Social Media Use to Boost Brand Campaigns on Traditional Media

Media companies are seeking ways to connect with consumers who use social media while TVviewerwatching TV. Knowing who uses social media and in which ways can help media companies sell their programming to marketers. A new TVB study released on this topic, 2013 Cultural Currency, has identified how consumers are engaging with specific social platforms as they watch TV.

This ambitious project analyzed how social media users behave as they use various other media ranging from TV to the newspaper to the radio. Some of the key findings of this study are:


  • Local broadcast TV viewers do far more posting of photos and videos to social sites than users of other media formats.
  • Local newspaper readers retweet stories more than other consumers.
  • Radio and cable TV users like more content than other media users.

It’s also fascinating to see the differences in TV audience behavior with respect to program genre. For example, the action/​suspense category generates the highest numbers of Facebook photo/​video postings. Game shows encourage people to post comments on Facebook. However, award shows generate higher rates of Twitter hashers while news/​documentary programming results in high numbers of retweets.  For now, Twitter is seen as an in-​the-​moment format and for that reason may have higher velocity than other social platforms.

Analysts believe that marketers have a need for cultural currency which is defined as a large audience which is participating in above average social media use. When these conditions exist, brand marketers can make an impact on a sizeable audience.

Sharing details on consumers' social media behavior in this context may help media companies sell their inventory more effectively to their advertisers.

[Source: Where Television Meets Social. TVB​.org. May 2013. Web. 22 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.