Hey Social Media, Get Off My TV!

Hey Social Media, Get Off My TV!

iModerate Author

Jun 09, 2011

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Being a marketer I have made every effort to embrace social media. I love that it brings people together and empowers us all to speak out and engage. From igniting social and political movements to reshaping brands and their image, social media can do it all – including ruin television.

Let me explain. I understand that it’s all about integration, interaction and options these days. We are multitasking more and focusing less, blending everything and separating nothing. But social media has taken over my television and I want it back. It started with programs scrolling tweets at the bottom of the screen. Now there are some shows, and quality ones at that, where there is just too much time and screen dedicated to social. In giving their audience 360 degree access and engagement, these programs have become blurry messes. To make it worse, so much of the integration seems forced and contrived.

I caught a bit of The Voice this week, which by all accounts is a very successful and entertaining show. I was more than impressed by the singing and truly enjoyed the judges’ banter. Then I was taken to “The V Room” – an odd social media bunker of sorts where the artists, instead of singing, were all on smart phones and where a third of my screen was dedicated to audience tweets. Rather than read what Mary in Des Moines thought of the last act, I decided to change the channel.

Given that this scenario is becoming more commonplace, here’s my quick two cents… you don’t have to link everything all the time. I have no issue with water cooler talk on social networks. The occasional audience question coming from Twitter, no problem. But please Mr. or Mrs. Whoever Makes These Decisions, just because you can bring social into every aspect of your programs doesn’t mean you have to. A little constraint would be very much appreciated.

iModerate Author

  • Funny – i was just ranting about this over launch. Whose interest is it in for The Voice to be pushing Twitter so hard. I hope Twitter is paying for the exposure because they have taken it to a whole new level considering how low Twitter penetration really is. I am all for the hashtag and even the scrolling tweets but having them show every contestant tweeting and talking about what is trending makes Twitter more important than the talent.

  • You should read some of Henry Jenkins’ work on American Idol and Harry Potter and the culture of fandom/ participatory media. It might change your mind, or at least bring in a new perspective.

    *BIAS* I love the dude’s work on young people and digital media literacy and I think he’s pretty much the bees knees. Here’s one of his WONDERFUL talks:

iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA