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Why Social Media Needs TV and TV Needs Social

October 16, 2012

Strengths and Weaknesses of Both Create Ideal Fit for the Future


I’m always scouring my fav marketing websites to look for ideas and today I ran across this great article from Wanted to share it with you. -Robin

“Every now and then, we come across a couple seemingly made for each other. Think of Barack and Michelle Obama, Jay-Z and Beyonce, or John Stamos and his array of hair products. Marketers are reaping the benefit of another match made in heaven, and as the industry evolves, these two will change the way each other operate: That’s social media and television.

I’m not talking about second screen marketing; I’m referring to social’s growing ability to provide what television doesn’t, and television’s ability to dispel the biggest argument against social. I had an opportunity to speak with social media leads at a few brands that are well versed in both mediums — Jon Budd of Hyundai, Adam Kmiec of Campbell’s Soup and Barbara Liss of Quaker Foods — and it was clear that the symbiotic relationship between social and TV is on the minds of marketers worldwide.

Consider television’s strengths: wide-reaching, immediate impact on sales proven through years of media-mix modeling and a universally accepted data provider. (Yes I just counted Nielsen as a strength; I’ll explain later.) Now consider TV’s greatest weaknesses: earned media and long-term benefit. Tracking the results of broadcast marketing is like looking at a heart rate monitor; a brand makes a media investment, impressions shoot up (directly proportionate to the dollars spent), and sales increase. Then as soon as dollars are out of the market, conversation and subsequent conversion drop significantly.

This is where social comes in. More and more brands are using social as a megaphone to bolster broadcast campaigns, driving earned media that boosts the heart rate while lowering the cost per impression. Furthermore, since people are always talking online, social can allow a brand to monitor and impact the conversation so that the heart rate never drops down. Therefore, television’s short-term benefits seed long-term advocacy, with social serving as the soil. As Barbara Liss put it, “With the advent of social, brands now have strong loyalty-building opportunities to complement the messages on TV. And if done right, TV can enhance conversation.”” Read the rest of the article here.


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