The recent Emmy nominations list saw Netflix, the popular video streaming service being nominated in a record 14 categories this year. For many it is not exactly a surprise to see Netflix make it to the list, however, the fact to observe is that the streaming service is fast capturing a niche in real terms. With digitization becoming a accepted reality, television is no longer in its traditional avatar.
Services like Netflix are popular because they act as the digital platform to help people catch up on soaps and other shows not just on a tv set but through other digital media such tablets and smartphones. It's a thing about changing viewer's experience.
Taking Netflix as a prime example let's see what is this Social TV phenomena.
Social TV is basically how viewers respond to television shows in real time and articulate it on social media sites be it through tweets, hashtags, video streaming services, sharing on platforms, online voting etc. And trust me small screen is a bigtime small business opportunity in itself.
Taking a holistic view, we can basically identify three types of marketing businesses:
- use traditional means of media for promotion
- exclusively use social media
- those who mix the traditional and modern rightly
Broadly seeing the tides of the times, most businesses are opting to go the third way. And that's where Social TV is becoming a new phenomena. While there are many small and medium business enterprises that are venturing into this niche but with much difficulty. With the lack of big advertising budgets, the leverage of making that personal connection with the customers via social TV is lost out easily.
Here is what we feel are some of the advantages that the SMBs should be looking to scale:
1. Study The Trends
Before preparing a full blown media budget, it is important that businesses undertake a study of the various social media trends and people's responses on them. Look for what and how users are tweeting, sharing or pinning. This will certainly help determine the exact target market for your business.
2. Use The Chat
The biggest advantage that SMBs have in the niche is that advertising is much easier unlike earlier times. The real time advantages is that businesses can now act as an interactive bridge between the viewers and show actors, directors etc. Moreover live chats are a fantastic medium to increase the personalization process. Look to intertwine your business pages with popular industry persons on Twitter and Facebook.
3. Be Social
They say "social is a social for a reason". The power of social media as a mainstream business tool is very powerful. Once a target market has been identified, it is important to capture their attention through shows and programs they wish to talk and see. As a business capturing the Social TV domain, your first priority is not to build your brand in a manner manner but subtly. Look out for mediocre shows that are watched, tweet about them, generate a support base. Float an ad in between shows and tweet or comment as much as you can to generate a buzz. That's more than enough to get people talking about you.
Social TV is not some Grecian philosophical mystery to solve. It's all about finding the right symphony with the customers through interaction.
Do let us know your thoughts and ideas about the trends in Social TV by leaving a comment below.
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