance of this. First of all, the website is awesome. It has games and videos, but it is so bright and eye catching that it is hard to not want to explore. I also likes the colorful Popsicle advertisements scattered about the homepage. Overall however, I found the Nickelodeon website to be a wealth of social media.

The first thing I noticed on the website was that kids (and parents I suppose) can create a “Nick Name” and log in every time they visit the site. This allows them to do anything from keep track of game scores to upload videos. They can also win points for doing anything from winning a game to receiving the newsletter. To me, this is such a good idea. Kids love to have their own space, and allowing them to log in as themselves and keep track of their favorite shows and games is brilliant.

While the whole “Nick Name” thing makes sense, I wasn’t really expecting them to have too much more. I was wrong. Linked to from the homepage, the “Buzz” page offers  SO MANY ways for fans to connect and communicate with the network.

The first link on the Buzz is to subscribe to the newsletter. This is a good tool for both parents and kids, in that they can keep up to date on the happenings at Nickelodeon. The newsletter also gives subscribers access to “Nick Newsflash.” Like I expected, the newsletter is sent via email, which of corse, will always link readers back to the main website.

Next is “Nicktropolis.” This seems to be some sort of Nickelodeon-sponsored virtual reality world. Those with a “Nick Name” can make an avatar (or NickSelf) and do everything from pick out your clothes to adopt a pet. This is a really good alternative for kids who may not be mature enough for other games like Second Life or Simms.

The Buzz also has thirteen podcasts. These short, but useful videos are mostly just behind-the-scenes looks at shows and movies, but to kids, they are golden. For kids who idolize the stars of Nickelodeon shows, this is a perfect tool.

The last really interesting thing on the Buzz page are message boards. There are over a hundred boards, all based on shows, movies, games, and Buzz pages like MyNick and Nicktropolis. This is an excellent tool for viewers to communicate with each other as well as the network about their favorite shows. They can share ideas and also ask questions and voice concerns. Nickelodeon even has a whole page of rules teaching kids some basic guidelines for having an online presence. The tips range from password safety to what to write about.

To be honest, I was surprised at the amount of social media found on the Nickelodeon website. For a network that centers around kids and pre-teens, they are definitely embracing social media to stay connected and keep their viewers coming back. Like I said, they sure didn’t have this when I was a kid!

What’s Cookin’? Not Much…

I have spent many a rainy afternoon watching hours upon hours of food network, and absolutely love trying out many of the recipes I watch my favorite chefs make on their shows. Unfortunately, those recipes are about all you can find on the Food Network website.

Of corse, I began my research on the main website for the network, and to my disappointment, there was not one link on the home page to a blog, webcast, or anything of the sort. The closest thing to social media in sight is a poll (asking “What is your favorite food to throw on the grill?” to which I answered chicken.)

After scrutinizing every link on the page, I actually did find one line that linked to “Bob’s Blog.” The blog itself is not bad. It seems to be a weekly recap of a few shows, and includes videos, links, and a place to email Bob himself. The main problem is that there should be more of these.

I next went to some of the individual chefs’ pages on the Food Network site to see if they linked to blogs: they did not. Most chefs had links to their personal websites where they had a FAQ page, or a place to email the chef. For example, the “Ask Bobby” page on Bobby Flay’s website, where he personally answeres viewer questions. Sandra Lee had a press kit on her website, but it just showcases all of her magazine appearances.

One blog that did impress me was Duff Goldman’s, of Ace of Cakes (one of my favorite shows.) On his blog (which is actually written by Mary Alice, one of the decorators in the show,but is featured right in the middle of his show’s website,) includes videos from episodes, links to competitions, and upcoming events. Since Ace of Cakes is such a hip and contemporaty show, I think this is really appropriate.

As a last ditch effort to find some sort of social media usage by Food Network, I googled it. I got a few blogs of Food Network fanatics, but nothing from the network itself. Nothing on SmartBrief either.

Overall, I am a little suprised  that Food Network is so behind in social media. To me, recipes are something that require a lot of discussion, and I don’t see the network offering a place for that. I hope in the future I don’t have any comments or suggestions about the shows I watch or the recipes I cook, because I wouldn’t know what to do with them.

ESPN Gets Connected

Earlier in the week, as I sat with my dad watching Sports Center, I told him how I was researching how ESPN used social media to connect with their viewers. “Good luck,” he told me. “ESPN is a man’s network- we don’t use all of that Twitter stuff.”

I was excited to tell my dad that he was absolutely wrong. ESPN has social media down pat. Their understanding of how to use the internet to their advantage definitely impressed me.

You might remember from my preliminary research that several ESPN shows had their own Twitter page, as well as many Facebook fanpages. While ESPN itself doesn’t have a profile, it is good that people from the individual shows want to be connected. It doesn’t end there, however.

I began my research, obviously, on the ESPN website. The first thing that caught my eye was a link to Bill Simmons’s podcast, “The BS Report,” on Sports Guy’s World. “OK,” I told myself, “Podcasts are good.” Besides this podcast updating regularly and providing episode summaries, I found something even more interesting. You can download a widget of the podcast right to your blog, Facebook profile, or dashboard! You can actually download a widget for EIGHT blogs, podcasts, and columns. This is such a good idea! What better way to ensure that people are keeping up to date on your publication than allowing them to put it exactly where they want it!

Simmons’s Podcast is not the only one featured on the ESPN website- they actually have a whole PodCenter! I immediately noticed that they have a Twitter icon for you to follow them, but this was not one of the accounts that came up when I searched ESPN. They might learn something from doing a little research in SEO! Anyway, the PodCenter has an impressive three pages of podcasts, all which discuss something a little different. Podcasts range from Nascar with “Jayski’s Podcast” to well known shows like “Mike and Mike.” You can also find links to a few videos on this page.

SportsNation is also an area of ESPN’s website that embraces social media. This pages, that is like a blog/chat  room, features answers from players, writers, and fans to questions, as well as polls and links to numerous other blogs and websites. It is such a hybrid of social media at work that I am having trouble classifying it. It is definietly a huge connection between sports fans and ESPN.

So, as it turns out, ESPN makes a huge showing in the Social Media world. Contrary to my dad’s belief of it being a “man’s network,” ESPN knows how to harness the power of social media and allows sports fans world wide to connect with their favorite sports network.

Who’s Watching?

I guess I should start off with first things first. WHO in the television industry is blogging?

Let’s start with what I already know: my favorite shows. Of corse I already follow all of my favorite shows on Twitter, like One Tree Hill, American Idol and Grey’s Anatomy. I also follow some of my favorite actors/contestants from different shows, like Kris Allen, who won American Idol this year and Oprah. These sites update (some more regularly than others) with spoilers, pictures, and information on the actors and networks. For example, the One Tree Hill Twitter is currently updating daily with behind the scenes pictures and insider information from the set of season seven that they are currently filming. For an avid TV fan, some of this information is priceless!

I am also a fan of MANY shows, actors, and networks on Facebook. Some of my favorite shows that I am a fan of on Facebook are Greek, Boy Beets World and Gilmore Girls. I am also a fan of John Krasinski, my favorite actor on The Office, and Kate Voegele, an actress and musician from One Tree Hill. These sites are more fan-based, but it is still neat to see who else likes the same things you do. I am surprised to find that many of the fans commenting are international, and commenting in a language other than english!

So that is what I knew. Basically just prime time, major network kind of stuff. Not very broad. So I did a little research. First, I picked 10 networks that I thought covered a pretty broad range of interest. These networks are ESPN, Food Network, Nickelodeon, BET, CMT, Comedy Central, Discovery, Sci Fi, Spike, and the Weather Channel. In picking these networks, I tried to steer away from stations that only rerun movies or shows, because they don’t have any live personalities like anchors, hosts, or actors.

Next, I searched these networks on Twitter and Facebook. Here is what I found for each network:

Many shows on ESPN have Twitter pages. The top 3 in the search were FirstTake, ESPN 360, and College Hoops. You can also become a fan of just about anything ESPN related on Facebook.

Food Network only has a few pages on Twitter: The Food Network, The Food Network Blog, and The Food Network Canada. Rachel Ray has a blog, but she hasn’t updated since February; Bobby Flay is a little more active. Again, you can be a fan of most everything Food Network on Facebook.

Nickelodeon was a little more interesting. While you can, of corse, become a fan of just about every show ever aired on Nickelodeon on Facebook, Twitter is a little less enthusiastic. There is a Twitter page for the Nick Hotel in Orlando, there isn’t one for any of the shows, or even the network itself. Some actors have blogs, like Drake Bell and Miranda Cosgrove, who has a personal twitter as well as one for news.

BET is very active on Twitter, hosting an official network page, along with a page for the BET Awards. I also find it exciting that they are following over 2,000 people, which means they are actively communication with their viewers!

Interestingly enough, there isn’t a Twitter page for CMT, but there IS one for CMT Canada. There is also a Twitter for “CMT on Tour,” and obviously, many of the artists that the Network features. You can also become a fan of just about all of the artists, along with the network itself, on Facebook.

Comedy Central also has some unusual location specifics. There is a page for Comedy Central Germany, Comedy Central UK, and Comedy Central New Zealand, but not a legitimate Comedy Central US page. Also, many comedians that found their start on the network have made pages, such as Dane Cook.

Discovery Channel has a Twitter that updates with news, questions, and fun facts (like shark facts during shark week!). There is also several Facebook fan pages.

The Sci Fi Channel also has several international Twitter Pages, but they also have a page for something called “Sci Fi Wire,” which is part of the Sci Fi Online Network. This network, as far as I can tell from my brief research, is very active in the online community. Many of the actors also have Twitter pages.

Not all too surprisingly, Spike TV doesn’t have anything on Twitter. Fortunately, you can still join the network group on Facebook.

Finally, the Weather Channel. Very surprisingly, they don’t have a Twitter page either. The do, obviously, have a very active website, but it is not transfered to Twitter.

This is just a preliminary search to see who is on Twitter and Facebook, and how active each of them are. I will get more in depth into each network later