This is a guest post by TweetReach Pro customer and all-around smart guy Evan Hamilton, Community Manager at UserVoice.
Earlier this month I had the pleasure of attending the Lithium Network Conference. I heard a lot of great talks by leaders in community. But the most interesting speech was by Chris Blandy, SVP of Digital Media at FOX. He said something that stood out to me (paraphrased):
We’ve traditionally been a B2B company, but in the social media ere we’re having to become a B2C company. It’s a huge, important shift for us.
Here’s the thing: traditional broadcast media has always been a B2C business. Sure, you’re selling ads to businesses. That’s how you make money. But in order to do that, you have to make a successful B2C product: a network of television shows people want to watch.
It’s understandable that this has been unclear. When FOX launched they were only the FOURTH broadcast television network. Sure, they had to compete on programming, but only with three other networks. They could put a show on, and as long as it didn’t tank, they could focus on courting advertisers and making sure the content matched what they wanted, in content and format.
Today there are more than 20 broadcast television networks… not to mention lots of cable networks and web content. And their fans are audible, filling social networks, blogs, and fan sites with comments about the network. The entertainment industry can no longer assume they will have viewers. They need to focus on the real customers they always had: the viewers.
To FOX’s credit, they seem to be refocusing wholeheartedly. Chris used American Idol as the prime example of this. They’re building social spaces for fans to chat (one of the top posts on the forum is a criticism of a judge’s harsh words to an Idol contestant). They’re also building opportunities for their fans to continue to consume content, even between broadcasts, such as their live Twitter Q&A sessions with former Idol stars. And, in a big move for a company that would normally rely on Nielsen ratings, they’re measuring social media buzz while an event is on air (and off) and bringing that into their decision-making process.
But let’s be clear: it’s not about social making customers suddenly important. They’ve always been important. But as relative monopolies disappear and it becomes harder to hide from what they’re saying, broadcast media going to have to focus on their viewers with more intensity. This means not only listening, but acting on their feedback and keeping the relationship going beyond the 1-hour time slot. If you can master this, the advertisers will come.
Evan Hamilton is Community Manager at UserVoice, makers of modern, easy, web-based customer service help desk software. He writes frequently about focusing on your customers on the UserVoice blog. When he finds free time, he plays rollicking americana music at Kicking Tuesday.
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