Written by Brian Stelter, “TV Industry Taps Social Media to Keep Viewers’ Attention” shows the way companies are starting to use the impact of social media for their own gain. This New York Times article focuses on how the ABC network is taking people’s use of sites like Facebook and Twitter to benefit themselves financially. As people start talking about the Academy Awards, ABC has made a second site dedicated to more footage of Oscars. This way, they not only monetize through the airing of the Oscars, but also through the website visitors wanting to see more from the awards.
Stleter claims, “many people feel they have to watch some shows as they premiere in order to keep up with conversations online”. Witnessing this happen on my Twitter timeline on nights of Real Housewives and Jersey Shore airings, I can see this effect. If I am not watching a particular show, I feel that I need to close Twitter or be confused by the influx of tweets reacting to the latest scandalous statement. Watching the Academy Awards last night was no exception as the “Oscars hashtag” flooded my timeline.
While I can see that this may be a clever marketing strategy, I feel that it is a way to take advantage of social media for financial gain. Companies like ABC have taken the opportunity of the impact of events and what Stelter has refered to as a “two screen experience”, such as the Oscars, to further add to their bank accounts.
