In spending some time recently on the web sites of major TV networks, I notice something has not changed much since 2004, or 2005, when TV networks first started developing branded web site counterparts with message board or discussion areas for TV show fans.
In the early days of TV show web sites, discussions about the episodes were not placed against the content, but typically were segmented off in separate areas of the web site, into ‘forum’ areas. And such forums (or ‘message boards’ as they are also known) still exist today, mainly because they are straight forward and easy to use, even though there are other social tools to comment and participate in a conversation around content.
Despite their ease of use, on many a media site, it may take you three or four clicks more to find the discussion threads about a particular program once you’ve found a community ‘tab’. And the discussion threads may be outdated, the last thread may be older than the latest episode of a TV show!
I still think forums are a great way to start new topic threads and allow fans of a TV show, movie, or artist to discuss in depth the content as comment boxes may have a text limit.
Yet when forums are the ONLY place to discuss the content, and there’s no way for fans to comment directly against the content (e.g. comment below a video, or a blog post), you see some interesting drop offs in site engagement. Also, fans go to other sites, like Facebook where they can comment directly against the content, leaving the branded entertainment sites behind.
For example, I examined the ‘community’ tab for the Fox animated comedy ‘American Dad’.
Fan Forums / Community area of Fox.com for the TV show ‘American Dad’
In the show related forum pictured above, at the time of writing this blog, the last post by a fan is from 5 days ago, and the post received only 26 views. Meanwhile I went to the Facebook fan page for ‘American Dad’ and found that page owner Fox had posted a episode clip just a day ago. Because commenting was allowed in line, against the content, the clip netted 75 comments in just one day and over 1400 ‘likes’, way surpassing the social engagement of a 5 day old post on Fox’s own community.
Fans can’t comment on video clips of ‘American Dad’ on Fox.com, but fans are allowed on to Facebook, greatly increasing the engagement off the main site
So while American Dad fans can’t comment against the video clips on the Fox.com site they are enabled to do so on the Facebook fan page for the show, or on the official YouTube posted clips for the program.
I’ve never been a fan of the way that Facebook photos jump me from mini view to another page. But this new lightbox like version of clicking on photos really rocks! Nice work Facebook. Too bad the first experience I had was Tyler’s ugly mug!
Click on photos in your Newsfeed or Notifications to see the new feature.
“The one thing all the popular Japanese social media platforms have in common is anonymity,”
Facebook has more than 500 million active users and is the most popular social media channel in the world. But accordingly to an online article from The Next Web, Japan is one of Facebook’s lowest performing markets. Out of an online population of almost 100 million, there are just 2 million registered Facebook users which represents a penetration of just 2%. Read More »
Not only is cloud is becoming mainstream as a business IT solution, but mobile is taking over as the preferred method of computing, and virtualization is proliferating, too.
Want to learn more about these opportunities and find out about what role the network will play in supporting these opportunities–from the comfort of your home or office? Then be sure to register for Cisco Virtual Partner Summit 2011. Virtual Partner Summit will be the spot in which you can learn, share, and engage.
Virtual Partner Summit takes place online on March 1–3, 2011 and costs nothing for Cisco partners to attend. All you have to do is register and join us.
Yesterday I had the chance to host a live broadcast with social media guru Brian Solis—our first Partner Velocity Virtual Engagement. In our hour-long session, Engage: How to Build, Cultivate, and Measure Success in the New Web, Brian discussed the importance of building engagement with both current and potential customers through new social media tools.
Here’s a replay of our broadcast in case you missed it.
Want to learn the tips that Brian shared? Here’s a recap of our broadcast. Read More »